Visitor arrivals to Samoa experienced a modest growth of 0.3 percent from January to November 2025 compared to the same timeframe in 2024, highlighting a positive trend in the tourism sector. This period saw a total of 74,591 visitors traveling for holidays, marking a remarkable 19.8 percent increase from the previous year, when the number stood at 62,275. Holiday travelers accounted for 40 percent of all visitors, demonstrating their crucial role in the recovery and performance of Samoa’s tourism industry.
Tourism earnings also saw an increase, rising by 4.32 percent to reach $ST500.4 million. This growth corresponds with a rise in average visitor spending, which climbed by 3.09 percent, from $3,551 to $3,660 per person. In addition to holiday travel, the Visiting Friends and Relatives (VFR) segment experienced a healthy 11 percent growth compared to 2024.
However, not all segments reflected positive trends. Business visitors fell by 22.5 percent, while the sports sector saw a sharp decline of 30.6 percent. The ‘Others’ category suffered the most, with a significant drop of 51.1 percent.
New Zealand remained the largest source of visitors, contributing to 48 percent of Samoa’s market share and increasing visitor numbers by 10.9 percent to reach 74,835. In contrast, visitors from Australia slightly decreased by 2.4 percent, holding steady at a 25 percent share, while American Samoa reported a notable decline of 29 percent. The US market, however, enjoyed a modest growth of 2 percent.
Despite a 2.6 percent reduction in aviation capacity, with 7,029 available seats, the overall number of unutilized seats decreased by 10.9 percent, indicating improved efficiency in how flights are being utilized.
The report outlines a mixed landscape for Samoa’s tourism industry. While the increase in visitor numbers and spending is promising, there remains a need to revitalize the business and sports segments, as well as address declines in specific markets. Continued cooperation among stakeholders will be essential to leverage the strengths of primary markets and enhance the overall visitor experience. This collaborative approach is key to fostering further growth and ensuring a sustainable tourism future for Samoa.
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