Samoa International Visitor Survey January – March 2020
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Samoa International Visitor Survey January – March 2020 Submitted on: 04/09/2020 January - March 2020 Respondents Total number of e-mails sent: 7,648 Conversion Rate of 12% 4% of all Total number of responses: 882 visitors during the period * 8% of all Expenditure Responses cover a total of visitors 1,331 adults and 346 children during the period * * Based on January - March 2020 actual visitors statistics from Research & Statistics Division (STA) & Samoa Bureau of Statistics. Country of Origin 60 55 50 42 40 30 28 26 20 Share of Visitors (%) of Visitors Share 8 10 6 7 5 5 6 3 3 2 1 1 1 0 New Zealand Australia USA Europe Pacific America Asia Other Samoa IVS data Actual arrival data Note: survey data (unweighted) New Zealand Respondents Northland 1% Auckland Bay of plenty 56% 3% Waikato 5% Auckland, Wellington, Canterbury make up 79% of all New Zealand visitor arrivals. Others Wellington 12% 17% Canterbury 6% Note: Only major areas included. Australian Respondents Northern Territory 0.5% Queensland Western Australia 39% Queensland, New South Wales, 1% South Australia and Victoria account for 92% of 1% New South all Australian visitor arrivals. Wales 33% Victoria Australian Capital 20% Territory 3% Tasmania 0.5% Note: Only major areas included. Sample Characteristics Gender Distribution of Age Female 60% 30 25 20 10 5 15 7 Highest Qualification 8 10 7 15 16 Share of Visitors (%) ofVisitors Share 13 ▪ 76% Tertiary qualification 5 10 6 ▪ 19% High school qualification 2 1 ▪ 4% Other 0 18-29 30-39 40-49 50-59 60-69 70+ ▪ 1% No formal qualification Female Male Annual Household Income (NZ$) 35 30 29 29 Average SAT$193,939 25 NZ$110,236 20 17 15 12 Share of Visitors (%) of Visitors Share 10 7 6 5 0 Under $50,000 $50,001-100,000 $100,001-150,000 $150,001-200,000 $200,001-250,000 Over $250,001 Main Purpose of Visit 50 48 45 40 35 30 25 23 20 15 Share of Visitors (%) of Visitors Share 10 10 4 5 4 2 2 2 1 1 1 1 0.5 0 *Multiple responses, therefore total does not add up to 100%. Travel Companions 34% Travel alone Travel with companions 66% Travel Companions For those 66% Travel with companions: Who were your travelling companions?* How may people accompanied you on this trip? 60 53 51 45 50 40 38 40 35 30 30 20 14 25 20 10 6 4 20 1 1 15 14 Share of Visitors (%) ofVisitors Share 0 15 10 6 6 Share of Visitors (%) ofVisitors Share 5 0 1 2 3 4 5 6 and more *Multiple responses, therefore total does not add up to 100%. Previous Visits Overall Country breakdown 100 88 50 90 81 45 45 80 40 70 64 35 60 53 4749 30 25 50 25 40 31 20 18 28 30 21 21 2123 24 15 12 (%) ofVisitors Share 19 20 14 17 17 15 Share of Visitors (%) ofVisitors Share 1211 10 7 10 8 5 10 4 3 1 0 0 First time 2 or 3 times 4 or 5 times 5+ times First time 2 or 3 times 4 or 5 times 5+times New Zealand Australia American Samoa North America Other Pacific Europe Asia Length of Stay Average length of stay: 10.3 nights 12.0 11.2 11.1 45 10.2 10.0 39 10.0 40 9.1 35 8.0 8.0 7.6 7.2 30 25 6.0 19 20 18 15 4.0 15 9 Share of Visitors (%) ofVisitors Share 10 2.0 5 0 0.0 0 - 3 4 - 7 8 - 10 11 - 14 15 and more Number of nights Number of nights - country breakdown Destinations ▪ 45% New Zealand ▪ 37% Fiji For 24% of For 76% of visitors, Samoa is the visitors, Samoa ▪ 33% Other Pacific sole destination for their trip. is part of a larger ▪ 20% Australia journey ▪ 14% Asia ▪ 13% American Samoa ▪ 13% USA Note: Multiple responses, therefore total does not add up to 100%. Airlines 3% 1% 15% 44% Air New Zealand Samoa Airways Fiji Airways 20% Virgin Australia Talofa Airways Other 30% Note: Multiple responses, therefore total does not add up to 100%. Islands Visited 28% Savai’i Island <1% Apolima Island 95% Upolu Island 3% Manono Island Note: Multiple responses, therefore total does not add up to 100%. Islands Visited Average length of stay in Samoa and on each island 100 95 12.0 10.3 90 10.0 80 8.5 70 8.0 70 60 6.0 48 5.2 5.2 50 40 4.0 40 34 30 30 Share of Visitors (%) of Visitors Share 2.0 1.3 