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Samoa Cultural Heritage Tourism Strategy

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As part of Samoa’s Covid response strategy and the need to explore opportunities to help the tourism sector recover from the impacts of the Pandemic, Samoa Tourism Authority through a close partnership with New Zealand Maori Tourism is developing the Samoa Cultural Heritage Tourism Strategy.

The strategy seeks to elevate cultural heritage and revitalise the focus on this important niche through the application of culture and indigenous knowledge to build back better, maximise cultural opportunities and capitalise on culture to strengthen destination marketing and product development.

Through the partnership with Maori Tourism, cultural specialists Faumuina Lafaele and Leituala Kuiniselani Toelupe Tago-Elisara have been engaged to develop the dedicated strategy.

The implementation of the Cultural Heritage Tourism Strategy will be delivered through the Samoa Tourism Sector Plan, building on and enhancing existing work and seeking to strengthen connections with key stakeholders.

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‘Culture is a key pillar of sustainable tourism development for Samoa and the strategy represents a structured framework with clear strategies on applying culture to influence opportunities to reconnect and rebuild, strengthen and elevate and create and innovate’, said Fa’amatuainu Lenata’i Suifua, Chief Executive Officer of Samoa Tourism Authority. 

Added Faamatuainu, ‘the strategy and established framework will amplify cultural heritage in the development agenda, ensuring its protected and preserved for the benefit and prosperity of our host communities and creates immersive visitor experiences’.

Open public consultations on the Strategy were recently held on Upolu and Savaii.

And through Zoom, Leituala shared during the discussions that by strengthening cultural heritage as a key niche, the strategy will be an important enabler of enhancing Samoa’s value proposition as a visitor destination and advancing socio-economic growth.

The Strategy will be finalised and launched before the end of the year. 




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