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Samoa Tourism Sector Plan 2014

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TABLE OF CONTENTS FOREWORD EXECUTIVE SUMMARY SECTION 1. INTRODUCTION................................................................................................. 1 SECTION 2. BACKGROUND .................................................................................................. 2 • Government Development Policy • Review of STDP 2009 - 13 • STSP Development Process SECTION 3. SITUATION ANALYSIS ........................................................................................ 4 • Samoa and Sustainable Tourism • The Economic Value of Tourism • The Tourism Market • Cruise Sector Tourism • Tourism Supply and Products • Growth Prospects • Visitor Targets • Tourism Institutional Context SECTION 4. STRATEGIC DIRECTION, GOALS AND OBJECTIVES .............................................19 • Tourism Sector Vision • Development Principles • Strategic Policy Outcomes and Goals • Tourism Sector Indicators SECTION 5. SECTOR CONSTRAINTS, KEY STRATEGIES AND ACTIONS ..................................22 • Introduction • Marketing and Research • Investment and Business Enabling Environment • Product Development • HRD and Training • Infrastructure and Access SECTION 6. IMPLEMENTATION STRUCTURE ......................................................................63 • Tourism Sector Management and Coordinating Mechanisms SECTION 7. MONITORING AND EVALUATION ....................................................................66 • Logframe and STSP Action Plans • Performance and Monitoring • Tourism Forum and Annual Review • CDC Progress Report • Mid-term Review • Monitoring and Evaluation Framework SECTION 8.RESOURCINGFRAMEWORK ……………………………………...…………..…………………67 • STSD Budget Estimate and Medium Term Expenditure Framework ANNEX A – Review of STDP 2009 – 2013 60 ANNEX B – Logical Framework 86 ANNEX C – Action Plans 91 ANNEX D – Mid Term Expenditure Framework 104 ANNEX E – Monitoring and Evaluation Framework 109 ANNEX F - Potential TA Required For The Next 5 Years 111 List of Acronyms ADB Asian Development Bank NUS National University of Samoa ADD Activity Design Document NZAP New Zealand Aid Programme APTC Australia-Pacific Technical College OAG Office of the Attorney General AQF Australian Qualification Framework PEEP Promoting Energy Efficiency in the Pacific CBS Central Bank of Samoa PPP Public Private Partnership CDC Cabinet Development Committee PSET Post School Education and Training DBS Development Bank of Samoa PSSF Private Sector Support Facility DSC Duty Concession Scheme PUMA Planning and Urban Management Agency EPC Electric Power Corporation SAA Samoa Airport Authority GDP Gross Domestic Product SAT Samoan Tala GEF Global Environment Facility SBEC Small Business Enterprise Centre GFC Global Financial Crisis SBS Samoa Bureau of Statistics GSTC Global Sustainable Tourism Council SCoC Samoa Chamber of Commerce HRD Human Resource Development SDS Strategy for the Development of Samoa ICTP In-Country Training Programme SHA Samoa Hotels Association Industry Development and Investment SIDS Small Island Developing States IDIPD Promotion Division SLC Samoa Land Corporation IFC International Financial Council SME Small and Medium Sized Enterprise IFC International Finance Corporation SOEs State Owned Enterprises ITC International Trade Centre SPA Samoa Port Authority IVS International Visitor Survey SPTO South Pacific Tourism Organisation LTA Land Transport Authority SQA Samoa Qualifications Authority MCIL Ministry of Commerce Industry and Labour SQF Samoa Qualification Framework MCIT Ministry of Communications and SSC Samoa Shipping Corporation Information Technology SSDP Samoa Sanitation and Drainage Project MESC Ministry of Education Sports and SSFA Samoa Sports Facility Authority Culture SSTA Samoa Savaii Tourism Association MfR Ministry for Revenue STA Samoa Tourism Authority MNRE Ministry of Natural Resources and Environment STDP Samoa Tourism Development Plan – 2009 - 2013 MoF Ministry of Finance STSP Samoa Tourism Support Program MoH Ministry of Health STSP Samoa Tourism Sector Plan 2014 - 2019 MoPP Ministry of Police and Prisons Samoa Tourism Workforce Development Plan STWDP 2010 - 2012 MoT Ministry of Tourism SWA Samoa Water Authority MPMC Ministry of Prime Minister and Cabinet MTC Manufacturing Trade and Commerce TA Technical Assistance TBC To Be Confirmed MTEF Medium Term Expenditure Framework Ministry of Women, Community & MWSCD Social Development TCRP Tourism Cyclone Recovery Program MWTI Ministry of Works Transport and TDA Tourism Development Areas Infrastructure TH Tourism and Hospitality NBC National Beautification Committee TMT Tourism Marketing Taskforce NESP National Environmental Sector Plan 2013-2017TPI Tourism Price Index NGO Non-Government Organisation