Samoa International Visitor Survey January June 2018 (with Savaii - - PowerPoint PPT Presentation

Samoa International Visitor Survey January – June 2018 (with Savai’i Focus)

Islands Visited

33% Savai’i Island 97% Upolu Island 2% Manono Island <1% Apolima Island

Note: Multiple responses, therefore total does not add up to 100%.

Visitors to Upolu Only vs Savai’i visitors

Samoa In International V Visitor S Survey ( (January – June 2 2018)

Number of visitors *

2059 (62%) Upolu Only visitors 1049 (33%) Savai’i visitors

(Include those who spent time on other islands )

* Data excludes visitors from American Samoa.

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NZ/Cooks Govt 2006; 2012 -> WB/IFC 2014 > MFAT 2017 -> US DoI/YVB 2014-> World Bank/IFC 2016-> SG/MFAT 2018-> MFAT 2017-> MFAT/DFAT 2017->

PACIFIC TOURISM DATA INITIATIVE

VS

BCI CAS

DSS

THREE PILLARS OF A DECISION SUPPORT SYSTEM Improve destination service quality and yield…..

Visitor Research Business Research Community Awareness/Attitudes Research

Online Visitor Survey Approach

§ Immigration/Stats/NTO collects email addresses as part of arrival process § Email addresses sent to research team § Visitors sent email within a few weeks of arrival § Visitors enter data (short and long answers) § Extra incentive offered (prize draw) § Data cleaning § Basic analysis is instantaneous § More detailed analysis of data is possible for both quantitative and qualitative inputs § Information disseminated widely through web, media and workshops

January - June 2018 Respondents

Total number of e-mails sent: 19,598 Responses cover a total of 5,899 adults and 1,501 children Total number of responses: 3,297 Conversion Rate of 17%

11% of all visitors during the period *

* The data is based on January-June 2018 actual visitors statistics from Research & Statistics Division (STA) & Samoa Bureau of Statistics.

5% of all visitors during the period *

Country of Origin *

Note: survey data thus unweighted. * Data excludes visitors from American Samoa.

60 23 5 5 4 2 2 10 20 30 40 50 60 70 New Zealand Australia USA Pacific Europe Asia Other Share of Visitors (%)

Country of Origin *

* Data excludes visitors from American Samoa.

63 20 5 4 3 2 1 55 26 3 6 5 2 2 10 20 30 40 50 60 70 New Zealand Australia Pacific USA Europe Asia Other Share of Visitors (%) Upolu Only Savai'i

The major urban areas of Auckland, Wellington, Canterbury and Waikato make up 81% of all New Zealand visitor arrivals.

New Zealand Respondents

Note: Only major areas included.

Wellington 15% Auckland 51% Canterbury 8% Northland 3% Bay of plenty 4% Waikato 7% Others 12%

New South Wales, Queensland, and Victoria account for 90% 90% of all Australian visitor arrivals.

Note: Only major areas included.

Queensland 24% New South Wales 45% Victoria

21%

Australian Respondents

Northern Territory 1% Western Australia 3% South Australia 3% Tasmania 1% Australian Capital Territory 2%

Highest Qualification

§ 75% Tertiary qualification § 19% High school qualification § 4% Other § 2% No formal qualification

Gender

Visitor Characteristics

Distribution of Age

17 14 13 10 6 1 7 7 8 8 7 2 5 10 15 20 25 30 18-29 30-39 40-49 50-59 60-69 70+ Share of Visitors (%) Female Male

Female 60%

Distribution of age groups

21 22 21 20 13 3 30 20 21 15 11 3 5 10 15 20 25 30 35 18-29 30-39 40-49 50-59 60-69 70+ Share of Visitors (%) Upolu Only Savai'i

26 33 18 11 5 7 5 10 15 20 25 30 35 Under $50,000 $50,001-100,000 $100,001-150,000 $150,001-200,000 $200,001-250,000 Over $250,001 Share of Visitors ()%

Annual Household Income (NZD$)

Average SAT$216,288 NZ$118,435

Visitor Characteristics

Annual household income in NZD

24 33 19 12 5 7 28 34 17 10 5 6 5 10 15 20 25 30 35 40 Under $50,000 $50,001-100,000 $100,001-150,000 $150,001-200,000 $200,001-250,000 Over $250,001 Share of Visitors (%) Upolu Only Savai'i

Av Average

Upolu Only $122,072 Savai’i $114,335

Main Purpose of Visit

Visitor Characteristics

*Multiple responses, therefore total does not add up to 100%.

