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Samoa Tourism Authority SAMOA TOURISM AUTHORITY ANNUAL REPORT FINANCIAL YEAR 2019/2020 1 31 October 2020 The Honorable Speaker of the House Afioga Leaupepe Toleafoa Faafisi Legislative Assembly MULINUU SAMOA TOURISM AUTHORITY ANNUAL REPORT 2019 - 2020 In accordance with Section 23 of the Public Bodies (Performance and Accountability) Act 2001, I have the privilege to submit before Parliament the Annual Report of the Samoa Tourism Authority for the financial year, July 2019 to June 2020. Faafetai. Sala Fata Pinati MINISTER OF TOURISM 2 TABLE OF CONTENTS 1.0 MESSAGE FROM THE MINISTER ............................................................................................................. 5 2.0 MESSAGE FROM THE CHIEF EXECUTIVE OFFICER ................................................................................... 6 3.0 EXECUTIVE SUMMARY ............................................................................................................................ 7 4.0 MANDATE ............................................................................................................................................... 8 4.1 Tourism Development Act 2012 ........................................................................................................... 8 5.0 ENTITY PROFILE ....................................................................................................................................... 8 5.1 Organization Profile .............................................................................................................................. 8 5.2 Organizational Structure ...................................................................................................................... 8 5.3 Board of Directors (July 1, 2019 – 30 June 2020) ................................................................................. 8 5.4 Management (July 1, 2019 – 30 June 2020) ......................................................................................... 8 5.5 Organizational Chart ............................................................................................................................. 9 6.0 POLICY AND SECTOR COORDINATION .................................................................................................. 10 6.1 Overview ............................................................................................................................................ 10 6.2 Goals, Key Performance Indicators and Results of PSC for FY2019/2020 .......................................... 10 6.3 Covid-19 Recovery response proposal .......................................................................................... 10-11 6.4 Samoa Tourism Growth Partnership .................................................................................................. 11 6.5 Review of the Samoa Tourism Sector Plan 2014-2019 and writing of new sector plan 2020-2025 .. 12 6.6 Review of the Samoa Destination Marketing Plan 2014-2019 and writing of the new Samoa destination Marketing Plan 2020-2025 ...................................................................................................... 12 7.0 SALES AND MARKETING ....................................................................................................................... 13 7.1 Overview ....................................................................................................................................... 13-15 7.2 Goals, Key Performance Indicators, Results for Sales & Marketing-Apia FY2019/2020 .................... 15 7.3 Goals, Key Performance Indicators, Results for Sales & Marketing-Australia FY2019/2020 ............. 16 7.4 Goals, Key Performance Indicators, Results for Sales & Marketing-N. Z FY2019/2020 ..................... 17 7.5 Goals, Key Performance Indicators, Results for Sales & Marketing-Nth America FY2019/2020 .. 17-18 7.6 Goals, Key Performance Indicators, Results for Sales & Marketing-UK/Europe FY2019/2020 ..... 18-19 7.7 Goals, Key Performance Indicators, Results for Sales & Marketing-Am. Samoa FY2019/2020 .... 19-20 7.8 Goals, Key Performance Indicators, Results for Sales & Marketing-Asia FY2019/2020 ..................... 20 7.9 Other Marketing Updated .................................................................................................................. 21 3 8.0 PLANNING AND DEVELOPMENT ........................................................................................................... 21 8.1 Overview ............................................................................................................................................ 21 8.2 Goals, Key Performance Indicators, Results for Planning & Development FY2019/2020 ............. 21-22 8.3 Tourism Sector Capacity Building and Workforce Development .................................................. 23-24 8.4 Awareness and Education Program............................................................................................... 24-25 8.5 Tourism Training Taskforce (TTT) ....................................................................................................... 25 8.6 Samoa Tourism Growth Partnership (STGP) – Capacity Building & Training...................................... 25 8.7 Trainings and Workshops for the Staff ............................................................................................... 25 8.8 Product, Service & Infrastructure ....................................................................................................... 26 8.9 Tourism Business & Investment ......................................................................................................... 26 8.10 Climate Change & Disaster Management ........................................................................................ 27 8.11Agritourism Park, Atele ................................................................................................................ 27-28 8.12 Garden Toilets project ...................................................................................................................... 28 8.13 National Beautification Campaign .................................................................................................... 28 9.0 RESEARCH AND STATISTICS .................................................................................................................. 28 9.1 Overview ....................................................................................................................................... 28-30 9.2 Goals, Key Performance Indicators, Results for Research & Statistics FY2018/2019 ......................... 30 9.3 Assessment of Visitor Arrivals by Markets ......................................................................................... 31 9.4 Assessment of Visitor Arrivals by Purpose of Travel ..................................................................... 31-32 9.5 Assessment of Visitor Expenditure ................................................................................................ 32-33 9.6 Assessment of Choice of Accommodation .................................................................................... 33-34 9.7 Assessment of Hotels Occupancy Rates ........................................................................................ 34-35 9.8 Assessment of Cruise Ship Visitors ..................................................................................................... 35 9.9 Assessment of Aviation Capacity ................................................................................................... 35-36 10.0 FINANCE AND CORPORATE SERVICES ................................................................................................. 36 10.1 Overview ..................................................................................................................................... 36-37 10.2 Annual Accounts, Systems, Finances, Analysis ............................................................................ 37-38 10.3 Human Resources ........................................................................................................................ 38-39 4 1.0 MESSAGE FROM THE MINISTER Talofa lava! I am pleased as the Minister of Tourism to present this Annual Report for the Financial Year July 2019 to June 2020 highlighting some of the milestones and significant challenges by the government and the sector. The FY 2019/2020 is arguably one of the most challenging year for the industry if not, our generation. We started positively with recorded growth of 15.8% in the first quarter driven mainly by our sports and business sectors during the South Pacific Games in July 2019. Such promising results led to high expectations and forecasting a far better yield and annual return for the industry. Unfortunately, the following months were not as favorable as we have hoped for. The measles epidemic which led to strict travel restrictions have adversely impacted the industry. Recorded negative growth and the decline was felt and experienced across the whole sector especially the accommodation sector and other key essential services. As we were in the recovering phases from the measles, COVID-19 outbreak further added more challenges on the already struggling industry. The COVID-19 impact to date has significantly pummeled the sector with increased unemployment, delayed financial institution obligations, disruptions to all supply chains amongst other key concerns. Recovery of the industry is one of
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