Beautiful Samoa Recognised as an Emerging Island Holiday Destination
- Sebastian Sarrasin
- Apr 17
- 2 min read
We are very proud to congratulate our client, the Samoa Tourism Authority (STA), on being named “Emerging Island Holiday Destination” by National Tourism Magazine in China—an esteemed accolade awarded last month.
This recognition celebrates the unwavering dedication of STA and the broader tourism industry in positioning Samoa as a premier travel destination, particularly within the Chinese and wider Asian markets.
The award arrives at a significant time as promotional efforts intensify across both Samoa and China. STA’s Sales and Marketing Manager, Losa Maia’i Wallwork, noted that the award reflects the momentum of their strategic campaigns.
“We’ve organized a range of key initiatives, including trade and media familiarization trips, to expand our reach in the region. Our mission is to keep Samoa top-of-mind for travellers throughout China and Asia,” said Wallwork. “Recently, we hosted six travel agents from across China for the annual Samoa Tourism Exchange—just one of many steps we’re taking to build meaningful industry connections and promote our unique offerings.”
Wallwork also expressed appreciation for the dedicated efforts of the team in China: “I’d like to thank our hardworking team for their continued commitment to showcasing Samoa’s rich culture and natural beauty across Asia.”
While Chinese and Asian travellers currently make up around 6% of total arrivals to Samoa, limited flight availability remains a challenge. Still, this recent recognition signals strong potential for future growth and reinforces Samoa’s rising profile as a sought-after destination in the region.
STA remains optimistic and is leveraging this award as a launchpad to attract even more interest and engagement from Asian markets in the coming years.
Meanwhile, visitor arrivals from Europe surged by 34.8% in 2024 compared to the previous year, cementing Europe as one of Samoa’s top-performing long-haul markets.
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