Samoa International Visitor Survey (January – December 2018) Number of Visitors

Visitors to Lalomanu vs others’ Visitors Samoa International Visitor Survey (January – December 2018) Number of visitors

3,373 (45%)

Note: survey data thus unweighted. Lalomanu visitors

Country of Origin

70 62 63 60

30 24 20 Share of Visitors (%) of Visitors Share 20

10 5 6 5 3 4 3 1 2 1 1 1 0 New Zealand Australia Europe North Other Pacific Asia Other American America Countries Samoa Lalomanu Others

Note: survey data thus unweighted. Distribution of age groups

25 23 22 21 20 21 20 19 20 18

15 15 12

10 Share of Visitors (%) of Visitors Share 5 5 3

0 18-29 30-39 40-49 50-59 60-69 70+ Lalomanu Others Highest qualifications

80 76 75

Share of Visitors (%) of Visitors Share 19 19 20

10 3 4 2 2 0 Tertiary/University High school qualification Other No formal qualification qualification Lalomanu Others Annual household income in NZD

40 Average

35 34 32 Lalomanu $126,499

30 28 Others $117,086

25 21 20 20 19

15 13 Share of Visitors (%) of Visitors Share 10 9 7 7 5 5 5

0 Under $50,000 $50,001-100,000 $100,001-150,000 $150,001-200,000 $200,001-250,000 Over $250,001 Lalomanu Others Main purpose of visit

Holiday 45 66 Visiting friends or relatives 1313 Business or conference 5 17 Attending a wedding 44 Family faalavelave 3 6 Special event - sporting 12 Volunteering 23 Lalomanu Other 12 Others Education 12 Honeymoon 11 Special event - cultural 12 Employment 11 Transit 1 3 0 10 20 30 40 50 60 70 Share of Visitors (%) Travelling to Samoa alone or not?

90 80 80 71 70

40 29 30 Share of Visitors (%) of Visitors Share 20 20

0 Yes No Lalomanu Others Travelling with whom?

70 65 60 50 50 44 42 40

30 19 20

Share of Visitors (%) of Visitors Share 16 11 10 3 5 3 1 2 1 1 0 Partner / Family Friend(s) Organised Work Tour group Wedding party spouse member(s) group (e.g. colleagues school, sports etc) Lalomanu Others

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

50 45 45 43 40

20 Share of Visitors (%) of Visitors Share 15 13 12 13 12 11 11 10 7 6 5 4 5 3 3 3 2 2 2 1 1 0 1 2 3 4 5 6 7 8 9 10+ Lalomanu Others Previous visits to Samoa

60 60

50 46

30 23 20 Share of Visitors (%) of Visitors Share 20 16 15 11 9 10

0 First time 2 or 3 times 4 or 5 times 5+ times Lalomanu Others Airline used

60 56

50 50

30 22 20 20 18 Share of Visitors (%) of Visitors Share 17 16 12 10 5 2 1 2 0 Air New Zealand Samoa Airways Fiji Airways Virgin Australia Other Talofa Airways Lalomanu Others Length of stay

50 47 45 42 40 35 30 25 24 20 19 16 15 14 Share of Visitors (%) of Visitors Share 15 9 10 9 5 5 0 0-3 4-7 8-10 11-14 15 and more Number of nights

Lalomanu Others Average length of stay

Average length of stay on each island Average LoS (nights) 9.0 7.9 Lalomanu 9.2 8.0 7.0 Others 7.4 6.2 6.0 5.0 4.1 4.0 3.5

3.0 Share of Visitors (%) of Visitors Share 2.0 1.7 1.1 1.2 1.0 0.6 0.0 Upolu Savai'i Manono Apolima * Lalomanu Others

*: n≤10 Accommodation types

79 Hotel/Resort 75 23 Beach fales 9 19 Private home 22 6 Guest houses/B&Bs/AirBnB 3 5 Backpackers/Budget/Hostels 2 4 Village homestay 5 4 Self Catering / rented… 3 3 Holiday home/ homestay 3

