Tourism Pdf 200372 | 27077 Samoatourismdevelopmentplan20092013

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The Treasured Islands of the South Paci c
Samoa Tourism
Development Plan
2009 – 2013
www.samoa.travel

This Plan is the third Component of the STA Governance and Planning Project
which was co-funded by the
Public Sector Improvement Facility and the Government of Samoa

July 2009

Samoa Tourism Authority
P.O. Box 2272
Apia
SAMOA
Telephone 63500 Fax 20886
Email: info@samoa.travel
Website: www.samoa.travel

Table of Contents

1. Foreword .................................................................. 1 6. Link to the Strategy for the Development of Samoa
2. Executive Summary ................................................... 3 2008 - 2012 ............................................................. 22
2.1. Introduction .................................................................. 3 7. Our Vision for Tourism in Samoa ................................. 22
2.2. Tourism performance ..................................................... 3 8. Rationale Underpinning Vision ..................................... 24
2.3. Tourism overview .......................................................... 5 9. Our Guiding Principles .............................................. 26
2.4. Our vision for tourism in Samoa ...................................... 5
2.5. Rationale underpinning the vision ................................... 6 10. Our Stakeholders ...................................................... 27
2.6. Our destination imagery and brand ................................. 6
2.7. Target markets .............................................................. 7 11. Our Destination Imagery and Brand ........................... 28
2.8. Forecast performance .................................................... 7 11.1 Our icons .................................................................... 28
2.9. Key themes and focus areas ........................................... 7 11.2 Our natural environment .............................................. 28
2.10. Destination promotion and marketing ............................. 7 11.3 Our built environment .................................................. 28
2.11. Product, service and infrastructural development ............. 7 11.4 Our People and Culture ............................................... 29
2.12. Resource management .................................................. 8 11.5 Our cuisine, fashions and designs ................................. 29
2.13. Access .......................................................................... 8 11.6 Our special activities .................................................... 29
2.14. Capacity building and workforce development ................. 8 11.7 The sensations that Samoa engenders .......................... 29
2.15. Land, business and investment ....................................... 9
2.16. Research, planning and impact management................... 9 12. Goals for Tourism ..................................................... 30
2.17. Institutions and industry frameworks .............................. 9
2.18. Risk management .......................................................... 9 12.1 Economic goals ........................................................... 30
3. Introduction ............................................................ 10 12.2 Social goals ................................................................. 30
12.3 Cultural goals .............................................................. 30
4. Growing Tourism for Samoa ..................................... 11 12.4 Environmental goals .................................................... 30
4.1. Tourism defined .......................................................... 11 13. Relevant Economic and Social Trends ......................... 31
4.2. The benefits of tourism ................................................ 11 14. Significant relevant industry trends ............................ 32
4.2.1. Multiplier effect ..................................................... 11
4.2.2. Employment opportunities ..................................... 12 15. Core Markets Outlook ............................................... 34
4.2.3. Diversification ....................................................... 12 15.1 New Zealand ............................................................... 34
4.2.4. Improved facilities for residents ............................. 12 15.2 Australia ..................................................................... 34
4.2.5. Opportunities for business ..................................... 12 15.3 American Samoa ........................................................... 34
4.2.6. Preservation of the environment, culture and 15.4 North America ............................................................. 34
heritage ............................................................... 12 15.5 United Kingdom/Europe ............................................... 35
4.2.7. Improved transport services .................................. 12
4.2.8. Educational opportunities ...................................... 12 16. Forecast Performance ............................................... 36
4.2.9. A broader social outlook ........................................ 12
4.3. Generating community support and involvement ........... 12 17. Consumer Travel Patterns and Preferences ................. 37
5. Profile of Samoa ...................................................... 14 17.1 Motivators and preferred experiences ........................... 37
5.1. About Samoa ............................................................... 14 17.2 Travel patterns ............................................................ 37
5.1.1. Geography and people .......................................... 14 17.3 Interests by life stage segment ........................................ 37
5.1.2. Culture ................................................................. 14 18 Key Themes of Strategy Development and Action Plan 41
5.1.3. History ................................................................. 15 18.1 Destination promotion and marketing ........................... 41
5.1.4. Government ......................................................... 15 18.1.1 Introduction ......................................................... 41
5.2 Overview of tourism in Samoa ...................................... 15 18.1.2 Goals and key areas of focus ................................. 41
5.2.1 Destination appeal ................................................ 15 18.1.3 Strategies and plans ............................................. 42
5.2.2 Industry sector background ................................... 17 18.2 Product, service and infrastructure development ........... 47
5.3 Tourism performance in Samoa – 10 years to 2008 ....... 19 18.2.1 Introduction ......................................................... 47
5.3.1 Overall performance .............................................. 19 18.2.2 Goals and key areas of focus ................................. 48
5.3.2 Performance by traveller type ................................ 20 18.2.3 Strategies and plans ............................................. 48
5.3.3 Economic contribution ........................................... 21 18.3 Resource management ................................................ 56
Samoa Tourism Authority Development Plan 2009 – 2013 – a guide to sustainable tourism | ii

