STA-Annual-Report-20..

Transcript

Table of Contents
1.0
MESSAGE FROM THE MINISTER ............................................................................................................. 2
2.0
MESSAGE FROM THE CHIEF EXECUTIVE OFFICER .............................................................................. 3
3.0
EXECUTIVE SUMMARY ...................................................................................................................... 4
4.0
MARKETING AND PROMOTIONS ..................................................................................................... 8
5.0
PLANNING & DEVELOPMENT ......................................................................................................... 15
6.0
RESEARCH AND STATISTICS ................................................................................................................. 25
7.0
POLICY ADVICE .................................................................................................................................... 34
8.0
FINANCE AND CORPORATE SERVICES .............................................................................................. 38
9.0
ANNUAL ACCOUNTS FOR THE YEAR ENDED 30 JUNE 2014 ………………………………………..42
Samoa Tourism Authority Annual Report 2013- 2014
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1.0 MESSAGE FROM THE MINISTER
On behalf of the Samoa Tourism Authority (STA) Board of Directors, I wish
to present the Annual Accounts for the Financial Year July 2013 -June
2014. Despite the continued challenging global economic environment,
war and civil unrest in the Western World, Government of Samoa
maintains to support the tourism sector, the industry, it’s partners and
stakeholders as reflected in the increased budget for the Authority which
amounted to $11,608,916 a 1.02% increase from that of the previous year.
Tourism continues to play a leading role in the development of Samoa
with its current contribution of 20 – 20% and it is considered a priority
sector for the future development of the country. Hence, we continued
to embrace and assist where necessary as it proves to be the vehicle of
growth for the economy of Samoa.
In terms of new development and tourism investment 16 new accommodation facilities were
recorded with 9 being operational and 6 still at the planning stage. For tours and new attraction
sites, additional 5 new sites were recorded for this particular period. A more interesting one was
the extension of business by Samoa Lands Corporation (SLC) to include accommodation in their
line of business with the Opening of its first premises called Malifa Lodge. In addition, another five
star and remarkable scenery with the grand opening of Return to Paradise at Lefaga that
added more choices and value for money for Tourists and our locals alike. I am more confident
with the current trend and growth of Tourism in Samoa as more and more international investors
had shown interest in all Tourism Related Development within our shores.
In order to manage and develop tourism in a sustainable way, we need to be able to measure
what benefits tourism is bringing and how we can establish Samoa as a more attractive
destination. Delivering the promise through improved services across the sector is therefore
fundamental in meeting and exceeding the expectations of our visitors.
Lastly, a BIG FA’AMALO to the CEO, Management and Staff the people behind the wheel whom
are turning all these planning and development into reality and working hand in hand for
Sustainable Tourism day in day out.
Ia Manuia!
Tuilaepa Fatialofa Lupesoli’ai Dr. Sailele Malielegaoi
Minister of Tourism
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2.0 MESSAGE FROM THE CHIEF EXECUTIVE OFFICER
First and foremost we would like to acknowledge with gratitude the
asssistance of our Development Partners, NZAid, AusAID, United Nations a
name afew alongside the Government of Samoa through its annual budget
allocations. With regards to the later, I humbly conveyed our thankfulness for
we have just managed to deliver programmes, activities and outcomes
despite its limitation to the best of our ability to ensure we engaged the
Tourism Sector, the Industry and our stakeholders in our service delivery.
The content of this report, features in details programmes and activities implemented within this
period as well as its direct impact and effects on Tourism Development together with issues and
challenges that we had faced along the way.
Some highlights of activities implemented during this period was one the success of our first ever
Tourism Community Roadshow that was staged at Lalomanu for four huge Districts – Aleipata
Itupa I Lalo, Aleipata Itupa i Luga, Lepa and Lotofaga. It encompassed the three main pillars of
Tagata, Siosiomaga and Agafeso’otai as the main concepts of our Tourism Development
engaging Communities. Upon the success of that first Roadshow, we had decided to stage 3
more Roadshows around the Country and in both Upolu and Savaii. Another, major activity was
the wide promotion of Tourism Development Act 2012 to Communities, our Stakeholders and
Industry. Following that process was the general consultations for review of Samoa Tourism
Development Plan 2009 – 2013.
