Samoa has experienced a decrease in visitor arrivals for September, reporting 15,791 visitors compared to 17,510 in August, marking a 10.8 percent decline. Despite this drop, there is a silver lining as the total number of visitors for the year reached 131,493, a 1.8 percent increase from the previous year’s total of 129,108. This year-on-year growth indicates the effectiveness of improved marketing strategies, leading to an 8.6 percent increase in visitor numbers compared to the same month in 2022.
Significantly, average visitor spending has seen a notable rise of 8.3 percent, moving from ST3542 in the previous year to ST3696 this year. The holiday traveler segment continues to thrive, achieving a remarkable 20.8 percent growth, increasing from 50,907 to 61,501 travelers. This segment holds the largest market share, reflecting the appeal of Samoa as a holiday destination.
Furthermore, the Visiting Friends and Relatives (VFR) segment demonstrated strength with a growth rate of 14.3 percent, showcasing that personal connections are a driving force for tourism in Samoa. However, not all segments fared well; the Business and Sports visitor categories saw declines of 4.5 percent and 33.3 percent, respectively. These trends are providing the Samoa Tourism sector with valuable insights that can help refine marketing strategies moving forward.
New Zealand remains the dominant source market, accounting for 48 percent of total visitors, with numbers increasing by 12.4 percent, climbing from 55,850 to 62,751. Conversely, Australian visitors experienced a slight decline of 1.7 percent, while visitors from the USA and American Samoa also saw decreases of 1.5 percent and 30.3 percent.
The data illustrates both challenges and opportunities for Samoa’s tourism sector, emphasizing the importance of adaptability and targeted marketing strategies. As the country continues to focus on attracting more visitors from Australia and New Zealand, there is potential for further growth and recovery in the tourism industry.
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