Australia Roadshow 2025 to Promote Destination Samoa

22 October 2025 – A delegation of hoteliers and tour operators from Samoa will take part in the upcoming Australia Roadshow 2025, to promote Samoa as a tourist destination. Scheduled from November 11-13, the Roadshow will take place in three major Australian cities: Brisbane, Melbourne, and Sydney with over 150 Australian agents registered to attend.

The primary goal of the roadshow is to elevate Samoa’s profile as a premier travel destination and encourage Australian travel agents to actively promote visits to Samoa.

The Samoa Tourism Authority has designed a comprehensive three-day program to showcase the offerings of 20 local tourism businesses, providing an excellent platform for business-to-business meetings with agents from across Australia.

“The 2025 roadshow represents a vital opportunity for us to display Samoa’s diverse offerings. We are committed to working closely with our travel partners to provide them with the tools and resources needed to effectively promote our stunning islands,” said Losa Maia’i-Wallwork, STA’s Sales and Marketing Manager.

“By collaborating, we can ensure the success of this roadshow and inspire more Australians to explore the beauty of Samoa.”

Wallwork also added that selected influencers will be featured in each city and will enhance the experience. They will create engaging content about the roadshow, interviews with both sellers and buyers and share on their platforms, such as former Miss Samoa Haylanni Kurrupu, Mykelti, Payne Haas, Boy Soda and Jaden Laing, who have the highest followers of 1.2 million on Instagram.

“We believe the influencers’ involvement will generate excitement among participants and provide valuable connections for Australian agents in future digital marketing campaigns when promoting the destination,” said Maia’i – Wallwork.

Australia is one of Samoa’s key markets, ranking as the second-largest source of visitors after New Zealand.

According to STA’s data from January to July 2025, a total of 98,192 visitors were recorded, with 25% coming from Australia and 47% from New Zealand. Currently, three airlines operate on the Australia-Samoa route: Virgin Australia, Qantas, and Fiji Airways, with additional travel options available through New Zealand via Air New Zealand.