Overview

Major market with potential for some further growth. Consistently the largest share and has been growing steadily. Recommend 3-pronged strategic approach in New Zealand: 1. Maintain current level of visitor arrivals with continued presence in the market 2. Increase tourism word-of-mouth message through more engagement with Samoa - NZ community 3. Focus growth on differentiating with niche market segment opportunities.

Segment Opportunities

Direct air access from the key Auckland gateway on Air New Zealand and Virgin Samoa. On average there are 12-14 flights per week between the the airlines with Air New Zealand operating a combination of wide and narrow bodies.

Distribution

The New Zealand distribution system continues to evolve as online bookings for short haul travel grow. Traditional distributors are increasing their online capabilities. Leisure bookings tend to be driven by low airfares and short/sharp sales.

Overview

American Samoa is the third largest visitor source market for Samoa. Around 11% of all holiday visitors arrive from American Samoa and just under 18% of all visitors. With close cultural ties and proximity, American Samoa is a natural source market for visitors. Despite economic challenges in American Samoa it remains a significant market and continued awareness and marketing programmes are important to maintain visitations.

Segment Opportunities

Direct air access from Pago Pago on Polynesian Airline. On average there are 5 daily flights between Pago Pago and Fagalii. New entrant Talofa Airways will beging commercial services at the end of August which will result in increased capacity on the route.

Overview

Samoa’s awareness in Australia has continued to grow over the past 5-7 years. Like New Zealand, the Australian economy continues to withstand the effects of downturns elsewhere and as the largest direct access source market, represents the major opportunity for further growth.

Segment Opportunities

Direct air access from the key Sydney and Brisbane gateway on Virgin Samoa. On average there are 2-4 flights per week from Australia. Virgin, as well as Air New Zealand also offer connecting services via Auckland, while Fiji Airways operates through Nadi.

Overview

North American market has been substantially affected by the loss of the direct air service between Apia and Los Angeles in 2011. In spite of this and the resulting decline immediately after the service ceasing, holiday visitor arrivals have plateaued over the past year or two with some future growth forecast.

Segment Opportunities

Direct air access from Honolulu Fiji Airways. The once weekly flight connects with flights between Hawaii and the US Mainland. Alternatively, passengers can connect from Los Angeles either via Nadi on Fiji Airways or Auckland on Air New Zealand.

Overview

Similar to North America, the European market has been affected by the loss of the Air New Zealand service via Los Angeles which offered direct connecting Air New Zealand and code-share partner flights with Europe. Unlike North America, European arrivals have steadily declined since the termination of this connection.

Segment Opportunities

Passengers can connect through Los Angeles and then via either Nadi on Fiji Airways, or Auckland on Air New Zealand; or through Sydney or Brisbane on Virgin Samoa; or through Singapore or Hong Kong and then onto Nadi on Fiji Airways.

Overview

Outbound tourism from Asia continues to outpace most other regions of the world. Increasing annually at 5-7% over the past two years and set to continue. Increased spending power through strong economic growth in one of the most populous regions of the world continues to ensure the region represents a number of opportunities for many destinations, including Samoa.

Segment Opportunities

Air access from key gateways is via NAN; 4-5 flights per week HKG/NAN/HKG; 2 flights per week SIN/NAN/SIN; 3 flights per week ICN/NAN/ICN.