Visitor arrivals in Samoa experienced a slight increase of 0.3 percent from January to November 2025 compared to the same period in 2024, signaling a modest yet encouraging recovery for the tourism sector. The growth is particularly notable within the holiday travel segment, which saw an impressive surge of 19.8 percent—rising from 62,275 visitors in 2024 to 74,591 in 2025. This category now constitutes 40 percent of total visitor traffic, underscoring its vital role in the ongoing recovery of Samoa’s tourism industry.
Financially, tourism earnings rose by 4.32 percent, totaling $ST500.4 million. This increase is attributed not only to a higher influx of visitors but also to a significant rise in average spending per traveler, which climbed from $3,551 to $3,660—an increase of 3.09 percent.
The Visiting Friends and Relatives (VFR) segment also reported positive growth, with an 11 percent increase year-on-year. However, challenges persist, notably with a drop in business visitors, which fell by 22.5 percent, and a significant decrease of 30.6 percent in sports-related visitor numbers. The “Others” category saw the steepest decline at 51.1 percent, highlighting the need for strategic reassessment to invigorate these segments of the market.
New Zealand remains the largest source of visitors, making up 48 percent of the total market share and enjoying a growth of 10.9 percent, with visitor numbers increasing from 67,468 to 74,835. Conversely, the Australian market experienced a slight decline of 2.4 percent but retained a stable 25 percent share. Visitor numbers from American Samoa dropped by 29 percent, while a modest growth of 2 percent was observed from the U.S. market.
Aviation capacity saw a reduction of 2.6 percent, totaling 7,029 available seats compared to the previous year. However, improvements were noted in efficiency, as the total number of unused seats decreased by 10.9 percent, enhancing overall flight utilization.
Overall, these findings paint a complex picture for Samoa’s tourism landscape. While the growth in visitor numbers and spending is heartening, there is an urgent need to revitalize the business and sports visitor markets and address the declines recorded in certain regions. Collaborative efforts between tourism stakeholders will be vital in leveraging the strengths of key markets and enhancing the visitor experience, paving the way for continued growth in this essential sector. This positive trend demonstrates the resilience of Samoa’s tourism industry and its potential for further development.