Visitors to Upolu Only vs Savai’i Visitors Samoa International Visitor Survey (January – June 2019) Number of visitors 2,914 (66%) Upolu Only visitors 1,280 (29%) Savai’i visitors (includes those who spent time on other islands) Note: survey data thus unweighted. Country of Origin 60 56 53 50 40 30 25 26 20 Share of Visitors (%) of Visitors Share 10 9 5 5 6 3 2 2 1 2 1 1 1 0 New Zealand Australia Other Pacific North Europe American Asia Other America Samoa Countries Upolu Only Savai'i Note: survey data thus unweighted. Distribution of age groups 30 28 25 23 22 22 20 20 19 17 15 15 13 13 10 Share of Visitors (%) of Visitors Share 5 5 3 0 18-29 30-39 40-49 50-59 60-69 70+ Upolu Only Savai'i Highest qualifications 80 73 73 70 60 50 40 30 Share of Visitors (%) of Visitors Share 21 19 20 10 4 6 2 2 0 Tertiary/University High school qualification Other No formal qualification qualification Upolu Only Savai'i Annual household income in NZD Average 40 35 35 Upolu Only $122,361 30 30 28 Savai’i $115,023 24 25 20 21 20 15 Share of Visitors (%) of Visitors Share 10 9 10 7 7 5 4 4 0 Under $50,000 $50,001-100,000 $100,001-150,000 $150,001-200,000 $200,001-250,000 Over $250,001 Upolu Only Savai'i Main purpose of visit Holiday 48 60 Business or conference 7 16 Visiting friends or relatives/family reunion 14 18 Family faalavelave 46 Transit 5 Attending a wedding 3 4 Other 12 Upolu Only Employment 11 Savai'i Special event-sporting 11 Education 11 Honeymoon 11 Volunteering 12 Special event-cultural 11 0 10 20 30 40 50 60 70 Share of Visitors (%) Travelling to Samoa alone or not? 90 80 76 72 70 60 50 40 28 30 24 Share of Visitors (%) of Visitors Share 20 10 0 Yes No Upolu Only Savai'i Travelling with whom? 60 57 52 50 47 45 40 30 19 20 Share of Visitors (%) of Visitors Share 17 10 10 3 2 3 2 2 0 Partner/spouse Family Friend(s) Work colleagues Tour group Organised group Wedding party member(s) (e.g. school, sports etc) *Multiple responses, therefore total does not add up to 100%. Upolu Only Savai'i Number of companions 45 43 41 40 35 30 25 20 15 16 15 Share of Visitors (%) of Visitors Share 12 12 10 10 8 9 7 6 5 5 3 2 3 2 2 2 1 1 0 1 2 3 4 5 6 7 8 9 10+ Upolu Only Savai'i Previous visits to Samoa 60 55 50 50 40 30 24 20 18 Share of Visitors (%) of Visitors Share 16 17 10 10 10 0 First time 2 or 3 times 4 or 5 times 5+ times Upolu Only Savai'i Airline used 60 49 50 47 40 30 30 28 19 Share of Visitors (%) of Visitors Share 20 18 14 12 10 4 2 2 2 0 Air New Zealand Samoa Airways Fiji Airways Virgin Australia Talofa Airways Other Upolu Only Savai'i Islands Visited 120 100 100 100 92 80 60 40 Share of Visitors (%) of Visitors Share 20 4 1 0 Upolu Savai'i Manono Apolima Upolu Only Savai'i *Multiple responses, therefore total does not add up to 100%. Length of stay 60 51 50 40 32 30 24 22 20 18 18 Share of Visitors (%) of Visitors Share 16 10 8 8 4 0 0-3 4-7 8-10 11-14 15 and more Number of nights Upolu Only Savai'i Average length of stay Average length of stay in the Samoa and on each island 12.0 10.9 10.0 8.0 7.5 7.0 6.8 6.0 Nights 4.5 4.0 2.0 1.4 0.4 0.0 Samoa total Upolu Savai'i Manono Apolima* Upolu Only Savai'i *: n=6 Attractions Visited Upolu Only Savai’i & Upolu Top attractions on Upolu * Top attractions on Upolu * . 