18.3.1 Introduction ......................................................... 56 Risks from the individual traveler (personal risks) ................ 85
18.3.2 Goals and key areas of focus ................................. 56 APPENDIX I .................................................................. 86
18.4 Access ........................................................................ 59
18.4.1 Introduction ......................................................... 59 Key actions and priorities – Destination promotion and
18.4.2 Goals and key areas of focus ................................. 60 marketing ............................................................ 87
18.4.3 Strategies and plans .............................................. 60 Key actions and priorities – Product, service and
18.5 Tourism capacity building and workforce development ... 62 infrastructure development ................................... 91
18.5.1 Introduction ......................................................... 62 Key actions and priorities – Resource Management .............. 96
18.5.2 Goals and key areas of focus ................................. 62 Key actions and priorities - Access ...................................... 98
18.5.3 Strategies and plans .............................................. 63 Key actions and priorities – Tourism capacity building and
18.6 Land, business and investment ..................................... 65 workforce development ....................................... 100
18.6.1 Introduction ........................................................... 65 Key actions and priorities – Land, business and investment 102
18.6.2 Goals and key areas of focus ................................. 65 Key actions and priorities – Research, planning and impact
18.6.3 Strategies and plans .............................................. 65 management ...................................................... 104
18.7 Research, planning and impact management................. 69 Key actions and priorities – Institutions and industry
18.7.1 Introduction ......................................................... 69 framework ......................................................... 106
18.7.2 Goals and key areas of focus ................................. 69 APPENDIX II ............................................................... 107
18.7.3 Strategies and plans .............................................. 69
18.8 Institutions and industry framework .............................. 71 SWOT ANALYSIS ........................................................ 107
18.8.1 Introduction ......................................................... 71
18.8.2 Goals and key areas of focus ................................. 72 Supply Side: SWOT Analysis, Strategies and Actions ............... 108
18.8.3 Strategies and plans .............................................. 73 Social environment .......................................................... 108
19 Implementation ....................................................... 76 Planning, information sources and impact management ..... 110
Human resources, industry capabilities and standards
19.1 From planning to action ............................................... 76 generally ............................................................ 112
19.2 Development partner programs liaison .......................... 76 Aviation Access ................................................................ 114
19.3 Co-ordination, monitoring and review ........................... 76 Accommodation and hospitality ......................................... 116
19.4 Action Plans ................................................................ 77 Terrestrial attractions, activities and transport ................... 118
19.5 Occasional special tourism task forces ........................... 77 Marine attractions, activities and transport ........................ 121
20. Managing Risk ......................................................... 78 Land, business and investment ......................................... 123
Infrastructure .................................................................. 126
20.1 Introduction ................................................................ 78 Shopping and visitor support services ................................ 127
20.2 Process ........................................................................... 78 Institutional structures and support systems ...................... 128
20.3 Risk Management Matrix .................................................. 80 Demand side: SWOT analysis, strategies and actions .............. 131
Risks from the physical environmental (natural, climatic, Planning and information sources ..................................... 131
epidemic) ............................................................. 80 Target markets and market segments ............................... 133
Risks from the human and institutional environment outside Destination marketing and promotion capacities and
the tourism sector ................................................. 82 resources ........................................................... 135
Risks from the tourism sector and related commercial sectors83 Brand “Samoa” and destination image management .......... 137

Samoa Tourism Authority Development Plan 2009 – 2013 – a guide to sustainable tourism | iii

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...The treasured islands of south paci c samoa tourism development plan www travel this is third component sta governance and planning project which was co funded by public sector improvement facility government july authority p o box apia telephone fax email info website i table contents foreword link to strategy for executive summary introduction our vision in performance rationale underpinning overview guiding principles stakeholders destination imagery brand target markets forecast icons key themes focus areas natural environment promotion marketing built product service infrastructural people culture resource management cuisine fashions designs access special activities capacity building workforce sensations that engenders land business investment research impact goals institutions industry frameworks risk economic social cultural growing environmental defined relevant trends benefits significant multiplier effect employment opportunities core outlook diversification new zealand impr...

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