19 20 18 11 8 0.0 10 3 5 Samoa Total Upolu Island Savai'i Island Manono Apolima 0 Island Island* 0-3 nights 4-7 nights 8-10 nights 11-14 nights Number of nights Upolu Savai'i Manono Apoloma Note: *n=3. Destinations Visited Upolu Island Top 6 popular attractions * 31% 65% ▪ 65% Apia 33% ▪ 42% Lalomanu Beach ▪ 41% To Sua Ocean Trench ▪ 33% Piula Cave Pool ▪ 31% Mulifanua 27% ▪ 27% Togitogiga Falls 41% 42% Note: Multiple responses, therefore total does not add up to 100%. Destinations Visited Savai’i Island 29% Top 6 attractions * 43% 41% ▪ 61% Salelologa ▪ 43% Falealupo ▪ 42% Afuaau Waterfall 42% ▪ 42% Alofaaga Blowholes ▪ 41% Saleaula Lava Fields 61% ▪ 29% Swimming with Turtles 42% Note: Multiple responses, therefore total does not add up to 100%. Types of Accommodation Used 80 68 70 60 50 40 30 28 20 Share of Visitors (%) ofVisitors Share 12 10 10 6 5 3 2 0 Note: Multiple responses, therefore total does not add up to 100%. Image from: https://www.facebook.com/SamoaTourismAuthority/. Satisfaction with Accommodation 4.2 Hotel/Resort 4.1 4.1 4.3 Self catering/rented accommodation 4.1 4.2 4.6 Holiday home/ homestay 4.5 Level of service 4.5 3.7 Backpackers/Budget/Hostels 3.3 3.4 Quality, availability and 4.5 maintenance of facilities Guest houses/B&Bs/AirBnB 4.2 4.4 Overall value for money 4.3 Fales 4.1 4.2 4.6 Village homestay 4.5 4.3 4.2 Other 3.8 3.9 3.0 3.5 4.0 4.5 5.0 Mean Note: Degree of satisfaction with accommodation stayed in (mean score out of 5). How Did You Find Out About Samoa? Friends/family 54 Previous visit 39 Social media (Facebook, Twitter, Instagram etc) 14 Work colleagues / workplace information 13 General travel websites (e.g. TripAdvisor, Trivago) 10 Web search engines (e.g. Google) 10 Travel agent/agency brochures 9 The official Samoa travel website (Samoa.travel) 6 Travel books (e.g. Lonely Planet) 5 Magazine and newspaper articles 5 Television or radio programmes 5 Other 2 0 10 20 30 40 50 60 Share of Visitors (%) Note: Multiple responses, therefore total does not add up to 100%. How Did You Find Out About Samoa? Country breakdown 66 50 50 Friends/family 61 40 42 24 44 34 86 Previous visit 38 43 16 1 12 12 Social media (Facebook, Twitter, 21 New Zealnd 11 28 Instagram etc) 10 22 Australia 12 American Samoa 7 14 Work colleagues 10 North America 43 7 22 Other Pacific 10 11 Europe 7 Travel agent/agency brochures 5 8 Asia 15 8 General travel websites (e.g. 16 9 5 TripAdvisor, Trivago) 21 11 0 20 40 60 80 100 Share of Visitors (%) Note: Multiple responses, therefore total does not add up to 100%. How Did You Find Out About Samoa? Country breakdown cont. 7 13 Web search engines (e.g. Google) 10 14 25 11 5 8 The official Samoa travel website (Samoa.travel) 13 5 23 2 4 4 7 New Zealnd Television or radio programmes 2 8 4 11 Australia 3 American Samoa 6 7 Magazine and newspaper articles 10 North America 3 6 11 Other Pacific 2 3 Europe Travel books (e.g. Lonely Planet) 16 Asia 23 18 2 2 Other 2 5 11 0 20 40 60 80 100 Share of Visitors (%) Note: Multiple responses, therefore total does not add up to 100%. Factors Influencing the Visit to Samoa Quiet and relaxing atmosphere 3.8 Friendly people 3.7 A safe place 3.5 Warm and sunny weather 3.5 Culture and history 3.5 Natural attractions / eco- tourism / photography 3.5 Beaches and swimming 3.3 Friends and family in Samoa 3.2 Easy to access 3.1 Affordability 3.1 Cuisine 3.0 Snorkelling and diving 2.5 Attending an event 2.2 Business or conference 1.8 1.8 2.3 2.8 3.3 3.8 4.3 Mean Image from: https://www.facebook.com/SamoaTourismAuthority/. Factors Influencing the Visit to Samoa Country breakdown 3.8 3.5 4.0 Quiet and relaxing atmosphere 3.63.6 3.63.7 3.7 3.0 3.5 Warm and sunny weather 3.1 3.6 2.9 3.8 3.7 3.8 Friendly people 3.4 3.9 3.6 New Zealnd 3.3 3.8 3.6 Australia 3.1 3.7 A safe place 3.6 3.7 American Samoa 3.3 3.5 3.5 North America 3.3 3.6 Culture and history 3.3 4.1 Other Pacific 3.1 3.6 Europe 3.0 3.5 3.9 Asia Friends and family in Samoa 3.2 3.7 3.4 3.3 3.5 Easy to access 2.7 3.4 2.5 3.0 3.5 4.0 4.5 Mean Factors Influencing the Visit to Samoa Country breakdown cont.