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Table of Contents 1.0 MESSAGE from the MINISTER Table of Contents 1.0 MESSAGE FROM THE MINISTER ............................................................................................................. 2 2.0 MESSAGE FROM THE CHIEF EXECUTIVE OFFICER .............................................................................. 3 3.0 EXECUTIVE SUMMARY ...................................................................................................................... 4 4.0 MARKETING AND PROMOTIONS ..................................................................................................... 8 5.0 PLANNING & DEVELOPMENT ......................................................................................................... 15 6.0 RESEARCH AND STATISTICS ................................................................................................................. 25 7.0 POLICY ADVICE .................................................................................................................................... 34 8.0 FINANCE AND CORPORATE SERVICES .............................................................................................. 38 9.0 ANNUAL ACCOUNTS FOR THE YEAR ENDED 30 JUNE 2014 ………………………………………..42 Samoa Tourism Authority Annual Report 2013- 2014 1 1.0 MESSAGE FROM THE MINISTER On behalf of the Samoa Tourism Authority (STA) Board of Directors, I wish to present the Annual Accounts for the Financial Year July 2013 -June 2014. Despite the continued challenging global economic environment, war and civil unrest in the Western World, Government of Samoa maintains to support the tourism sector, the industry, it’s partners and stakeholders as reflected in the increased budget for the Authority which amounted to $11,608,916 a 1.02% increase from that of the previous year. Tourism continues to play a leading role in the development of Samoa with its current contribution of 20 – 20% and it is considered a priority sector for the future development of the country. Hence, we continued to embrace and assist where necessary as it proves to be the vehicle of growth for the economy of Samoa. In terms of new development and tourism investment 16 new accommodation facilities were recorded with 9 being operational and 6 still at the planning stage. For tours and new attraction sites, additional 5 new sites were recorded for this particular period. A more interesting one was the extension of business by Samoa Lands Corporation (SLC) to include accommodation in their line of business with the Opening of its first premises called Malifa Lodge. In addition, another five star and remarkable scenery with the grand opening of Return to Paradise at Lefaga that added more choices and value for money for Tourists and our locals alike. I am more confident with the current trend and growth of Tourism in Samoa as more and more international investors had shown interest in all Tourism Related Development within our shores. In order to manage and develop tourism in a sustainable way, we need to be able to measure what benefits tourism is bringing and how we can establish Samoa as a more attractive destination. Delivering the promise through improved services across the sector is therefore fundamental in meeting and exceeding the expectations of our visitors. Lastly, a BIG FA’AMALO to the CEO, Management and Staff the people behind the wheel whom are turning all these planning and development into reality and working hand in hand for Sustainable Tourism day in day out. Ia Manuia! Tuilaepa Fatialofa Lupesoli’ai Dr. Sailele Malielegaoi Minister of Tourism Samoa Tourism Authority Annual Report 2013- 2014 2 2.0 MESSAGE FROM THE CHIEF EXECUTIVE OFFICER First and foremost we would like to acknowledge with gratitude the asssistance of our Development Partners, NZAid, AusAID, United Nations a name afew alongside the Government of Samoa through its annual budget allocations. With regards to the later, I humbly conveyed our thankfulness for we have just managed to deliver programmes, activities and outcomes despite its limitation to the best of our ability to ensure we engaged the Tourism Sector, the Industry and our stakeholders in our service delivery. The content of this report, features in details programmes and activities implemented within this period as well as its direct impact and effects on Tourism Development together with issues and challenges that we had faced along the way. Some highlights of activities implemented during this period was one the success of our first ever Tourism Community Roadshow that was staged at Lalomanu for four huge Districts – Aleipata Itupa I Lalo, Aleipata Itupa i Luga, Lepa and Lotofaga. It encompassed the three main pillars of Tagata, Siosiomaga and Agafeso’otai as the main concepts of our Tourism Development engaging Communities. Upon the success of that first Roadshow, we had decided to stage 3 more Roadshows around the Country and in both Upolu and Savaii. Another, major activity was the wide promotion of Tourism Development Act 2012 to Communities, our Stakeholders and Industry. Following that process was the general consultations for review of Samoa Tourism Development Plan 2009 – 2013. For the very first time, Miss Sāmoa Pageant has been graduated and contracted out to the winning bidder of Manaia Event Inc. Despite that new arrangement STA remained still to provide assistance and constant advice that has proven the pageant a very successful one. A new initiative given the great assistance of SPTO to our Industry and its stakeholders and partners was the use and development of websites for bookings and reservations and least to mention, the use of social media as promotional tools. Least to mention, Tourism Industry was fortunate to host a variety of sports related events during this period that saw many enthusiasts and supporters alike travelling to our shore to participate in these very challenging events like the Swim Series, triathlon series and Iron Man to name a few. Thus, it has recorded an impressive increase of visitors inbound to 71% and compared to previous years. Yet we continued to thank the Hon. Prime Minister/Minister for Tourism for his commitment to growing the sector. We also acknowledge the guidance and support of the STA Board of Directors in the last twelve months. Last but not least, I thank the Samoa Tourism Authority staff for their diligent work which has contributed positively to the sector’s development this year. Ma le faaaloalo tele lava Papalii Matatamalii Sonja Hunter CHIEF EXECUTIVE OFFICER Samoa Tourism Authority Annual Report 2013- 2014 3 3.0 EXECUTIVE SUMMARY This Annual Report covers the Financial Year July 2013 - June 2014. Government’s commitment to the development of the tourism sector in driving national economic growth was again evident in the approval of a $11,608,916 million budget for this financial year, an increase of about 1.02% from that of last year. The additional resources helped strengthen marketing and product development initiatives in the aim to increase demand in our source markets. In this report it entails functions of the Authority as stipulated by the Tourism Development Act 2012, main functions of each division together with enhancement of the Policy Advisory Unit with the realization of the Sector Coordination Unit and a Policy Analyst and instead disestablished Cultural Liaison Officer as it no longer needed. Moreover, activities as per Core Outcomes of each Division as dictates by our Local Budget together with work achieved, impacts and challenges that were faced not only by the Office but also by the Industry at large. This period too saw the Authority’s effort in engaging Communities in its work and overall goals in order to win the support and assistance of Village Leaders, Women and Youth as well as students to continue to have an interest in Tourism but also to play a part in contributing to overall Tourism Development. Moreover, all these efforts were outlined and being driven by our STSDP Plan 2009 – 2013 and were thoroughly discussed during its review processes with the ultimate purpose of developing a new plan that would cater for new challenges, new product and services and constant fluctuation of the global market. Straightforward analyses of Human Resource and Finance as per Fiscal Year operations are included as part of our obligation to be accountable and transparency. 3.1 FUNCTIONS OF THE AUTHORITY The core functions of the Authority as set out in its main Legislation – Tourism Development Act 2012 Part V Section 16(1)(a) – (m) are stipulated below: 1) The Authority shall be responsible for the administration, promotion and regulation of tourism industry in Samoa in accordance with this Act, and other relevant laws. a. hosting or participating in any forum or meeting in relation to any purpose provided for under this Act, and ensuring that the resolutions of any forum convened to promote engagement between relevant stakeholders are actioned and addressed for the benefit of tourism in Samoa; b. formulating proposals for incentive schemes to develop tourism, and performing any function and exercising any power in relation to the approval of incentives for any tourism business in accordance with any law giving such a role to the Authority; c. formulating tourism related policies and preparing and approving the tourism development plans, and advising the Minister and Government in relation to such policy and planning matters; Samoa Tourism Authority Annual Report 2013- 2014 4 d. ensuring that consultation takes place with other government agencies in relation
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