70% Apia . 59% To Sua Ocean Trench . 43% To Sua Ocean Trench . 57% Apia . 38% Lalomanu beach . 51% Lalomanu beach . 28% Piula Cave Pool . 45% Mulifanua . 23% Togitogiga Falls . 39% Piula Cave Pool . 21% Papapapaitai Falls . 31% Togitogiga Falls *Multiple responses, therefore total does not add up to 100%. Destinations Visited Savai’i Island Top attractions - Savai’i * 38% 48% . 61% Salelologa . 48% Alofaaga Blowholes 44% . 48% Saleaula Lava Fields . 44% Afuaau Waterfall 61% . 38% Falealupo 48% *Multiple responses, therefore total does not add up to 100%. Accommodation types 75 Hotel/Resort 73 19 Private home 27 7 Fales 30 5 Village homestay 8 4 Guest houses/B&Bs/AirBnB 8 Upolu Only 3 Self Catering/Rented accommodation 5 Savai'i 3 Holiday home/Homestay 3 2 Backpackers/Budget/Hostels 8 Other 1 0 20 40 60 80 Share of Visitors (%) Satisfaction with accommodation types Level of service 4.3 Hotel/Resort 4.3 4.0 Self Catering/Rented accommodation 4.2 4.4 Holiday home/Homestay 4.3 3.8 Backpackers/Budget/Hostels 4.2 4.2 Guest houses/B&Bs/AirBnB 4.3 Upolu Only 4.4 Savai'i Fales 4.4 4.7 Village homestay 4.6 4.4 Other 4.3 3.6 3.8 4.0 4.2 4.4 4.6 4.8 Mean Satisfaction with accommodation types Quality, availability and maintenance of facilities 4.2 Hotel/Resort 4.1 3.9 Self Catering/Rented accommodation 4.0 4.4 Holiday home/Homestay 4.1 3.4 Backpackers/Budget/Hostels 3.5 3.9 Guest houses/B&Bs/AirBnB 4.0 Upolu Only 4.0 Savai'i Fales 4.1 4.5 Village homestay 4.4 4.3 Other 4.1 3.0 3.5 4.0 4.5 Mean Satisfaction with accommodation types Overall value for money 4.1 Hotel/Resort 4.1 4.3 Self Catering/Rented accommodation 4.3 4.5 Holiday home/Homestay 4.3 3.6 Backpackers/Budget/Hostels 4.2 4.1 Guest houses/B&Bs/AirBnB 4.2 Upolu Only 4.2 Savai'i Fales 4.3 4.5 Village homestay 4.4 4.2 Other 4.2 3.5 3.7 3.9 4.1 4.3 4.5 4.7 Mean How did you find out about Samoa? Friends/family 50 56 Previous visit 28 32 Work colleagues/workplace information 12 19 Travel agent/agency brochures 11 14 Web search engines (e.g. Google) 1214 Social media (Facebook, Twitter, Instagram etc) 11 16 11 General travel websites (e.g. TripAdvisor, Trivago) 12 Upolu Only The official Samoa travel website (Samoa.travel) 7 9 Savai'i Television or radio programmes 56 Magazine and newspaper articles 56 Travel books (e.g. Lonely Planet) 4 8 Other 13 0 10 20 30 40 50 60 Share of Visitors (%) Influential factors in your choice to visit Samoa Warm and sunny weather 3.94.0 Quiet and relaxing atmosphere 3.9 4.1 Friendly people 3.94.0 A safe place 3.73.8 Beaches and swimming 3.6 3.9 Culture and history 3.6 3.9 Natural attractions/eco- tourism/photography 3.6 3.9 3.4 Affordability 3.5 Upolu Only 3.4 Easy to access 3.4 Savai'i Cuisine 3.03.1 Friends and family in Samoa 3.03.0 Snorkelling and diving 2.8 3.2 Attending an event 2.2 2.4 Business or conference 1.7 2.2 1.5 2.5 3.5 4.5 Mean Importance of information sources 3.5 Friends/family 3.6 3.3 Web search engines (e.g. Google) 3.4 3.0 Previous visits 2.9 2.9 General travel websites (e.g. TripAdvisor, Trivago) 3.1 2.7 Social media (Facebook, Twitter, Instagram etc) 2.9 2.7 The official Samoa travel website (Samoa.travel) 2.8 Upolu Only 2.6 Travel agent/travel brochures 2.4 Savai'i 2.5 Work colleagues 2.2 2.1 Travel books (e.g. Lonely Planet) 2.2 2.1 Magazine and newspaper articles 2.0 2.0 Television or radio programmes 1.9 1.5 2.0 2.5 3.0 3.5 4.0 Mean How did you purchase your travel? 