CloseThe tourism sector has shown promising signs of recovery and growth both in terms of visitor numbers and financial earnings. The changes in market segmentation and geographical sources of visitors provide valuable insights for future strategic planning. The improved utilization of aviation capacity also bodes well for the sector’s operation efficiency.
The coming months are expected to increase with CHOGM delegates where Samoa is expected over 3,000 to attend the prestigious meeting from the 21st to the 26th of October.
This is a historical event for Samoa, being the first Pacific State to host,
The tourism sector has performed strongly this year, welcoming a total of 114,572 visitors, which marks a 2.9% increase compared to the same period in 2023. This growth is particularly impressive, especially considering the slower expansion observed in the second quarter of the year. With this positive trend, the sector is now aiming for a total of 185,000 visitors for the entire calendar year.
Financially, the tourism sector has also seen a significant increase of 7.3%, with total earnings for the period reaching SAT$398 million, up from SAT$371.4 million in 2023. This growth highlights the sector’s resilience and potential for further development.
In terms of market segmentation, the holiday market remains the largest contributor, accounting for 30% of the total. However, there has been a slight decrease in the Visiting Friends and Relatives (VFR) market share, which dropped from 37% to 33%, with the number of visitors decreasing by 8.2%. Conversely, the market for business travellers has experienced a substantial increase of 28%, or 1,985 visitors, raising its market share from 6% to 8%. This surge in business travellers is largely attributed to preparations for the Commonwealth Heads of Government Meeting (CHOGM).
Geographically, New Zealand continues to be the largest source of visitors, contributing a 43% share, though this is a slight decrease from 44% last year. Australia has seen a modest 1% growth, maintaining a 26% share. The USA stands out as the best-performing market among our primary sources, with a remarkable increase of 22.4%, rising from 9,239 to 11,304 visitors.
Regarding aviation capacity, there was a modest increase of 1.2% for the period, resulting in 197,643 seats available. This equates to an additional 2,355 seats compared to the same period in 2023. Moreover, the number of unutilized seats dropped to 48,087, a decrease of 3% from 49,615 empty seats last year. This indicates better utilization of our aviation capacity and a more efficient allocation of resources.
Overall, the tourism sector shows promising signs of recovery and growth, both in terms of visitor numbers and financial earnings. The shifts in market segmentation and geographical sources of visitors provide valuable insights for future strategic planning. Additionally, improved utilization of aviation capacity bodes well for the sector’s operational efficiency.
In the coming months, an increase in visitors is expected, particularly with over 3,000 delegates anticipated to attend the prestigious CHOGM, taking place from October 21st to 26th. This marks a historic event for Samoa, as it becomes the first Pacific State to host the meeting.