For the very first time, Miss Sāmoa Pageant has been graduated and contracted out to the
winning bidder of Manaia Event Inc. Despite that new arrangement STA remained still to provide
assistance and constant advice that has proven the pageant a very successful one. A new
initiative given the great assistance of SPTO to our Industry and its stakeholders and partners was
the use and development of websites for bookings and reservations and least to mention, the
use of social media as promotional tools. Least to mention, Tourism Industry was fortunate to host
a variety of sports related events during this period that saw many enthusiasts and supporters
alike travelling to our shore to participate in these very challenging events like the Swim Series,
triathlon series and Iron Man to name a few. Thus, it has recorded an impressive increase of
visitors inbound to 71% and compared to previous years.
Yet we continued to thank the Hon. Prime Minister/Minister for Tourism for his commitment to
growing the sector. We also acknowledge the guidance and support of the STA Board of
Directors in the last twelve months.
Last but not least, I thank the Samoa Tourism Authority staff for their diligent work which has
contributed positively to the sector’s development this year.
Ma le faaaloalo tele lava
Papalii Matatamalii Sonja Hunter
CHIEF EXECUTIVE OFFICER
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3.0 EXECUTIVE SUMMARY
This Annual Report covers the Financial Year July 2013 - June 2014. Government’s
commitment to the development of the tourism sector in driving national economic
growth was again evident in the approval of a $11,608,916 million budget for this
financial year, an increase of about 1.02% from that of last year. The additional resources
helped strengthen marketing and product development initiatives in the aim to increase
demand in our source markets.
In this report it entails functions of the Authority as stipulated by the Tourism Development
Act 2012, main functions of each division together with enhancement of the Policy
Advisory Unit with the realization of the Sector Coordination Unit and a Policy Analyst and
instead disestablished Cultural Liaison Officer as it no longer needed. Moreover, activities as
per Core Outcomes of each Division as dictates by our Local Budget together with work
achieved, impacts and challenges that were faced not only by the Office but also by the
Industry at large. This period too saw the Authority’s effort in engaging Communities in its
work and overall goals in order to win the support and assistance of Village Leaders,
Women and Youth as well as students to continue to have an interest in Tourism but also to
play a part in contributing to overall Tourism Development.
Moreover, all these efforts were outlined and being driven by our STSDP Plan 2009 – 2013
and were thoroughly discussed during its review processes with the ultimate purpose of
developing a new plan that would cater for new challenges, new product and services
and constant fluctuation of the global market.
Straightforward analyses of Human Resource and Finance as per Fiscal Year operations are
included as part of our obligation to be accountable and transparency.
3.1 FUNCTIONS OF THE AUTHORITY
The core functions of the Authority as set out in its main Legislation – Tourism Development Act
2012 Part V Section 16(1)(a) – (m) are stipulated below:
1)
The Authority shall be responsible for the administration, promotion and regulation of
tourism industry in Samoa in accordance with this Act, and other relevant laws.