49 I made my own travel bookings using the Internet 61 31 Travel bookings were made through a travel agent 24 Travel bookings were made by others (business, 14 friends, relatives) 8 Travel bookings were made by a mix of travel agent 7 and online bookings 7 0 20 40 60 Share of Visitors (%) Upolu Only Savai'i Prepaid Expenditure 30 Per person prior to arrival 24 Upolu Only SAT $2391 (NZ $1,335) 25 23 Savai’i SAT $2564 (NZ $1,432) 21 20 19 16 15 15 15 14 10 10 9 Share of Visitors (%) of Visitors Share 8 6 5 5 4 3 3 2 1 0 $1-499 $500-999 $1000-1499 $1500-1999 $2000-2499 $2500-2999 $3000-3499 $3500-3999 $4000 or more Upolu Only Savai'i Prepaid Items Accommodation 81 81 Breakfast or meals 45 39 Domestic transport/transfers 38 41 Upolu Only Savai'i Tours 7 13 Other 5 4 0 10 20 30 40 50 60 70 80 90 Share of Visitors (%) *Multiple responses, therefore total does not add up to 100%. In-Country Expenditure Per Person Per Day Expenditure Items Upolu Only (SAT$) Savai'i (SAT$) Accommodation 46 41 Restaurants cafes & bars 36 27 Vehicle rental 17 20 Petrol 6 6 Bus/taxi 3 2 Ferry 0 4 Per person per day while in: Groceries 14 13 Upolu Only SAT $168 (NZ $94) Shopping 16 13 Tours/activities 7 7 Savai’i SAT $151 (NZ $84) Donations 12 14 Internet/telecommunication 3 3 Other 8 4 Total Expenditure 168 151 Spending Upolu Only Savai’i Average spend per person prior to arrival flowing back to Samoa SAT$1,315/NZ$734 SAT$1,410/NZ$788 Average spend in country per person SAT$168/NZ$94 SAT$151/NZ$84 per day Average length of stay in Samoa (nights) 7.5 10.9 TOTAL SPEND PER VISIT FLOWING BACK TO LOCAL ECONOMY SAT$2,575/NZ$1439 SAT$3,056/NZ$1704 Overall satisfaction 60 56 53 50 40 32 30 30 Share of Visitors (%) of Visitors Share 20 10 11 10 3 3 2 1 0 Very dissatisfied (1) 2 3 4 Very satisfied (5) Upolu Only Savai'i Water-based Activities Degree of Participation Degree of Satisfaction Visiting the beach 80 93 Visiting the beach 4.54.6 Swimming 78 91 Swimming 4.54.6 Snorkelling 45 58 Snorkelling 4.14.2 Kayaking/canoeing 2932 Kayaking/canoeing 4.14.3 Swimming with turtles 20 47 Swimming with turtles 3.7 4.2 Paddle Boarding 1618 Paddle Boarding 3.8 4.0 Fishing 1516 Fishing 3.7 4.1 Diving 1517 Diving 3.7 4.1 Sailing/cruising 1116 Sailing / cruising 3.6 4.1 Surfing 810 Surfing 3.3 3.7 Water skiing 89 Water skiing 3.3 3.7 Whale watching 79 Whale watching 3.23.3 0 50 100 3.0 3.5 4.0 4.5 5.0 Share of Visitors (%) Mean Upolu Only Savai'i Upolu Only Savai'i Cultural Interactions Degree of Participation Degree of Satisfaction 82 4.0 Local markets 91 Local markets 4.1 61 4.5 Visiting a village 78 Visiting a village 4.6 58 4.5 Island night feast and show 61 Island night feast and show 4.6 49 4.5 Dance/language/art/cooking classes 58 Dance/language/art/cooking classes 4.6 49 4.4 Island celebrations or events 57 Island celebrations or events 4.5 43 4.5 Cultural events/festivals 51 Cultural events/festivals 4.5 42 4.6