Samoa Tourism Development Plan PDF

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Samoa Tourism Development Plan

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Samoa Tourism

Development Plan

2009 - 2013The Treasured Islands of the South Pacifi cwww.samoa.travel

i This Plan is the third Component of the STA Governance and Planning Project which was co-funded by the Public Sector Improvement Facility and the Government of Samoa

July 2009

Samoa Tourism Authority

P.O. Box 2272

Apia SAMOA

Telephone 63500 Fax 20886

Email: info@samoa.travel

Website: www.samoa.travel

Samoa Tourism Authority Development Plan 2009 - 2013 - a guide to sustainable tourism | ii

1.Foreword .................................................................. 1

2.Executive Summary ................................................... 3

2.1.Introduction .................................................................. 3

2.2.Tourism performance ..................................................... 3

2.3.Tourism overview .......................................................... 5

2.4.Our vision for tourism in Samoa ...................................... 5

2.5.Rationale underpinning the vision ................................... 6

2.6.Our destination imagery and brand ................................. 6

2.7.Target markets .............................................................. 7

2.8.Forecast performance .................................................... 7

2.9.Key themes and focus areas ........................................... 7

2.10.Destination promotion and marketing ............................. 7

2.11.Product, service and infrastructural development ............. 7

2.12.Resource management .................................................. 8

2.13.Access .......................................................................... 8

2.14.Capacity building and workforce development ................. 8

2.15.Land, business and investment ....................................... 9

2.16.Research, planning and impact management................... 9

2.17.Institutions and industry frameworks .............................. 9

2.18.Risk management .......................................................... 9

3.Introduction ............................................................ 10

4.Growing Tourism for Samoa ..................................... 11

4.1.Tourism defined .......................................................... 11

4.2.The benefits of tourism ................................................ 11

4.2.1.Multiplier effect ..................................................... 11

4.2.2.Employment opportunities ..................................... 12

4.2.3.Diversification ....................................................... 12

4.2.4.Improved facilities for residents ............................. 12

4.2.5.Opportunities for business ..................................... 12

4.2.6.Preservation of the environment, culture and

heritage ............................................................... 12

4.2.7.Improved transport services .................................. 12

4.2.8.Educational opportunities ...................................... 12

4.2.9.A broader social outlook ........................................ 12

4.3.Generating community support and involvement ........... 12

5.Profile of Samoa ...................................................... 14

5.1.About Samoa ............................................................... 14

5.1.1.Geography and people .......................................... 14

5.1.2.Culture ................................................................. 14

5.1.3.History ................................................................. 15

5.1.4.Government ......................................................... 15

5.2Overview of tourism in Samoa ...................................... 15

5.2.1Destination appeal ................................................ 15

5.2.2Industry sector background ................................... 17

5.3Tourism performance in Samoa - 10 years to 2008 ....... 19

5.3.1Overall performance .............................................. 19

5.3.2Performance by traveller type ................................ 20

5.3.3Economic contribution ........................................... 21

6.Link to the Strategy for the Development of Samoa

2008 - 2012 ............................................................. 22

7. Our Vision for Tourism in Samoa ................................. 22

8. Rationale Underpinning Vision ..................................... 24

9.Our Guiding Principles .............................................. 26

10. Our Stakeholders ...................................................... 27

11. Our Destination Imagery and Brand ........................... 28

11.1Our icons .................................................................... 28

11.2Our natural environment .............................................. 28

11.3Our built environment .................................................. 28

11.4Our People and Culture ............................................... 29

11.5Our cuisine, fashions and designs ................................. 29

11.6Our special activities .................................................... 29

11.7The sensations that Samoa engenders .......................... 29

12. Goals for Tourism ..................................................... 30

12.1Economic goals ........................................................... 30

12.2Social goals ................................................................. 30

12.3Cultural goals .............................................................. 30

12.4Environmental goals .................................................... 30

13. Relevant Economic and Social Trends ......................... 31

14.Significant relevant industry trends ............................ 32

15.Core Markets Outlook ............................................... 34

15.1New Zealand ............................................................... 34

15.2Australia ..................................................................... 34

15.3American Samoa ........................................................... 34

15.4North America ............................................................. 34

15.5United Kingdom/Europe ............................................... 35

16.Forecast Performance ............................................... 36

17.Consumer Travel Patterns and Preferences ................. 37

17.1Motivators and preferred experiences ........................... 37

17.2Travel patterns ............................................................ 37