a. hosting or participating in any forum or meeting in relation to any purpose
provided for under this Act, and ensuring that the resolutions of any forum
convened to promote engagement between relevant stakeholders are actioned
and addressed for the benefit of tourism in Samoa;
b. formulating proposals for incentive schemes to develop tourism, and performing
any function and exercising any power in relation to the approval of incentives
for any tourism business in accordance with any law giving such a role to the
Authority;
c. formulating tourism related policies and preparing and approving the tourism
development plans, and advising the Minister and Government in relation to such
policy and planning matters;
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d. ensuring that consultation takes place with other government agencies in relation
to the enforcement of laws affecting tourism, and developing processes and
procedures whereby such laws may be more effectively implemented through
streamlined processes and other appropriate means;
e. participation in the administration of the licensing requirements applying to
providers of tourism accommodation and other tourism businesses in accordance
with this Act and the Business Licences Act 1998;
f. ensuring that appropriate standards and systems of ratings are formulated for the
tourism industry and applied through the licensing regimes, and by other
appropriate means;
g. administering an inspectorate to monitor and report on any aspect of tourism
and tourism businesses as required by this Act, and to conduct such inspections
and investigations as are necessary for the effective implementation of this Act;
h. maintaining records, statistics and accounts in relation to its functions under this
Act;
i. implementing marketing strategies and promotional activities;
j. undertaking research into any matter concerning tourism;
k. monitoring the effectiveness of the marketing and promotional activities, verifying
the statistics, records and projections relating to tourism, and making
recommendations to enhance the effectiveness of such programs and activities;
l. disseminating information relevant to tourism in Samoa; and
m. doing all other acts and things to implement this Act effectively and the
provisions of any laws under which it has functions, powers and responsibilities.
3.2 CORE FUNCTIONS AS STIPULATED BY ITS CORPORATE AND ANNUAL PLANS
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Encourage private sector investment in the tourist and visitor industry
Encourage visits to Samoa by people from other countries, including travel and holidays
within Samoa
Encourage the development and improvement of accommodation facilities for tourists
Coordinate and improve the activities of all sectors providing these services
Advise the Government and the private sector on all matters relating to tourism
Prepare, implement and maintain comprehensive tourism development and marketing
plans for Samoa.
3.3 MARKETING & PROMOTIONS DIVISION
The Marketing and Promotions Division implements activities in selected international markets,
which target the enhancement of destination awareness, interest and demand. These activities
are broadly categorised as direct marketing, travel trade activity, international media and
public relations, events and meetings and partnerships.
3.4 PLANNING & DEVELOPMENT DIVISION
The Planning & Development Division facilitates and promotes the improvement of new and
existing tourism products through product consultation and advisory, enforcement of minimum
standards for accommodations, periodic site inspections, support for accessing funding and
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finance, as well as human resource development, awareness and education. Tourism Climate
Change projects are also coordinated by the division.
3.5 RESEARCH & STATISTICS DIVISION
The Research & Statistics Division is solely responsible for the compilation and analysis of all
information pertaining to the tourism sector and industry. Further, they also conduct surveys on
tourist emerging related issues from time to time based on requirements from the Board,
Management and stakeholders.
3.6 POLICY ADVICE DIVISION
The Policy Advice Division under the direct authority of the Chief Executive Officer is responsible
for a diverse range of duties and tasks. This division has been leading the way in providing
advice relating to the Government’s objectives to achieve motto of ‘Beautiful Samoa’ Samoa
Lalelei over the longer term with a specific focus on the Community, the Tourism Industry, the
Government as well as the Authority’s requirements. This division is also responsible for the
implementation of approved recommendations associated with the development of new or the
review of existing strategic policies. This division also plays the lead coordination role in the
National Beautification Committee (NBC) activities.
3.7 FINANCE & CORPORATE SERVICES DIVISION
The Finance and Corporate Service Division is responsible for the management of the Authority’s
financial resources. They also provide the necessary administrative and support services to the
core output divisions. More importantly, it is also responsible for overseeing and coordinating the
human resources of the Authority.