Other 1

0 10 20 30 40 50 60 70 80 Share of Visitors (%) Lalomanu Others Satisfaction with accommodation types

Level of service

4.3 Hotel/Resort 4.3 3.9 Self Catering / rented accommodation 4.3 4.3 Holiday home/ homestay 4.7 4.2 Backpackers/Budget/Hostels 4.2 4.4 Guest houses/B&Bs/AirBnB 4.2 4.4 Beach fales 4.4 4.6 Village homestay 4.7 3.9 Other 4.1

3.6 3.8 4.0 4.2 4.4 4.6 4.8 Mean Lalomanu Others Satisfaction with accommodation types

Quality, availability and maintenance of facilities

4.2 Hotel/Resort 4.1 3.7 Self Catering / rented accommodation 4.0 4.3 Holiday home/ homestay 4.6 3.6 Backpackers/Budget/Hostels 3.8 4.1 Guest houses/B&Bs/AirBnB 4.1 4.0 Beach fales 4.1 4.4 Village homestay 4.5 3.6 Other 3.9

3.5 4.0 4.5 Mean Lalomanu Others Satisfaction with accommodation types

Overall value for money

4.1 Hotel/Resort 4.1 4.0 Self Catering / rented accommodation 4.2 4.3 Holiday home/ homestay 4.5 3.9 Backpackers/Budget/Hostels 3.8 4.2 Guest houses/B&Bs/AirBnB 4.3 4.3 Beach fales 4.3 4.5 Village homestay 4.6 4.1 Other 4.0

3.6 3.8 4.0 4.2 4.4 4.6 4.8 Mean Lalomanu Others

How did you find out about Samoa?

Friends/family 47 55 Previous visit 28 37 Web search engines (e.g. Google) 9 15 Work colleagues 14 20 Travel agent/agency brochures 1213 General travel websites (e.g. TripAdvisor, Trivago) 9 12 Social media (Facebook, Twitter, Instagram etc) 9 12 The official Samoa travel website (Samoa.travel) 5 9 Travel books (e.g. Lonely Planet) 5 7 Magazine and newspaper articles 55 Other, please specify 45 Television or radio programmes 44 Business contacts 11 Promotion (e.g. Airline, Bank) 1

0 10 20 30 40 50 60 Share of Visitors (%) Lalomanu Others Influential factors in your choice to visit Samoa

Warm and sunny weather 3.8 4.2 Quiet and relaxing atmosphere 3.8 4.2 Friendly people 3.8 4.2 Beaches and swimming 3.4 4.1 A safe place 3.7 4.0 Natural attractions / eco- tourism / photography 3.4 4.0 Culture and history 3.5 3.9 Affordability 3.4 3.7 Easy to access 3.4 3.6 Snorkelling and diving 2.7 3.3 Cuisine 3.0 3.2 Friends and family in Samoa 2.7 3.0 Attending an event 2.1 2.5 Business or conference 1.7 2.2 1.5 2.0 2.5 3.0 3.5 4.0 4.5 Mean Lalomanu Others Importance of information sources

Friends/family 3.53.6 Web search engines (e.g. Google) 3.1 3.5 General travel websites (e.g. TripAdvisor, Trivago) 2.8 3.1 The official Samoa travel website (Samoa.travel) 2.5 2.8 Previous visits 2.7 3.2 Social media (Facebook, Twitter, Instagram etc) 2.5 2.7 Travel agent/travel brochures 2.52.5 Travel books (e.g. Lonely Planet) 2.02.2 Work colleagues 2.2 2.6 Magazine and newspaper articles 2.02.0 Television or radio programmes 1.92.0 1.5 2.0 2.5 3.0 3.5 4.0 Mean Lalomanu Others How did you book your travel?