17.3 Interests by life stage segment ........................................ 37

18Key Themes of Strategy Development and Action Plan 41

18.1Destination promotion and marketing ........................... 41

18.1.1Introduction ......................................................... 41

18.1.2Goals and key areas of focus ................................. 41

18.1.3Strategies and plans ............................................. 42

18.2Product, service and infrastructure development ........... 47

18.2.1Introduction ......................................................... 47

18.2.2Goals and key areas of focus ................................. 48

18.2.3Strategies and plans ............................................. 48

18.3Resource management ................................................ 56

Samoa Tourism Authority Development Plan 2009 - 2013 - a guide to sustainable tourism | iii

18.3.1Introduction ......................................................... 56

18.3.2Goals and key areas of focus ................................. 56

18.4Access ........................................................................ 59

18.4.1Introduction ......................................................... 59

18.4.2Goals and key areas of focus ................................. 60

18.4.3Strategies and plans .............................................. 60

18.5Tourism capacity building and workforce development ... 62

18.5.1Introduction ......................................................... 62

18.5.2Goals and key areas of focus ................................. 62

18.5.3Strategies and plans .............................................. 63

18.6Land, business and investment ..................................... 65

18.6.1Introduction ........................................................... 65

18.6.2Goals and key areas of focus ................................. 65

18.6.3Strategies and plans .............................................. 65

18.7Research, planning and impact management................. 69

18.7.1Introduction ......................................................... 69

18.7.2Goals and key areas of focus ................................. 69

18.7.3Strategies and plans .............................................. 69

18.8Institutions and industry framework .............................. 71

18.8.1Introduction ......................................................... 71

18.8.2Goals and key areas of focus ................................. 72

18.8.3Strategies and plans .............................................. 73

19Implementation ....................................................... 76

19.1From planning to action ............................................... 76

19.2Development partner programs liaison .......................... 76

19.3Co-ordination, monitoring and review ........................... 76

19.4Action Plans ................................................................ 77

19.5Occasional special tourism task forces ........................... 77

20.Managing Risk ......................................................... 78

20.1Introduction ................................................................ 78

20.2 Process ........................................................................... 78

20.3 Risk Management Matrix .................................................. 80

Risks from the physical environmental (natural, climatic, epidemic) ............................................................. 80 Risks from the human and institutional environment outside the tourism sector ................................................. 82 Risks from the tourism sector and related commercial sectors83 Risks from the individual traveler (personal risks) ................ 85 APPENDIX I .................................................................. 86 Key actions and priorities - Destination promotion and marketing ............................................................ 87

Key actions and priorities - Product, service and

infrastructure development ................................... 91 Key actions and priorities - Resource Management .............. 96 Key actions and priorities - Access ...................................... 98 Key actions and priorities - Tourism capacity building and workforce development ....................................... 100 Key actions and priorities - Land, business and investment 102 Key actions and priorities - Research, planning and impact management ...................................................... 104 Key actions and priorities - Institutions and industry framework ......................................................... 106 APPENDIX II ............................................................... 107 SWOT ANALYSIS ........................................................ 107 Supply Side: SWOT Analysis, Strategies and Actions ............... 108 Social environment .......................................................... 108 Planning, information sources and impact management ..... 110 Human resources, industry capabilities and standards generally ............................................................ 112 Aviation Access ................................................................ 114 Accommodation and hospitality ......................................... 116 Terrestrial attractions, activities and transport ................... 118 Marine attractions, activities and transport ........................ 121 Land, business and investment ......................................... 123 Infrastructure .................................................................. 126 Shopping and visitor support services ................................ 127 Institutional structures and support systems ...................... 128 Demand side: SWOT analysis, strategies and actions .............. 131 Planning and information sources ..................................... 131 Target markets and market segments ............................... 133 Destination marketing and promotion capacities and resources ........................................................... 135 Brand "Samoa" and destination image management .......... 137 Samoa Tourism Authority Development Plan 2009 - 2013 - a guide to sustainable tourism | iv

List of Abbreviations

ALOS Average Length of Stay

APEC Asia Pacific Economic Cooperation

APTC Australia Pacific Technical College

CBS Central Bank of Samoa

DBS Development Bank of Samoa

EIA Environmental Impact Assessment

FAA Federal Aviation Association

FIT Free Independent Travellers

GEF Global Environment Facility

GFC Global Financial Crisis

HRD Human Resource Development

IATA International Air Transport

Association

ICAO International Civil Aviation

Organisation

LTA Land Transport Authority

MCIL Ministry of Commerce, Industry &

Labour

MESC Ministry of Education, Sports &

Culture

MNRE Ministry of Natural Resources &

Environment

MOF Ministry of Finance

MOR Ministry of Revenue

MPA Marine Protected Areas

MWCSD Ministry of Women, Community &

Social Development

MWTI Ministry of Works Transport &

Infrastructure

NGO Non Government Organisation

NUS National University of Samoa

NZ New Zealand

OAG Office of the Attorney General

PADI Professional Association of Diving

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[PDF] Samoa Tourism Development Plan