3.8 BOARD OF DIRECTORS: July 2013-June 2014
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Afoa Amituanai Faleulu Mauli
Aanamaitu Tauiliili Pasikale
Adele Kruse
Leota Lu II
Fred Grey
Seumanuula Moana Clarke
Chairman
Director
Director
Director
Director
Director
CEO
3.8 MANAGEMENT: July 2013-June 2014
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Pativaine Petaia-Tevita
Dwayne Bentley
Mativa Imo
Christina Leala-Gale/Faamatuinu Suifua
Chief Executive Officer
Manager: Finance & Corporate Services
Manager: Marketing & Promotions
Manager: Research & Statistics
Manager: Planning & Development
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3.9 ORGANISATIONAL STRUCTURE
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4.0 MARKETING AND PROMOTIONS
Overview
A comprehensive range of marketing activities, targeting improved awareness, interest and
demand were executed in selected international markets. Increasingly and in line with trends,
digital platforms were utilised in combination with traditional channels. The majority of these
initiatives were implemented in New Zealand, Australia, American Samoa, North America,
UK/Europe, and in the Asian markets of China and South Korea.
Competition from a number of tropical island destinations, as well as Australia and New Zealand
for short-haul leisure travel, remained strong during the year.
Post-Cyclone recovery measures, at the product and destination levels continued with
marketing communications reinforcing the destination's readiness to host visitors.
The announcement of the partnership between Starwood Hotels and Resorts and the Aggie
Grey's Group was made and well received. The partnership will see the entrance of the
Sheraton global brand into the Samoa market through its management of the Aggie Grey's
Hotel and Bungalows and Aggie Grey's Lagoon Beach Resort and Spa.
Other significant product developments which took place during the year included the opening
of the deluxe Saletoga Sands Resort and Spa and the announcements of the Sinalei Reef Resort
and Spa Premium Villas and Gaming Facilities by the Aggie Grey's Group.
On the air-access landscape, direct frequency and capacity between Australia and Samoa
decreased during the year and it is understood that future reductions are in the pipeline.
Elsewhere, direct flights between Suva and Apia were launched. Also, frequency between Nadi
and Apia was increased. The departure and arrival times for these services, were changed to
improve connectivity options with services to and from North America and Asia.
The Samoa Tourism Support Programme, commenced with the Cuisine Project, which promoted
the greater incorporation of local produce and cuisines on restaurant menus and ultimately
resulted in the development and international release of the 'Meaai Samoa' cuisine guide.
As part of the same Programme, the development of the 5-Year Strategic Marketing Plan
started, with consultations and research taking place in Samoa and abroad.
In terms of activities, focus remained largely on the New Zealand and Australia markets which
account for approximately two-thirds of total visitors. In addition, targeted approaches
continued in American Samoa, UK/Europe, North America, China and South Korea.
During the year, Market Representative Offices in New Zealand, Australia and UK/Europe
operated on a full-time basis, while Project-based partnership arrangements were conducted in
the USA/Canada, China and South Korea.
The Head Office Marketing and Promotions team continued to play key roles in strategic
development, linking the tourism-plant with international markets, providing support in the
implementation of activities both internationally and domestically as well as the delivery of
quality visitor information services through the main visitor information centres.
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4.1 DIRECT MARKETING
4.1.1 Advertising
Destination branded advertisements targeting consumers and the travel trade, were placed
across multiple channels including online, print, TV and radio. These were tailored according to
the desirable destination attribute of the targeted market segments (e.g. holiday/leisure,
romance, business, etc) or audience of the channels or programs utilised.
Market
NZ
Australia
American Samoa
UK/Europe
Campaigns
191
116
28
26
Description
TV, press, magazines, online, radio
TV, press, magazines, online, radio
Press, radio, outdoor
Press, magazines, online
As highlighted, most advertisements were placed in New Zealand and Australia and contained
travel deals and contact information to drive interest and facilitate enquiry referral.
4.1.2 Promotional Materials
Materials, mostly in the form of general-destination and special-interest brochures, carry bags,
posters, banners and DVDs were developed. Special-interest brochures developed and
distributed, included adventure, romance and weddings, and business.
4.1.3 Online Development
4.1.3.1 Samoa.travel
Samoa.travel continued to be the main online portal for visitor information for consumers.
Attention focused on content management, search engine optimisation and marketing during
the year and overall, traffic to the site increased.