53 16 11 5 4 2 2 1 1 1 1 1 1 10 20 30 40 50 60 H

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r e l a t i v e s B u s i n e s s

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f e r e n c e F a m i l y f a a l a v e l a v e A t t e n d i n g a w e d d i n g V

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m e n t T r a n s i t Share of Visitors (%)

Main purpose of visit

1 2 2 1 2 3 3 5 21 6 54 1 1 1 1 1 1 2 2 4 5 13 14 53 10 20 30 40 50 60 Employment Education Transit Special event - cultural Special event - sporting Honeymoon Other Volunteering Attending a wedding Family faalavelave Visiting friends or relatives Business or conference Holiday Share of Visitors (%) Upolu Only Savai'i

Number of Companions *

*Multiple responses, therefore total does not add up to 100%.

Visitor Characteristics

44 12 12 6 5 20 5 10 15 20 25 30 35 40 45 50 1 2 3 4 5 6 and more Share of Visitors (%)

Travel Companions *

27% Travel alone 73% with companions 56% Partner/spouse 43% Family member(s) 18% Friend(s) 6% Work colleagues

Travelling with whom?

58 40 17 8 1 3 1 53 48 21 3 1 5 1 1 10 20 30 40 50 60 70 Partner / spouse Family member(s) Friend(s) Work colleagues Tour group Organised group (e.g. school, sports etc) Wedding party Other Share of Visitors (%) Upolu Only Savai'i

Number of companions

47 12 13 6 5 3 3 2 1 9 38 12 12 7 6 4 2 3 2 13 5 10 15 20 25 30 35 40 45 50 1 2 3 4 5 6 7 8 9 10+ Share of Visitors (%) Upolu Only Savai'i

Av Average

Upolu Only 3 Savai’i 4

Previous Visits

46 20 12 22 49 19 11 21 52 22 9 17 26 30 18 26 77 16 2 5 77 13 6 4 10 20 30 40 50 60 70 80 90 First time 2 or 3 times 4 or 5 times 5+times

Share of Visitors (%)

New Zealand visitors Australian visitors North American visitors Other Pacific visitors European visitors Asian visitors

51

20 11 18 10 20 30 40 50 60 First time 2 or 3 times 4 or 5 times 5+ times Share of Visitors (%)

Country breakdown

Previous visits to Samoa

51 20 11 18 50 20 12 18 10 20 30 40 50 60 First time 2 or 3 times 4 or 5 times 5+ times Share of Visitors (%) Upolu Only Savai'i

Average length of stay: 8.8 nights

Length of Stay

9 43 21 11 16

5 10 15 20 25 30 35 40 45 50 0 - 3 4 - 7 8 - 10 11 - 14 15 and more

Share of Visitors (%) Number of nights

8.4 10.3 9.7 8.3 9.8 5.3 8.5

0.0 2.0 4.0 6.0 8.0 10.0 12.0 New Zealand Australia North America Other Pacific Europe Asia Other Countries

Number of nights - country breakdown

Length of stay

13 50 19 7 11 2 31 26 19 23 10 20 30 40 50 60 0-3 4-7 8-10 11-14 15 and more Share of Visitors (%) Number of nights Upolu Only Savai'i

Average length of stay in Samoa and on each island

Note: *n=8.

Islands Visited

8.8 7.4 4.2 2.2 .7

1 2 3 4 5 6 7 8 9 10 Samoa Total Upolu Island Savai'i Island Manono Island Apolima Island*

Share of Visitors (%)

17 49 16 7 11 52 37 6 3 3 85 7 2 7 10 20 30 40 50 60 70 80 90 0-3 nights 4-7 nights 8-10 nights 11-14 nights 15 nights+

Share of Visitors (%)

Upolu Savaii Manono

Average length of stay

7.7 7.3 11.0 7.5 4.2 1.1 2 4 6 8 10 12 Samoa total Upolu Savai'i Manono Nights Upolu Only Savai'i

Average length of stay in the Samoa and on each island

For 80% of visitors, Samoa is the sole destination for their trip. For 20% of visitors, Samoa is part of a larger journey

§ 36% Fiji § 27% New Zealand § 12% Other Pacific § 11% Australia § 8% American Samoa § 4% USA § 60% Air New Zealand § 22% Fiji Airways § 13% Samoa Airways § 12% Virgin Australia § 2% Other § 1% Talofa Airways

Destinations & Airlines

AIRLINES USED

Note: Multiple responses, therefore total does not add up to 100%.

Airline used

63 21 12 10 2 1 56 23 15 15 2 1 10 20 30 40 50 60 70 Air New Zealand Fiji Airways Samoa Airways Virgin Australia Other Talofa Airways Share of Visitors (%) Upolu Only Savai'i

Attractions Visited

Upolu Island

Top 5 popular attractions *

§ 65% Apia § 48% To Sua Ocean Trench § 46% Lalomanu beach § 36% Piula Cave Pool § 29% Mulifanua § 25% Falefa Falls

65% 48% 46% 36% 29% 25%

Note: Multiple responses, therefore total does not add up to 100%.

Attractions Visited

Savai’i & Upolu

Top 5 popular attractions *

§ 69% Apia § 45% To Sua Ocean Trench § 43% Lalomanu beach § 34% Piula Cave Pool § 24% Togitogiga Falls § 22% Falefa Falls

Note: Multiple responses, therefore total does not add up to 100%.

