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Samoa Tourism Development Plan 2009 – 2013

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Samoa Tourism Development Plan 2009 – 2013 The Treasured Islands of the South Pacifi 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: [email protected] Website: www.samoa.travel i Table of Contents 1. Foreword .................................................................. 1 6. Link to the Strategy for the Development of Samoa 2008 - 2012 ............................................................. 22 2. Executive Summary ................................................... 3 7. Our Vision for Tourism in Samoa ................................. 22 2.1. Introduction .................................................................. 3 2.2. Tourism performance ..................................................... 3 8. Rationale Underpinning Vision ..................................... 24 2.3. Tourism overview .......................................................... 5 2.4. Our vision for tourism in Samoa ...................................... 5 9. Our Guiding Principles .............................................. 26 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 2.9. Key themes and focus areas ........................................... 7 11.1 Our icons .................................................................... 28 2.10. Destination promotion and marketing ............................. 7 11.2 Our natural environment .............................................. 28 2.11. Product, service and infrastructural development ............. 7 11.3 Our built environment .................................................. 28 2.12. Resource management .................................................. 8 11.4 Our People and Culture ............................................... 29 2.13. Access .......................................................................... 8 11.5 Our cuisine, fashions and designs ................................. 29 2.14. Capacity building and workforce development ................. 8 11.6 Our special activities .................................................... 29 2.15. Land, business and investment ....................................... 9 11.7 The sensations that Samoa engenders .......................... 29 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 12.2 Social goals ................................................................. 30 3. Introduction ............................................................ 10 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 4.2.4. Improved facilities for residents ............................. 12 15.1 New Zealand ............................................................... 34 4.2.5. Opportunities for business ..................................... 12 15.2 Australia ..................................................................... 34 4.2.6. Preservation of the environment, culture and 15.3 American Samoa ........................................................... 34 heritage ............................................................... 12 15.4 North America ............................................................. 34 4.2.7. Improved transport services .................................. 12 15.5 United Kingdom/Europe ............................................... 35 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 17.2 Travel patterns ............................................................ 37 5.1. About Samoa ............................................................... 14 17.3 Interests by life stage segment ........................................ 37 5.1.1. Geography and people .......................................... 14 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 18.4 Access ........................................................................ 59 APPENDIX I .................................................................. 86 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 ........................................................
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