Samoa.travel - Google Analytics Report 2013-2014
Chang
Overview
13-14
12-13
Top Content
e
Visits
370,028
352,617
5%
Page
Unique Visitors
269,273
1,739,48
7
259,345
1,799,91
5
4%
1) Homepage
Pageview
s
176,640
-3%
2) Sightseeing
50,734
4.7
5.1
-8%
3) Sightseeing/To-sua-oceantrench
36,387
0:04:16
0:04:29
-5%
4) Accommodation/Deluxe
34,847
50.07%
71.28%
46.77%
71.70%
7%
-1%
5) Accommodation
31,597
Visits
136,922
57,955
Pageviews
Pages/visit
Avg Time on
Site
Bounce Rate
New Sessions
Visits by Country of Origin
Country
Visits
Share
Traffic Sources
Source
New Zealand
Australia
33%
22%
Google / organic
Direct
122,638
82,840
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United States
Samoa
United
Kingdom
Germany
Canada
India
Brazil
Switzerland
57,028
18,849
15%
5%
Google.co.nz / referral
Google.com.au / referral
26,100
23,071
11,375
3%
Google.com / referral
22,361
9,249
6,476
3,051
2,978
2,752
2%
2%
1%
1%
1%
Stuff.co.nz / referral
Bing / organic
Google / cpc
Yahoo / organic
3news.co.nz / referral
12,224
8,248
6,428
4,617
4,467
During the year, the total number of visits to Samoa.travel increased by 5% to more than 370,000.
New Zealand, Australia and the USA were the top sources of visits. The most viewed pages were
the Homepage, Sightseeing and Accommodation pages. Overall, Google was the main source
of traffic. This was followed by Direct traffic.
4.1.3.2 Social Media
Facebook, Twitter and YouTube were the main social media platforms used. While the number
of YouTube views and Twitter followers declined, the number of Likes and Reach (of posts) on
Facebook grew strongly.
Channel
2013/2014
2012/2013
32,475 LIKES
22,205 LIKES
1,515,721 REACH
651,144 REACH
YouTube
228,680 VIEWS
597,886 VIEWS
Twitter
80,491 FOLLOWERS
120,622 FOLLOWERS
Facebook
Plans are underway to establish an official Samoa Tourism Instagram channel.
4.1.3.3 Samoa Direct
The Samoa Direct online booking engine continued to act as a key distribution channel for
many accommodation operators. Compliance with the established Samoa Accommodation
Standards framework remained as a key requirement for participating suppliers.
During the year, Samoa Direct digital campaigns were implemented in New Zealand and
Australia. As part of these, traffic was directed to the Samoa Direct landing page on
Samoa.travel, where bookings could be made directly.
Participating Operators
2012-2013
Category
Deluxe
Superior Standard
Standard
Budget
Beach Fale
Qty
4
8
21
18
10
2011-2012
Category
Deluxe
Superior Standard
Standard
Budget
Beach Fale
Qty
3
8
19
18
6
10
4.2 TRAVEL TRADE ACTIVITY
4.2.1 Joint Marketing Campaigns
Joint marketing campaigns with influential tour operators were implemented. These utilised
trade partners' distribution and promotional mediums and were marketed mostly across digital,
press and TV channels. The campaigns were also promoted internally by the trade to their
affiliated retail travel agents.
Market
NZ
Australia
UK/Europe
North America
Qty
18
14
15
1
Description
TV, press, online and radio
Press, online, magazine and radio;
Online and magazine;
Print
Joint campaigns are co-funded by the Authority and mostly tour operators and are therefore
cost-effective.
4.2.2 Trade Familiarisations
Familiarisations, which involves hosting retail travel consultants from influential travel agencies for
educational tours and experiences, remains an important activity. Most of the familiarisation
trips were from Australia and New Zealand.