§ 57% Apia § 53% Lalomanu beach § 53% To Sua Ocean Trench § 47% Mulifanua § 40% Piula Cave Pool § 32% Falefa Falls

Upolu Only

Top 5 popular attractions on Upolu *

Attractions Visited Savai’i Island

Top 5 popular attractions *

§ 57% Salelologa § 47% Alofaaga Blowholes § 44% Saleaula Lava Fields § 42% Afuaau Waterfall § 39% Swimming with Turtles

47% 44% 39% 42% 57%

Note: Multiple responses, therefore total does not add up to 100%.

Types of Accommodation Used

Note: Multiple responses, therefore total does not add up to 100%. Image from: https://www.facebook.com/SamoaTourismAuthority/.

73 24 15 6 5 4 4 3 1

10 20 30 40 50 60 70 80 H

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s e s / B & B s / A i r B n B S e l f C a t e r i n g / r e n t e d a c c

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Share of visitors (%)

Accommodation types

1 7 4 6 8 5 28 30 75 1 2 3 3 4 4 9 21 75 10 20 30 40 50 60 70 80 Other Backpackers/Budget/Hostels Holiday home/ homestay Self Catering / rented accommodation Village homestay Guest houses/B&Bs/AirBnB Fales Private home Hotel/Resort Share of Visitors (%) Upolu Only Savai'i

Satisfaction with Accommodation

Note: Degree of satisfaction with accommodation stayed in (mean score out of 5).

4.0 4.4 3.8 4.0 4.1 4.4 4.3 4.1 3.9 4.4 3.7 4.0 4.0 4.3 4.0 4.1 4.2 4.4 4.1 4.2 4.2 4.6 4.4 4.3 3.5 3.7 3.9 4.1 4.3 4.5 4.7 Other Holiday home/ homestay Backpackers/Budget/Hostels Self catering/rented accommodation Guest houses/B&Bs/AirBnB Village homestay Fales Hotel/Resort Mean 1 = Very Dissatisfied 5 = Very Satisfied Level of service Quality, availability and maintenance of facilities Overall value for money

How Did You Find Out About Samoa

4 4 5 5 7 10 11 11 11 11 14 33 52 10 20 30 40 50 60 Other Television or radio programmes Magazine and newspaper articles Travel books (e.g. Lonely Planet) The official Samoa travel website (Samoa.travel) Social media (Facebook, Twitter, Instagram etc) Travel agent/agency brochures Magazine and newspaper articles General travel websites (e.g. TripAdvisor, Trivago) Web search engines (e.g. Google) Work colleagues Previous visits Friends/family Share of Visitors (%)

Note: Multiple responses, therefore total does not add up to 100%.

Note: Multiple responses, therefore total does not add up to 100%.

How Did You Find Out About Samoa

Country breakdown 1

16 11 16 21 15 10 25 26 16 13 13 7 15 29 4 22 4 4 9 44 52 10 3 10 18 5 26 53 11 6 11 7 9 32 51 10 11 11 12 13 37 57 10 20 30 40 50 60

• 7. Web search engines (e.g. Google)
• 6. Social media (Facebook, Twitter,

Instagram etc)

• 5. General travel websites (e.g.

TripAdvisor, Trivago)

• 4. Work colleagues
• 3. Travel agent/agency brochures
• 2. Previous visit
• 1. Friends/family

Share of Visitors (%) New Zealnd Australia North America Other Pacific Europe Asia

Note: Multiple responses, therefore total does not add up to 100%.

How Did You Find Out About Samoa

Country breakdown 2

5 10 5 16 3 10 2 6 6 19 6 12 5 6 13 6 10 6 5 7 2 4 1 2 3 3 1 4 3 2 6 1 2 3 4 4 5 7 2 4 6 8 10 12 14 16 18 20

• 14. Business contacts
• 13. Other
• 12. Promotion (e.g. Airline, Bank)
• 11. Magazine and newspaper articles
• 10. Travel books (e.g. Lonely Planet)

9.Television or radio programmes

• 8. The official Samoa travel website (Samoa.travel)

Share of Visitors (%)

How did you find out about Samoa?

1 2 4 4 6 3 9 11 12 13 10 12 33 56 2 3 3 4 5 5 5 10 11 11 11 15 32 49 10 20 30 40 50 60 Promotion (e.g. Airline, Bank) Business contacts Other Television or radio programmes Travel books (e.g. Lonely Planet) Magazine and newspaper articles The official Samoa travel website (Samoa.travel) Social media (Facebook, Twitter, Instagram etc) General travel websites (e.g. TripAdvisor, Trivago) Web search engines (e.g. Google) Travel agent/agency brochures Work colleagues Previous visit Friends/family Share of Visitors (%) Upolu Only Savai'i

Factors Influencing the Visit to Samoa

2.0 2.5 3.0 3.1 3.3 3.6 3.7 3.8 3.8 3.9 4.0 4.1 4.1 4.1 1.8 2.3 2.8 3.3 3.8 4.3 Business or conference Attending an event Snorkelling and diving Friends and family in Samoa Cuisine Easy to access Affordability Natural attractions / eco- tourism / photography Culture and history Beaches and swimming Quiet and relaxing atmosphere Warm and sunny weather A safe place Friendly people

Image from: https://www.facebook.com/SamoaTourismAuthority/.

