“Afio mai” had a distinctly Aussie accent at Samoa Tourism Exchange this year, with a record number of Australians attending the B2B event. From partnership development to pre- and post-event famils, the event showcased Samoa’s continued collaboration with the Australian travel industry. Discover what went down at this year’s STE and how to register for the upcoming AU roadshow.
It may have been a couple of months since Samoa Tourism Exchange (STE) welcomed more than 100 international travel trade and media participants, but the buzz around the connections forged during the event is still fresh.
The Pacific Island nation’s flagship event saw a 200% jump in Australian delegates for 2026, a clear indicator of the rising demand from Aussie travellers. Representatives from Flight Centre, Helloworld, and WebBeds were among the travel businesses n attendance.
While Australia was the largest international contingent for the 2026 event, other STE attendees flew in from New Zealand, North America, Europe, and Asia. Delegates took part in scheduled appointments, hotel inspections, and local experiences designed to expand their Samoa destination knowledge.
United by culture
Following a welcome speech by Samoa’s Minister of Tourism, Hon. Fata Ryan Schuster, attendees enjoyed traditional Samoan food and lively entertainment, including fire performances and an ava ceremony.
Emphasising the role of STE to forge new relationships and industry collaborations, the minister shared, “In an increasingly interconnected world, the strength of our tourism sector lies in our ability to connect.
“The Samoa Tourism Exchange continues to serve as a vital platform that brings together local operators and international partners in a business-to-business environment, fostering collaboration, strengthening networks, and unlocking new opportunities for growth.
“Through these efforts, we are building a tourism sector that is not only resilient but also sustainable and inclusive.
“The future of tourism is a shared responsibility. Samoa Government, private sector, international partners, and communities must work together to ensure that tourism continues to deliver benefits for all.”
Miss Samoa also welcomed attendees on behalf of her country.
Connections with heart
Across two full days of dedicated attention, local hotel owners, tour operators, and transport providers showcased how personal trips to Samoa feel, whatever the style of travel.
The great pride in their country and the businesses represented was evident in every interaction. This was more than a chance to meet or pitch the Australian delegates; it was an opportunity to share Fa’a Samoa, or the Samoan Way.
Fa’a Samoa is the foundation of the island nation’s culture, and a huge drawcard for visitors. It’s one of the many reasons they rave about their time exploring Samoa long after they’ve returned home.
“A stand-out South Pacific destination”
Mandi Forrester-Jones from Viva Destination Weddings returned to STE after a long break. She shared, “It was fantastic to be back. What surprised me was the quality and diversity of the accommodation product. While Samoa has always been known for its authentic culture and natural beauty, I was genuinely impressed by the standard of many of the resorts and hotels, along with the investment that’s clearly been made in the visitor experience.
“One of the biggest takeaways for me was how much there is to offer beyond what many agents and consumers currently know about the destination. As a result, I’ve already started developing a dedicated social media campaign to increase awareness, and I’ll also be featuring more content in our marketing, client communications and destination recommendations.
“The firsthand experience and connections made during STE have given me renewed confidence in promoting Samoa as a standout South Pacific destination.”
Seeing is believing
Alongside two days of meetings, Samoa Tourism Authority organised pre- and post-STE famils, giving delegates on-the-ground experiences and a first-hand taste of all on offer.
Post-event welcomed attendees to tour Upolu and Savai’i. Highlights included a visit to the world-famous To-Sua Ocean Trench, a day trip to Namu’a Island, and a culturally immersive experience at AsagaVillage. The ava ceremony and umu cooking demonstration were among the cultural highlights.
Property inspections included visits to Saletoga Sands, Lava Hotel, Le Vasa Resort, and Survivor Resort, demonstrating the accommodation sector is trade-ready and eager for Australian travellers.
Join the Beautiful Samoa Australia roadshow
Save the date, because this September, Samoa Tourism Authority is gracing our shores with their presence. It’s an ideal way to connect with the hoteliers, operators, and tour companies in one fun-filled evening. There may even be prizes (shh, that didn’t come from us)!
- Melbourne: Monday 7 September
- Adelaide: Tuesday 8 September
- Sydney: Wednesday 9 September
- Brisbane: Thursday 10 September
More details to come soon. Register your interest here.
Learn more
The jump in Australian attendees is a clear indicator that the island nation is gaining traction as a desirable destination for Australians seeking paradise with heart. To discover more, visit samoa.travel.
For agent resources, including online training, industry news, and famil information, head to Samoa’s specialist site. This is also where you’ll first hear about Samoa Tourism Exchange 2027.
This article is brought to you by Samoa Tourism Authority.
