CloseThe Samoa Tourism Authority (STA) has maintained its long-standing partnership with Representation Plus, re-appointing the destination marketing specialist to manage its marketing across Europe. The decision follows a rigorous competitive tender process.
Representation Plus has served as the European office for STA for over 15 years, leading trade and consumer marketing and media relations efforts across the continent. Their work has been instrumental in driving awareness and visitation to the South Pacific nation.
Latest data from 2024 highlights the strength of the partnership: visitor numbers from Europe have risen by 33.8% compared to 2023. These results reflect sustained demand and continued interest from European travellers, reinforcing Samoa’s position as a top emerging destination in the Pacific.
Building on this momentum, the focus for 2025/26 is on increasing awareness through a packed programme of trade and consumer activity. Plans include participation in key trade shows and travel events across Europe, targeted training for travel agents, and media outreach to showcase Samoa’s diverse offering.
A major highlight will be hosting European tour operators at the Samoa Tourism Exchange in spring 2026. This fully hosted annual event offers agents the opportunity to explore the islands first-hand, inspect accommodation and new attractions, and connect directly with local DMCs and tourism providers.
Alison Cryer MBE, Managing Director at Representation Plus, commented: “We are thrilled to continue our longstanding partnership with Samoa Tourism. Over the past 15 years, we’ve built a deep understanding of the destination and how best to position it in the European market. This continuity has delivered strong results in a highly competitive travel environment. Samoa’s ethos and commitment to sustainability resonates strongly with European travellers, and we’re excited to help more people discover its natural beauty and rich culture.”
Key campaigns over the last couple of years have included consumer campaigns around the Rugby World Cup in 2023 and the Paris Olympics in 2024, as well capitalising on King Charles and Queen Camilla’s visit to Samoa for the Commonwealth Heads of Government Meeting, which took place in Apia, Samoa from 21-26 October 2024. It was the first CHOGM to be held in a Pacific Small Island Developing State.
Samoa Tourism also welcomed celebrity chef, Monica Galetti as brand ambassador to Samoa earlier this year. Galetti’s visit is part of our ongoing commitment to enhancing Samoa’s visibility on the global stage, including the United Kingdom and Europe. In 2024, Sarah Ferguson, Duchess of York also visited Samoa and shared many images on her Instagram.