Influential factors in your choice to Samoa

1.9 2.4 3.2 3.2 3.3 3.5 4.0 3.7 4.1 4.0 4.1 4.1 4.1 4.2 2.1 2.5 2.9 3.0 3.3 3.6 3.7 3.7 3.7 3.8 4.0 4.0 4.0 4.1 1.5 2.0 2.5 3.0 3.5 4.0 4.5 Business or conference Attending an event Snorkelling and diving Friends and family in Samoa Cuisine Easy to access Natural attractions / eco- tourism / photography Affordability Culture and history Beaches and swimming Quiet and relaxing atmosphere A safe place Warm and sunny weather Friendly people Mean Upolu Only Savai'i

Information Sources Used for Planning

2.0 2.1 2.2 2.6 2.6 2.7 3.0 3.1 3.4 3.6 1.0 1.5 2.0 2.5 3.0 3.5 4.0 Television or radio programmes Magazine and newspaper articles Travel books (e.g. Lonely Planet) Travel agent/travel brochures Social media (Facebook, Twitter, Instagram etc) The official Samoa travel website (Samoa.travel) General travel websites (e.g. TripAdvisor, Trivago) Previous visits Web search engines (e.g. Google) Friends/family Mean

Importance of information source

2.1 2.1 2.3 2.6 2.7 2.9 3.1 3.1 3.5 3.8 2.0 2.1 2.1 2.6 2.6 2.6 3.0 3.1 3.3 3.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 Television or radio programmes Magazine and newspaper articles Travel books (e.g. Lonely Planet) Travel agent/travel brochures Social media (Facebook, Twitter, Instagram etc) The official Samoa travel website (Samoa.travel) Previous visits General travel websites (e.g. TripAdvisor, Trivago) Web search engines (e.g. Google) Friends/family Mean Upolu Only Savai'i

How Did You Purchase Your Travel?

6 11 27 56 10 20 30 40 50 60 Travel bookings were made by a mix of travel agent and online bookings Travel bookings were made by others (business, friends, relatives) Travel bookings were made through a travel agent I made my own travel bookings using the Internet Share of Visitors (%)

Screenshot from: http://www.samoa.travel/.

How did you purchase your travel?

7 10 22 61 6 11 29 54 10 20 30 40 50 60 70 Travel bookings were made by a mix of travel agent and online bookings Travel bookings were made by others (business, friends, relatives) Travel bookings were made through a travel agent I made my own travel bookings using the Internet Share of Visitors (%) Upolu Only Savai'i

Prepaid Expenditure

Per person prior to arrival SAT$2,429 NZ$1,330

14 20 21 14 9 22 5 10 15 20 25 $1-999 $1000-1999 $2000-2999 $3000-3999 $4000-4999 $5000 or more Share of Visitors (%)

Prepaid Expenditure

Per p person p prior t to a arrival

Upolu Only SAT $2,302 (NZ $1260) Savai’i SAT $2,742 (NZ $1502)

14 21 23 14 9 19 15 18 16 15 9 27 5 10 15 20 25 30 $1-999 $1000-1999 $2000-2999 $3000-3999 $4000-4999 $5000 or more Share of Visitors (%) Upolu Only Savai'i

Prepaid Items

Note: Multiple responses, therefore total does not add up to 100%.

4 9 39 43 81 90 20 40 60 80 100 Other Tours Domestic transport/transfers Breakfast or meals Accommodation International flights Share of Visitors (%) 6 31 37 36 85 92 6 24 28 86 85 12 15 34 52 57 79 8 11 34 35 73 87 3 9 42 43 83 90 4 6 41 45 82 91 20 40 60 80 100 Other Tours Domestic transport/transfers Breakfast or meals Accommodation International flights Share of Visitors (%) New Zealand Australia North America Other Pacific Europe Asia

Expenditure It Items Mean ( (SAT$) (% o

• f s

spend)

Accommodation 48 31 Restaurants, Cafes & Bars 32 20 Vehicle Rental 17 11 Shopping 16 10 Groceries 15 10 Other 12 7 Tours/activities 9 6 Petrol 6 4 Bus/taxi 2 1 Ferry 1 1

To Total Ex Expenditure 15 158 10 100

In-country Expenditure Per Person Per Day

Per visitor per day while in Samoa: SAT$158/NZ$87

Local Expenditure Per Person Per Day Per p person p per d day w while i in:

