Samoa International Visitor Survey January – June 2018 (with Savai’i Focus)
Islands Visited 33% Savai’i Island <1% Apolima Island 97% Upolu Island 2% Manono Island Note: Multiple responses, therefore total does not add up to 100%.
Visitors to Upolu Only vs Savai’i visitors Samoa In International V Visitor S Survey ( (January – June 2 2018)
Number of visitors * 2059 (62%) Upolu Only visitors 1049 (33%) Savai’i visitors ( Include those who spent time on other islands ) * Data excludes visitors from American Samoa.
PACIFIC TOURISM DATA INITIATIVE US DoI/YVB 2014-> Yap World Bank/IFC 2016-> MFAT/DFAT 2017-> SG/MFAT 2018-> NZ/Cooks Govt 2006; 2012 -> WB/IFC 2014 > MFAT 2017 -> MFAT 2017->
VS THREE PILLARS OF A Visitor Research DECISION SUPPORT SYSTEM Improve destination service quality and yield….. DSS Community Business Research Awareness/Attitudes Research BCI CAS
Online Visitor Survey Approach § Immigration/Stats/NTO collects email addresses as part of arrival process § Email addresses sent to research team § Visitors sent email within a few weeks of arrival § Visitors enter data (short and long answers) § Extra incentive offered (prize draw) § Data cleaning § Basic analysis is instantaneous § More detailed analysis of data is possible for both quantitative and qualitative inputs § Information disseminated widely through web, media and workshops
January - June 2018 Respondents Total number of e-mails sent: 19,598 Conversion Rate of 17% 5% of all visitors Total number of responses: 3,297 during the period * 11% of all Responses cover a total of visitors 5,899 adults and 1,501 children during the period * * The data is based on January-June 2018 actual visitors statistics from Research & Statistics Division (STA) & Samoa Bureau of Statistics.
Country of Origin * 70 60 60 50 Share of Visitors (%) 40 30 23 20 10 5 5 4 2 2 0 New Zealand Australia USA Pacific Europe Asia Other * Data excludes visitors from American Samoa. Note: survey data thus unweighted .
Country of Origin * 70 63 60 55 50 Share of Visitors (%) 40 30 26 20 20 10 6 5 5 4 3 3 2 2 2 1 0 New Zealand Australia Pacific USA Europe Asia Other Upolu Only Savai'i * Data excludes visitors from American Samoa.
New Zealand Respondents Northland 3% Auckland Bay of plenty 51% 4% Waikato 7% The major urban areas of Auckland, Wellington, Canterbury and Waikato make up 81% of all New Zealand visitor arrivals. Wellington Others 15% 12% Canterbury 8% Note: Only major areas included .
Australian Respondents Northern Territory 1% Queensland 24% Western Australia 3% New South Wales, Queensland, South Australia and Victoria account for 90% 90% of New South 3% all Australian visitor arrivals. Wales 45% Victoria Australian Capital Territory 21% 2% Tasmania 1% Note: Only major areas included .
Visitor Characteristics Gender Distribution of Age 30 25 Female 60% Share of Visitors (%) 7 20 7 8 15 8 Highest Qualification 10 7 17 14 13 § 75% Tertiary qualification 5 10 § 19% High school qualification 6 2 § 4% Other 1 0 § 2% No formal qualification 18-29 30-39 40-49 50-59 60-69 70+ Female Male
Distribution of age groups 35 30 30 25 22 Share of Visitors (%) 21 21 21 20 20 20 15 15 13 11 10 5 3 3 0 18-29 30-39 40-49 50-59 60-69 70+ Upolu Only Savai'i
Visitor Characteristics Annual Household Income (NZD$) 35 33 30 Average 26 SAT$216,288 NZ$118,435 25 Share of Visitors ()% 20 18 15 11 10 7 5 5 0 Under $50,000 $50,001-100,000 $100,001-150,000 $150,001-200,000 $200,001-250,000 Over $250,001
Annual household income in NZD Average Av 40 Upolu Only $122,072 34 35 33 Savai’i $114,335 30 28 24 Share of Visitors (%) 25 19 20 17 15 12 10 10 7 6 5 5 5 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
Visitor Characteristics Main Purpose of Visit 60 53 50 Share of Visitors (%) 40 30 20 16 11 10 5 4 2 2 1 1 1 1 1 1 0 e y s e g g r l n n g t t a e n i a e c n v n n o o s r v h d n a i e i i u i o n d r t i t m i e l t a t e m r e t a l d O o a r l o r e c v u y l e e T H y p u o e a t c f w e n s n l d r l a - n p u E r o - a a t o m o l t c o f n g H n E s y V e r n e d o l v i i v n m d e e s n e s l a a l i e e a r F i n t f c i t c i e g s A e n u p p i B S t S i s i V *Multiple responses, therefore total does not add up to 100%.
