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Why Samoa should be on UK holidaymakers' bucket list in 2026

Samoa in the South Pacific Ocean, is emerging as one of the Pacific Island destinations set to capture the attention of UK holidaymakers in 2026, as new ABTA research points to a growing appetite for long-haul travel and authentic, lesser-known destinations.

 

ABTA’s Travel Trends 2026 report identifies “The Longest Haul” as one of six defining travel trends for the year ahead, reflecting a shift towards travelling further afield in search of meaningful experiences. Nearly half of UK travellers (48%) say they want to visit places they’ve never been before, with ABTA noting that the desire to explore the furthest corners of the globe shows no sign of slowing.

 

Of all holidaymakers who travelled abroad in the past 12 months, Australia, New Zealand and the Pacific Islands recorded the biggest growth of any region, rising from 7% to 10%. Intentions to visit the region in 2026 are already on track to match last year’s levels, with further growth expected as travel plans are confirmed.

 

For travellers heading to Australia or New Zealand, Samoa is an increasingly attractive addition, whether as a stopover or a standalone Pacific escape. ABTA highlights that travellers are recognising a value-for-money trade-off, spending more on getting further afield while benefiting from favourable exchange rates and lower day-to-day costs once in destination.


 

“Samoa speaks directly to what UK travellers are looking for right now,” says Alison Cryer MBE, Managing Director, Samoa Tourism Authority, UK and Europe. “It offers something genuinely different, a destination where culture, community and nature are deeply connected, while still delivering good value once visitors arrive.” She went on to add, “ Samoa hosted the King and Queen of England and the Commonwealth heads of government meeting in October 2024, with family links to some of the world’s top rugby players, Dwayne Johnson, Monica Galetti and Joseph Parker!”

 

ABTA data also shows the region’s appeal spans generations. Travel among 25–34-year-olds has surged from 11% in 2023 to 19% in 2025, with 35–44-year-olds also on the rise (7% to 10%). Meanwhile, travel among the over-65s to Australia, New Zealand and the Pacific has quadrupled, increasing from 2% to 8%.

 

With its dramatic volcanic landscapes, crystal-clear lagoons and rich Polynesian culture, Samoa offers holidaymakers the chance to experience the Pacific at its most authentic, complemented by the warm welcome of Samoan hospitality.

As long-haul travel continues to shape holiday plans in 2026, Samoa stands out as a destination that rewards the journey and earns its place at the very top of the bucket list.

 

Top festivals and events in Samoa in 2026

 

Samoa Independence Day (1 June)

 

Marking Samoa’s independence in 1962, celebrations include parades, music, dance, feasting and traditional activities across the islands, offering visitors a powerful insight into Samoa’s history, identity and strong sense of community.

 

Teuila Festival (September)

 

Samoa’s flagship cultural celebration takes over Apia for a week of traditional dance, music, fire knife performances, canoe regattas and local arts. Standout moments include the electrifying Siva Afi (fire knife dance), witnessing traditional pe’a tattoos being created, and sampling Samoan cuisine cooked in an umu – an earth oven heated with volcanic stones.



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