Upolu Only SAT $161 (NZ $88) Savai’i SAT $145 (NZ $79) Expenditure Items Mean – Upolu Only (SAT$) Mean – Savai’i(SAT$)

Accommodation 46 48 Restaurants, Cafes & Bars 35 28 Vehicle Rental 16 18 Petrol 6 6 Bus/taxi 2 2 Groceries 15 13 Shopping 18 12 Tours/activities 10 7 Other 12 9 Ferry 3

Total Expenditure 161 145

In-country Expenditure Per Person Per Day (SAT$) Market breakdown

Covering people n=3,981 n=1,359 n=778 n=322 n=198 n=245 Markets New Zealand Australia North America Other Pacific Europe Asia Accommodation 42 49 58 42 60 124 Restaurants, Cafes & Bars 31 33 24 29 40 69 Vehicle Rental 15 19 20 9 13 42 Groceries 12 17 21 31 10 19 Shopping 12 15 24 30 13 34 Other 10 16 4 35 9 3 Tours/activities 8 8 7 7 7 62 Petrol 6 7 7 6 7 8 Bus/taxi 1 2 3 5 4 6 Ferry 1 1 2 1 2 2 Total in-country spend (SAT$) 137 166 169 195 165 368

Average Total Expenditure Per Person Per Day (SAT$) Market breakdown

Covering people n=3,981 n=1,359 n=778 n=322 n=198 n=245 Markets New Zealand Australia North America Other Pacific Europe Asia 55% pre-paid expenditure 141 152 153 154 168 337 In-country spend 137 166 169 195 165 368 Total spend (SAT$) 278 318 322 349 333 705

Contribution to Samoa Economy per Visit

Visitor Expenditure – Per Person & Total

Average Spend before Visiting Average Spend While in Samoa Total Spend NZ $83 SAT $152 NZ $87 SAT $158 NZ $170 SAT $310 Per Trip NZ $732 SAT $1,337 NZ $766 SAT $1390 NZ $1,498 SAT $2,727 Per Day

55% Flowing back

Contribution to Samoan Economy

Average spend per person prior to arrival (flowing back – 55%) Average spend in country per person per day

SAT$2,302/NZ$1260

(SAT$1,266/NZ$693)

SAT$161/NZ$88 SAT$2,742/NZ$1502

(SAT$1,508/NZ$826)

SAT$145/NZ$79

Upolu Only Savai’i

Average length of stay in Samoa (nights)

7.7 11.0

TOTAL SPEND PER VISIT FLOWING BACK TO LOCAL ECONOMY (prepaid + in country)

SAT$2,506/NZ$1,371 SAT$3,103/NZ$1,695

Overall Satisfaction

1 3 11 33 52 10 20 30 40 50 60 Very dissatisfied (1) 2 3 4 Very satisfied (5) Share of Visitors (%) Mean

Image from: https://www.facebook.com/SamoaTourismAuthority/.

Overall satisfaction

1 3 11 35 50 1 3 13 30 54 10 20 30 40 50 60 Very dissatisfied (1) 2 3 4 Very satisfied (5) Share of Visitors (%) Upolu Only Savai'i

Water Based Activities (Participation and Satisfaction)

Note: Multiple responses, therefore total does not add up to 100%.

10 10 12 14 18 18 19 35 53 86 89 20 40 60 80 100 Whale watching Water skiing Surfing Sailing/cruising Fishing Diving Paddle Boarding Kayaking/canoeing Snorkelling Swimming Visiting the beach Share of Visitors (%) 3.1 3.2 3.4 3.7 3.7 3.7 3.8 4.2 4.2 4.6 4.6 3.0 3.5 4.0 4.5 5.0 Whale watching Water skiing Surfing Sailing/cruising Fishing Diving Paddle Boarding Kayaking/canoeing Snorkelling Swimming Visiting the beach Mean

Water-based Activities

Degree of Participation

6 5 7 12 13 14 15 29 48 90 91 5 6 7 8 10 11 12 26 43 79 83 20 40 60 80 100 Water skiing Whale watching Surfing Sailing/cruising Fishing Diving Paddle Boarding Kayaking/canoeing Snorkelling Swimming Visiting the beach Share of Visitors (%) Upolu Only Savai'i

Degree of Satisfaction

3.2 2.9 3.4 4.0 3.8 3.8 3.9 4.3 4.2 4.6 4.6 3.1 3.2 3.4 3.6 3.6 3.7 3.8 4.2 4.2 4.6 4.6 2.5 3.0 3.5 4.0 4.5 5.0 Water skiing Whale watching Surfing Sailing/cruising Fishing Diving Paddle Boarding Kayaking/canoeing Snorkelling Swimming Visiting the beach Mean Upolu Only Savai'i

Cultural Interaction Activities (Participation and Satisfaction)

40 45 52 53 57 69 86 20 40 60 80 100 Museum visits Attending church Cultural events/festivals Dance / language / art / cooking classes Island celebrations or events Visiting a village Local markets Share of Visitors (%)

Note: Multiple responses, therefore total does not add up to 100%.