Tourism Led Poverty Reduction NHS National Health Service TPRP Program NISP National Infrastructure Strategic Plan TSCU Tourism Sector Coordination Unit TSSC Tourism Sector Steering Committee UNWTO World Tourism Organisation TTRP Tourism Tsunami Recovery Programme USA United States of America TTT Tourism Training Taskforce VERT Voluntary Emergency Recovery Team Technical Vocational Education and VFR Visiting Friends and Relatives TVET Training WB World Bank TVET Technical Vocational Education and Training WIBDI Women in Business Development Incorporated TWG Technical Working Group YTD Year To Date UN United Nations UNEP United Nations Environment Programme FOREWORD It gives me great pleasure to present the Samoa Tourism Sector Plan (STSP) 2014- 2019. The Plan brings to the fore the various key aspects of the tourism industry, which continues to emerge as the major engine of economic growth for Samoa. It gives industry, government and all stakeholders the vision, goals, targets and actions to meet the challenges and opportunities facing the sector over the next five years. The Samoa Tourism Sector Plan lays the foundation for the coordinated and sustainable development of tourism for Samoa. In the Strategy for the Development of Samoa (SDS), Tourism is recognised as one of the Key Outcomes under Priority Area One. It is an area where the government has placed great emphasis, as tourism hold much potential for future growth. Great benefits are envisaged and have already been realised from this very important sector. It supports employment, provides foreign exchange and builds the economy of Samoa. The rapid growth of tourism over recent decades presents both challenges and opportunities. No part of the globe is now untouched by tourism as one of the world’s biggest industries and that includes the Pacific region. In a dynamic global environment, the Samoa Tourism Sector has identified the priorities for its development by establishing a collective strategic approach. This approach incorporates all relevant stakeholders and other areas of Samoa’s economy, and continues to preserve existing markets, attract new market segments and develop new products. The Plan articulates a Vision that ‘By 2019, Samoa will have a growing tourism sector, which engages our visitors and people and is recognised as the leading Pacific destination for sustainable tourism’. The Plan’s strategic aim is to encourage more visitors to spend more money which will lead to increased growth and sustainable tourism development. The Plan establishes a roadmap to deliver on this Vision, but achieving this will require commitments from all stakeholders. In order to manage and develop tourism in a sustainable way, we need to be able to measure the benefits tourism is bringing to the economy and how we can make Samoa an even more attractive destination to visitors from around the world. The Plan will assist all tourism stakeholders to better plan and develop their investments, whether these be in the private sector, in tourism products, or government investment in marketing, training and infrastructure. We are grateful to the Government of New Zealand for its ongoing support, through the Samoa Tourism Support Programme (STSP). I believe that this partnership will continue and great benefits will be realised for all the people of Samoa, as tourism is everyone's business. Faafetai, Tuilaepa Fatialofa Sailele Malielegaoi MINISTER OF TOURISM AND PRIME MINISTER OF SAMOA Samoa Tourism Sector Plan – 2014 – 2019 Executive Summary Introduction This Samoa Tourism Sector Plan (STSP) establishes a framework for the development of tourism in Samoa for the five year period from 2014 – 2019. This Plan has been prepared to document clear priorities for tourism sector development and establish the stakeholder roles, mechanisms and resourcing requirements to support a sector based development approach. A phased approach has been adopted for implementation of the STSP, with a number of Immediate Priorities established for the first two years of the Plan. The priorities identified in this document have been developed following a review of the previous Tourism Sector Plan (Annex A) and have also drawn on numerous existing studies including tourism specific studies and existing government policies and plans in key areas including infrastructure, trade and industry and education. The development of this Plan has also been supported by wide ranging stakeholder consultation. Outline and Content A thorough Situation Analysis for the sector has been undertaken and is presented in Section Three. The Situation Analysis documents the performance of the sector and identifies the key characteristics of the demand and supply sides of the sector, as well as analyzing growth prospects and establishing sector targets. The Strategic
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