CloseAs UK travellers look further afield in search of meaningful, authentic experiences, Samoa is emerging as one of the Pacific’s most exciting long-haul destinations.
New ABTA Travel Trends 2026 research highlights a growing appetite for discovering lesser-known places, with nearly half of UK travellers keen to visit destinations they’ve never experienced before. From dramatic volcanic landscapes and crystal-clear lagoons to rich Polynesian culture and warm Samoan hospitality, Samoa rewards every mile of the journey.
Perfect as a stopover or a standalone escape, Samoa offers exceptional value once in destination — and a deep connection to culture, community and nature that today’s travellers are craving.
With iconic events like Samoa Independence Day and the vibrant Teuila Festival, 2026 is the perfect time to experience the Pacific at its most authentic 