4.2 4.6 4.5 4.5 4.4 4.5 4.1 3.8 4.0 4.2 4.4 4.6 4.8 Museum visits Attending church Cultural events/festivals Dance / language / art / cooking classes Island celebrations or events Visiting a village Local markets Mean

Cultural Interaction Activities

Degree of Participation

37 46 49 50 52 74 89 28 33 42 44 47 56 77 20 40 60 80 100 Museum visits Attending church Cultural events/festivals Dance / language / art / cooking classes Island celebrations or events Visiting a village Local markets Share of Visitors (%) Upolu Only Savai'i

Degree of Satisfaction

4.2 4.7 4.5 4.6 4.4 4.5 4.2 4.2 4.6 4.5 4.5 4.4 4.5 4.0 3.6 3.8 4.0 4.2 4.4 4.6 4.8 Museum visits Attending church Cultural events/festivals Dance / language / art / cooking classes Island celebrations or events Visiting a village Local markets Mean Upolu Only Savai'i

Land Activities and Touring (Participation and Satisfaction)

10 11 16 21 31 32 40 78 93 20 40 60 80 100 Golfing Cycling Bird watching Conservation/animal sanctuary Spa/beauty Hiking and trekking Cultural tours Sightseeing Restaurants, bars and cafes Share of Visitors (%)

Note: Multiple responses, therefore total does not add up to 100%.

3.7 3.7 4.0 3.9 4.1 4.1 4.3 4.5 4.1 3.5 3.7 3.9 4.1 4.3 4.5 4.7 Golfing Cycling Bird watching Conservation/animal sanctuary Spa/beauty Hiking and trekking Cultural tours Sightseeing Restaurants, bars and cafes Mean

Land-based Activities

Degree of Participation Degree of Satisfaction

9 6 12 19 29 23 38 77 91 6 7 10 12 22 24 28 69 90 20 40 60 80 100 Cycling Golfing Bird watching Conservation/animal sanctuary Hiking and trekking Spa/beauty Cultural tours Sightseeing Restaurants, bars and cafes Share of Visitors (%) Upolu Only Savai'i 4.0 3.8 4.2 3.9 4.2 4.1 4.3 4.6 4.1 3.6 3.7 3.9 4.0 4.1 4.1 4.3 4.5 4.1 3.5 3.7 3.9 4.1 4.3 4.5 4.7 Cycling Golfing Bird watching Conservation/animal sanctuary Hiking and trekking Spa/beauty Cultural tours Sightseeing Restaurants, bars and cafes Mean Upolu Only Savai'i

Shopping (Participation and Satisfaction)

Note: Multiple responses, therefore total does not add up to 100%.

4.1 4.4 4.1 4.3 4.2 3.9 4.0 4.1 4.2 4.3 4.4 Local arts Local music Local crafts Local produce e.g coconut oil etc. Local clothing e.g lava lava etc. Mean 58 63 69 73 74 50 55 60 65 70 75 80 Local arts Local music Local crafts Local produce e.g coconut oil etc. Local clothing e.g lava lava etc. Share of Visitors (%)

Shopping

Degree of Participation Degree of Satisfaction

56 60 69 73 76 44 52 56 61 62 20 40 60 80 Local arts Local music Local crafts Local produce e.g coconut oil etc. Local clothing e.g local lava lava (sarong) etc. Share of Visitors (%) Upolu Only Savai'i 4.1 4.4 4.2 4.3 4.2 4.0 4.3 4.1 4.3 4.1 3.8 3.9 4.0 4.1 4.2 4.3 4.4 4.5 Local arts Local music Local crafts Local produce e.g coconut oil etc. Local clothing e.g local lava lava (sarong) etc. Mean Upolu Only Savai'i

Satisfaction with Samoa

3.2 3.6 3.9 3.9 4.0 4.0 4.0 4.1 4.1 4.2 4.6 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6 4.8 Internet and phone availability, cost and coverage General shopping opportunities The experience of using public transport The information that was available while in Samoa Value for money The information that was available when planning this trip The experience of renting a vehicle Airport arrival/departure experience The overall level of service in Samoa Variety of things to see and do The friendliness of the people in Samoa Mean 1 = Very Dissatisfied 5 = Very Satisfied

Image from: https://www.facebook.com/SamoaTourismAuthority/.