60 I made my own travel bookings using the Internet 47

25 Travel bookings were made through a travel agent 30

Travel bookings were made by others (business, 9 friends, relatives) 15

Travel bookings were made by a mix of travel agent 6 and online bookings 7

0 10 20 30 40 50 60 70 80 90 Share of Visitors (%) Lalomanu Others

Prepaid Expenditure

25 22 Per person prior to arrival 20 Lalomanu SAT $2,572 (NZ $1,431) 20 19 19 17 18 Others SAT $2,378 (NZ $1,324) 15 15 13 12 10 10 8

Share of Visitors (%) of Visitors Share 7 5 5 5 4 4 2 1 0 $1-499 $500-999 $1000-1499 $1500-1999 $2000-2499 $2500-2999 $3000-3499 $3500-3999 $4000 or more Lalomanu Others Prepaid Items

Accommodation 86 80

Breakfast or meals 44 42

Domestic transport/transfers 38 38

Tours 8 8

Other 9 9

0 10 20 30 40 50 60 70 80 90 Share of Visitors (%) Lalomanu Others

*Multiple responses, therefore total does not add up to 100%. In-Country Expenditure Per Person Per Day

Expenditure Items Lalomanu (SAT$) Others (SAT$)

Accommodation 51 43 Restaurants cafes & bars 35 33 Vehicle rental 19 14 Petrol 6 5 Bus/taxi 2 3 Ferry 2 1 Per person per day while in: Groceries 13 12 Lalomanu SAT $165 (NZ $92) Shopping 15 15 Others SAT $152(NZ $85) Tours/activities 9 7 Donations 5 8 Internet/telecommunication 1 1 Other 6 10 Total Expenditure 165 152 Spending

Lalomanu Others

Average spend per person prior to arrival flowing back to Samoa SAT$1,414/NZ$787 SAT$1,308/NZ$728

Average spend in country per person SAT$165/NZ$92 SAT$152/NZ$85 per day

Average length of stay in Samoa (nights) 9.2 7.4

TOTAL SPEND PER VISIT FLOWING BACK TO LOCAL ECONOMY SAT$2,933/NZ$1,633 SAT$2,438/NZ$1,357

Overall satisfaction

59 60 50 50

40 35 30 30

Share of Visitors (%) of Visitors Share 20 12 10 8 3 1 1 2 0 Very dissatisfied (1) 2 3 4 Very satisfied (5) Lalomanu Others Water-based Activities

Degree of Participation Degree of Satisfaction

4.6 Visiting the beach 72 97 Visiting the beach 4.5 4.6 Swimming 70 93 Swimming 4.5 4.3 Snorkelling 35 56 Snorkelling 4.1 4.1 Diving 912 Diving 3.5 4.3 Kayaking/canoeing 20 29 Kayaking/canoeing 4.0 3.9 Fishing 89 Fishing 3.5 3.6 Surfing 56 Surfing 3.1 4.0 Paddle Boarding 1013 Paddle Boarding 3.7 3.2 Water skiing 45 Water skiing 3.2 3.9 Sailing/cruising 78 Sailing/cruising 3.4 3.2 Whale watching 45 Whale watching 3.1 4.0 Swimming with turtles 15 26 Swimming with turtles 4.0 0 50 100 2.8 3.8 4.8 Share of Visitors (%) Mean Lalomanu Others Lalomanu Others Cultural Interactions

Degree of Participation Degree of Satisfaction

Dance/language/art/cooking classes 49 4.6 39 Dance/language/art/cooking classes 4.5 85 4.1 Local markets 75 Local markets 4.1 49 4.5 Island celebrations or events 42 Island celebrations or events 4.4 36 4.3 Museum visits 27 Museum visits 4.2 65 4.5 Visiting a village 54 Visiting a village 4.5 47 4.6 Cultural events/festivals 36 Cultural events/festivals 4.5 34 Attending church 4.6 Attending church 35 4.6 65 Island night feast and show 4.6 Island night feast and show 47 4.6 39 Umu 4.6 Umu 31 4.6

0 50 100 4.0 4.5 5.0 Share of Visitors (%) Mean Lalomanu Others Lalomanu Others Land-based Activities