Main purpose of visit 53 Holiday 54 14 Business or conference 6 13 Visiting friends or relatives 21 5 Family faalavelave 5 4 Attending a wedding 3 2 Volunteering 3 2 Other 2 Upolu Only 1 Honeymoon 1 Savai'i 1 Special event - sporting 1 Special event - cultural 2 1 Transit 1 Education 2 1 Employment 1 10 20 30 40 50 60 Share of Visitors (%)
Visitor Characteristics 56% Partner/spouse Travel Companions * 43% Family member(s) 18% Friend(s) 6% Work colleagues 27% Number of Companions * Travel alone 50 44 45 40 Share of Visitors (%) 35 30 73% 25 20 with companions 20 12 12 15 10 6 5 5 0 1 2 3 4 5 6 and more *Multiple responses, therefore total does not add up to 100%.
Travelling with whom? 70 58 60 53 48 50 Share of Visitors (%) 40 40 30 21 20 17 8 10 5 3 3 1 1 1 1 1 0 Partner / Family Friend(s) Work Tour group Organised Wedding party Other spouse member(s) colleagues group (e.g. school, sports etc) Upolu Only Savai'i
Number of companions 50 47 Average Av 45 Upolu Only 3 40 38 Savai’i 4 35 Share of Visitors (%) 30 25 20 15 13 13 12 12 12 9 10 7 6 6 5 4 5 3 3 3 2 2 2 1 0 1 2 3 4 5 6 7 8 9 10+ Upolu Only Savai'i
Previous Visits Country breakdown 60 51 90 50 77 77 80 70 40 Share of Visitors (%) Share of Visitors (%) 60 52 49 50 46 30 40 30 20 30 26 26 18 20 22 22 21 20 19 18 17 20 16 13 11 12 11 9 10 10 6 5 4 2 0 First time 2 or 3 times 4 or 5 times 5+times 0 First time 2 or 3 times 4 or 5 times 5+ times New Zealand visitors Australian visitors North American visitors Other Pacific visitors European visitors Asian visitors
Previous visits to Samoa 60 51 50 50 40 Share of Visitors (%) 30 20 20 18 18 20 12 11 10 0 First time 2 or 3 times 4 or 5 times 5+ times Upolu Only Savai'i
Length of Stay Average length of stay: 8.8 nights 50 12.0 43 10.3 45 9.8 9.7 10.0 40 8.4 8.5 8.3 Share of Visitors (%) 35 8.0 30 5.3 6.0 25 21 20 16 4.0 15 11 9 2.0 10 5 0.0 0 New Australia North Other Europe Asia Other 0 - 3 4 - 7 8 - 10 11 - 14 15 and more Zealand America Pacific Countries Number of nights Number of nights - country breakdown
Length of stay 60 50 50 40 Share of Visitors (%) 31 30 26 23 19 19 20 13 11 10 7 2 0 0-3 4-7 8-10 11-14 15 and more Number of nights Upolu Only Savai'i
Islands Visited Average length of stay in Samoa and on each island 10 8.8 90 85 9 80 8 7.4 70 Share of Visitors (%) 7 Share of Visitors (%) 60 6 52 49 50 5 4.2 37 40 4 30 3 2.2 17 16 20 2 11 .7 7 7 7 6 10 1 3 3 2 0 0 0-3 nights 4-7 nights 8-10 nights 11-14 nights 15 nights+ Samoa Total Upolu Island Savai'i Island Manono Island Apolima Island* Upolu Savaii Manono Note: *n=8.
Average length of stay Average length of stay in the Samoa and on each island 12 11.0 10 7.7 8 7.5 7.3 Nights 6 4.2 4 2 1.1 0 Samoa total Upolu Savai'i Manono Upolu Only Savai'i
Destinations & Airlines § 36% Fiji For 80% of visitors, For 20% of § 27% New Zealand visitors, Samoa Samoa is the sole § 12% Other Pacific is part of a larger destination for their § 11% Australia journey § 8% American Samoa trip. § 4% USA 60% Air New Zealand § § 22% Fiji Airways AIRLINES USED § 13% Samoa Airways § 12% Virgin Australia § 2% Other 1% Talofa Airways § Note: Multiple responses, therefore total does not add up to 100%.
Airline used 70 63 60 56 50 Share of Visitors (%) 40 30 23 21 20 15 15 12 10 10 2 2 1 1 0 Air New Zealand Fiji Airways Samoa Airways Virgin Australia Other Talofa Airways Upolu Only Savai'i
Attractions Visited Upolu Island Top 5 popular attractions * 65% 29% 36% § 65% Apia 25% § 48% To Sua Ocean Trench § 46% Lalomanu beach § 36% Piula Cave Pool § 29% Mulifanua § 25% Falefa Falls 46% 48% Note: Multiple responses, therefore total does not add up to 100%.
Attractions Visited Upolu Only Savai’i & Upolu Top 5 popular attractions * Top 5 popular attractions on Upolu * § 69% Apia § 57% Apia § 45% To Sua Ocean Trench § 53% Lalomanu beach § 43% Lalomanu beach § 53% To Sua Ocean Trench § 34% Piula Cave Pool § 47% Mulifanua § 24% Togitogiga Falls § 40% Piula Cave Pool § 22% Falefa Falls § 32% Falefa Falls Note: Multiple responses, therefore total does not add up to 100%.
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