Satisfaction with Samoa

3.2 3.6 4.0 3.9 4.0 4.1 4.0 4.0 4.1 4.3 4.5 3.3 3.5 3.8 3.9 4.0 4.0 4.1 4.1 4.1 4.2 4.5 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6 4.8 Internet and phone availability, cost and coverage General shopping opportunities The experience of using public transport The information that was available while in Samoa Value for money Airport arrival/departure experience The information that was available when planning this trip The experience of renting a vehicle The overall level of service in Samoa Variety of things to see and do The friendliness of the people in Samoa Mean Upolu Only Savai'i

17% Activities, attractions, entertainment & events 49% Environment, cleanliness & weather 37% Local people

Most Appealing Aspects

Most Appealing Aspects

1 1 3 3 3 4 4 5 7 8 13 14 17 37 49 5 10 15 20 25 30 35 40 45 50 Overall good experience Safety New developments Affordability and accessibility Infrastructure Level of service Un-commercial Emotional connection Accommodation Food and beverage Atmosphere Culture Activities, attractions and entertainment, events Local people Environment Share of Visitors (%)

Note: Multiple responses, therefore total does not add up to 100%. Image from: https://www.facebook.com/SamoaTourismAuthority/.

Most Appealing Aspects

Note: Multiple responses, therefore total does not add up to 100%.

6 2 3 3 5 4 6 5 8 15 12 18 37 56 3 3 3 4 4 5 8 8 13 13 18 38 47 10 20 30 40 50 60 Savai'i Island New developments Affordable accessible and effortless Infrastructure, public service and facilities Not overly commercialised and unspoiled Customer service Emotional connection Accommodation Food and beverage Culture Ambience and atmosphere Activities, attractions, entertainment and events Local people Environment Share of Visitors (%) Upolu Only Savai'i

Most Appealing Aspects

§ “The beauty of the landscape coupled with the minimal impact of people and industry on your natural environment.” § ”Love the people of Samoa very friendly, kind, hospitality, religious people, very modest and very happy people.” § “Natural attractions. So well maintained and kept - rubbish bins and toilets available. Very well priced - I would have been happy to pay more for Activities.” § “Richness of the culture and the importance it still holds among the youth.” § “We enjoyed that it was laid back and much more authentic than other Pacific islands. People were so friendly!” § “The abundance of fresh produce at good prices.”

Comments:

Most Appealing Aspects

ferry excursions between Upolu & Savaii

§ Almost e everything! S Savai'i i is l like l little H Hawaii i in t terms o

• f t

the v volcanoes a and surroundings b but m much q quieter a as y you f feel l like y you h have t the w whole i island t to y yourself

• Savai'i i

is s spectacular a and q quite d different t to U Upolu ( (which i is a also s spectacular b but i in a d different w way). § Vi Visi siti ting ng Savai’i ’i, b , beautiful p place t to g

• go. L

. Lived u up t to a all e

• expectations. F

. Family a also i in Apia, g , great t to s see t them. § Savai’i ’i i is n naturally b beautiful a and l less d developed t than e elsewhere i in t the P Pacific. . Please d don't l let t the d developers s spoil i it o

• r t

the p people.

Least Appealing Aspects

9% Food and beverage 9% Rubbish and natural environment 28% Infrastructure, public services and facilities

Least Appealing Aspects

1 1 2 2 3 4 4 4 5 5 6 6 7 7 7 7 9 9 28 5 10 15 20 25 30 Safety Too touristy or commercial Lack of information Rental cars Accommodation Bad weather Airport and arriving and departing Shopping experience Feeling unwelcome and exploited Stray animals and mosquitos Local people Attractions and activities Customer service Social issues Apia Cost of goods and services Rubbish and natural environment Food and beverage Infrastructure, public services and facilities Share of Visitors (%)

Note: Multiple responses, therefore total does not add up to 100%

Least Appealing Aspects

Note: Multiple responses, therefore total does not add up to 100%.

2 4 4 7 4 9 3 6 6 6 7 7 6 11 8 13 31 1 3 4 4 5 5 5 5 6 7 8 8 8 9 10 13 28 5 10 15 20 25 30 35 Lack of information Accommodation Shopping experience Stray animals and mosquitos Bad weather Local people Airport, arriving and departing Feeling unwelcome and exploited Attractions and activities Cost of goods and services Social issues Customer service Apia Rubbish and natural environment Food and beverage Nothing Infrastructure, public services and facilities Share of Visitors (%) Upolu Only Savai'i

Least Appealing Aspects

§ “Lack of road markings, as we self-drove around it was confusing at time getting to the local attractions.” § “Lack of internet and activities.” § “Internet access, that's about it!” § “The amount of waste (particularly plastic) that is discarded directly into the sea is alarming. Direct action should be taken to: 1. provide facilities for disposal of waste; 2. educate inhabitants on the consequences of marine waste (particularly the direct impact on their marine resources); 3. make efforts to reduce the amount of waste produced in the first place viz. encouraging people to minimise the amount of single-use plastic they use and perhaps return to more traditional, sustainable practices.”

Comments:

Least Appealing Aspects

§ “The lack of cleanliness and rubbish disposed and thrown anywhere.” § “…the food could be improved in particular the quality of the meat.” § “The tourist information centre was very dark and dingy. The people didn’t move behind the desks and when I asked about tours they just directed me to the agencies and couldn’t tell me anything. It was a waste of time going there and I just got harassed outside by people trying to negotiate private

• tours. Very uncomfortable experience.”