Degree of Participation Degree of Satisfaction

93 Restaurants, bars and cafes 87 4.2 Restaurants, bars and cafes 4.2 Cultural tours 33 4.4 25 Cultural tours 4.3 Hiking and trekking 28 4.2 17 Hiking and trekking 4.1 Cycling 7 3.8 6 Cycling 3.8 Sightseeing 85 4.6 62 Sightseeing 4.5 Bird watching 11 4.0 9 Bird watching 3.9 Spa/beauty 25 4.2 21 Spa/beauty 4.1 Golfing 5 3.8 5 Golfing 3.6 16 4.1 Conservation/animal sanctuary 11 Conservation/animal sanctuary 3.8

0 50 100 3.5 4.0 4.5 5.0 Share of Visitors (%) Mean Lalomanu Others Lalomanu Others Shopping

Degree of Participation Degree of Satisfaction

52 Local arts Local arts 4.0 43 4.1

64 Local crafts Local crafts 4.1 54 4.1

68 Local produce e.g coconut oil etc. Local produce e.g coconut oil etc. 4.3 59 4.3

68 Local clothing e.g lava lava etc. Local clothing e.g lava lava etc. 4.1 61 4.2

Local music 56 Local music 4.3 48 4.3

0 20 40 60 80 100 3.5 4.0 4.5 5.0 Share of Visitors (%) Mean Lalomanu Others Lalomanu Others Satisfaction with Samoa

The friendliness of the people in Samoa 4.54.6 Variety of things to see and do 4.24.3 Airport arrival/departure experience 4.24.2 The overall level of service in Samoa 4.24.2 The experience of renting a vehicle 4.0 4.1 Value for money 4.04.1 The information that was available when planning this trip 4.14.1 The experience of using public transport 3.94.0 The information that was available while in Samoa 3.93.9 General shopping opportunities 3.63.7 Internet and phone availability, cost and coverage 3.33.4 3.0 3.5 4.0 4.5 5.0 Mean Lalomanu Others Most Appealing Aspects

. Lalomanu Beach. . I love the beautiful To Sua and the beaches at Lalomanu. Nice and clean and beautiful scenery. . Spending time at Lalomanu church and beach fale. . Relaxing and getting to know the area around Lalomanu. . The church buildings, going through the villages, the people are very welcoming, and Lalomanu beach was definitely a highlight . Lalomanu Beach was stunning. As Namua Island. . The beaches leading up to lalomanu , the scenery and waterfalls . The beauty and cleanliness of the beach at Lalomanu and the neatness of the villages and the pride they take in their gardens. The Litia Sini had excellent food but talking to people staying elsewhere it seems that food isn’t as good in other resorts. Least Appealing Aspects

. The heat and some costomer service at Lalomanu taufua beach fales. . No ATM machines at Lalomanu. . Asked to pay $40 to park and go to the Lalomanu Beach by local children. . The beach resorts in Lalomanu. . There were a couple of incidents at Lalomanu while we were there, attacks on women. Police didn’t not seem to take the complaints very seriously. . Quite expensive accommodation, road in the way to Lalomanu was a bit destroy. . On our trip around the island we stopped at a beautiful beach at Lalomanu, we were acousted by a very ordinary woman who wanted to charge us $50 to walk on her beach. . The lack of customer value in some places. A restaurant at the Lalomanu beach had the worst food and even worse employees. Improvement

. Be nice to have signs e.g road signs to Tourism destinations like Lalomanu beach. . Police need to address the aggressive people demanding money off tourists at Lalomanu Beach. . ATM at Lalomanu. . Importantly, there was a landslide that occurred near Lalomanu and there was no Safety Signs or Signals for Tourist to drive onto the Beach side to get to the other side of the road to continue. . A money machine in Lalomanu. . Advised the tourist that Lalomanu Beach and many other places are not free charge for parking. . To make sure that there are no Kilikiti games being played anywhere near the roads in the outer villages going to Lalomanu from Falefa. . Some beach fale at Lalomanu need some works! Future intentions

Return Recommendation

Lalomanu 91% would return Lalomanu 96% would recommend

Others 91% would return Others 95% would recommend Thank You!

Team Leader: Simon Milne Email: [email protected] Web: http://www.nztri.org/ Key contributions: Mindy Sun, Jin Yi