§ “Just the young kids out on the street late at night selling goods. They should be in bed preparing for school rather than being out past midnight selling these goods.”

Comments:

Least Appealing Aspects

ferry excursions between Upolu & Savaii

§ Ferry e excursions b betw tween U Upolu & & S Savai’i ’i. § We We came d during th the r rainy s season, m , most th t things a are c closed o

• n

Sundays, c , can b be d difficult t t to g get t t to S Savai’i ’i - we w waited a at th t the w wharf f for 2 h hours a and th the f ferry n never c came. § Rubbish i in S Savai’i ’i m markets ts a and r roads i in U Upolu. § The v variety ty o

• f f

food i is l limited o

• n S

Savai’i ’i. Its . Its g good b but l t limited v variety ty.

Suggestions for Improvements

Improvement Percent *

Infrastructure, public services and facilities 41% Customer service 13% Availability, quality, and price of food and drinks 11% Information 8% Airport facilities and services 8% Activities 6% Social issues 5% Accommodation 4% Overcharging and harassing visitors 4% Others 3% Car rentals 3% Safety 2% Stray animals, mosquito and animal care 2% Weather 2%

Note: Multiple responses, therefore total does not add up to 100%.

Improvement

Note: Multiple responses, therefore total does not add up to 100%.

5 4 6 6 11 5 4 12 14 47 3 5 5 7 8 8 11 13 14 40 5 10 15 20 25 30 35 40 45 50 Overcharging and harassing visitors Accommodation Social issues Activities Information Longer stay or visiting more places Airport facilities services Food and drinks Customer service Infrastructure, public services and facilities Share of Visitors (%) Upolu Only Savai'i

§ “Besides village signs, maybe more prominent signs directing visitors to set locations Samoa is known for. Street signs would be a plus. § Samoa is basically quiet in the evenings and besides hotel food, maybe more eating places to get something to eat besides food from the market.” § “Internet Coverage.” § “More fresh fruit on offer. No rubbish. Bigger hire vehicles.” § “Improve tourist information - accuracy and amount.”

Suggestions for Improvements

Comments:

ferry excursions between Upolu & Savaii

Improvement

§ Ferry e excursions b between U Upolu & & S Savai’i ’i. § Th The e facilities a at t the w wharf f for c catching t the f ferry t to a and f from S Savai’i ’i c could b be improved, a , and o

• nline b

booking w would b be a an a advantage. § More p places i in t town t to d dine i in a and c cafes i in S Savai’i ’i. § The t turtle s sanctuary o

• n S

Savai’i ’i. I k . I know t the l locals n need a an i income, b , but t that i is n not a a sanctuary, m , more o

• f a

a t turtle p prison, v , very d disappointed a and d disgusted! § Lack o

• f t

tourist i information a available a about t traveling t to S Savai’i ’i. § More t tourist i info, p , particularly a about w which f ferry t to c catch t to S Savai’i ’i.

Would you return to Samoa ?

§ 35% Visit other places around the world or already have visited § 17% Limited attractions, activities and entertainment § 14% Under developed § 10% Cost of goods and services

* n=248

Main reasons of NOT returning to Samoa :

91% Yes

J

9% No *

Reason not to re-visit Samoa

§ “Feel as though we have seen most of what is on offer. We enjoyed it but want to visit other places.” § “My dream is to visit every country in the world. I'm from the Netherlands (but currently living in China), coming back to Samoa makes no sense because I've already been to Samoa and it's much too far from the Netherlands.” § “We have been there 4 times so it is unlikely we would return.” § “Not enough activities for tourists.” § “I think Samoa needs more investment. Really nice country.” § “Not value for dollar compared to Fiji, Vanuatu, Rarotonga, and New Zealand.”

Comments:

Would you recommend Samoa?

§ 19% Limited attractions, activities and entertainment § 17% Expensive § 10% Not friendly locals § 9% Lack environment care

* n=138

Main reasons NOT recommending Samoa :

94% Yes

J

6% No *

§ “I would recommend this as a relaxing holiday however not as a swimming/snorkelling/diving destination.” § “Too much poverty and rubbish.” § “It was more expensive than we planned for, I would recommend Australia.” § “I promote my home country Fiji.”

Reason not to Recommend Samoa

Comments:

Future intentions

Return

Upolu Only 94% would recommend Savai’i 94% would recommend

Recommendation

Upolu Only 91% would return Savai’i 90% would return

Thank You!

Team Leader: Simon Milne Email: simon.milne@aut.ac.nz Web: www.nztri.org Key contributions: Mindy Sun, Jeannie Yi, Caroline Qi, Birthe Bakker

The views expressed in this publication do not necessarily reflect those of the NZ Government