Market
American Samoa
Asia
Australia
New Zealand
North America
UK/Europe
Qty
1
2
6
4
2
4
4.2.3 Agent Training
In-market destination training for travel consultants throughout the year in main and regional
centres continued. Destination updates and trainings provide the opportunity to enhance trade
relations and knowledge, which are helpful in promoting agency recommendation (to potential
travellers).
Market
Asia
Australia
North America
New Zealand
UK/Europe
Sessions
3
724
14
142
41
Agents Trained
90
2079
421
658
636
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4.2.4 Tour Operators with Samoa Programs
Enhancing trade relations is an important ongoing activity. Efforts continued to foster closer ties
with trade partners and carriers, as well as introduce new partners to sell Samoa.
Market
No.
New Zealand
11
Australia
20
21
UK/Europe
49
North
America
2
Germany (27), Netherlands (5), Switzerland (4), Denmark (1), Belgium
(1), Norway (2), Austria (3), Italy (1), France (3), Czech (1), Sweden
(1)
Goway, Air New Zealand Vacations, Islands in the Sun/Travel 2, Fight
Centre USA (Liberty Travel, GOGO Vacations, Travel Associates),
Pacificislands.com, Springboard Vacations, McCoy Custom Travel,
Sunspots International, Travelscene, South Seas Adventures,
Boomerang Tours, Andersons
CYTS/Sparkle Tours, Caissa, Dream TnE
3
Rosie Holidays, ATS Pacific
12
Asia/China
Other
(Pacific)
Outdoor NZ, Edventuretours, Island Holidays, Lifestyle Holidays, Blue
Holidays, Air New Zealand Holidays/AOT, GO Holidays, House of
Travel, Infinity/Flight Centre, Mondo/Travel Managers, STA Travel, Our
Pacific
Holiday Specialists, Creative Holidays, Coral Seas/Adventure World,
Flight Centre, Viva! Holidays, Travelscene, Island Escapes, Blue
Holidays, Qantas Holidays, Trade Travel, Expedia, Wotif, GTA,
Harvey’s Choice, Pinpoint, Travel Managers, YHA/Student Flights,
Free2Travel, World Surfaris, OMNICHE (Spacifica)
Travel Nation, GAP Travel, Dialaflight, All Ways, Tailor Made,
Transpacific Holidays, Audley Travel, Austravel, Travelbag, Travel 2,
Tailor Made Travel, Jetset Holidays, Destinology, Turquoise Holidays,
Gullivers Tours, Cox & Kings, Tropical Sky, Simplexity, Manning Travel,
Travel Republic UK, Expedia
4.3 INTERNATIONAL MEDIA & PUBLIC RELATIONS
4.3.1 Media Visit Programme
Targeted media visits are a cost-effective way to generate mass publicity. As part of the
programme, storylines across a number of themes are provided and developed in collaboration
with travel writers, editors, production researchers and producers, who are subsequently invited
(upon confirmation of a commission with major publishers or channels), on an official media visit
which entails the exploration of the related elements of Samoa's tourism products.
High profile TV shows such as Weekend Today, Mornings and Australian Geographic from
Australia and Masterchef New Zealand were among a host of media which travelled to Samoa
as part of the programme.
Market
Visits
Australia
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Outlets
Mature Traveller, Fairfax, Sun Herald, Australian Geographic,
Travelwith.com.au, Expedia Blogger, Fairfax, Get Lost, Get Up &
Go, Cosmopolitan/Cosmo Bride, Citrus Media – Golf Escapes,
Inside Rugby, Food and Travel, eTravel Blackboard, Weekend
12
Today (Channel 9), Totally Wild (Channel 10), Eat Stay and Play,
Foxtel/Aurora, 74ME), Mornings - Channel 9, MSN
New
Zealand
10
UK/EU
5
Asia
(China, Sth
Korea)
USA
APN, Travelinc/Meeting Newz, Destinations, Masterchef NZ, New
Zealand Herald, Kia Ora - Air NZ Inflight Magazine, Tabs
onTravel/Travel Today, The ITM Fishing Show, Masterchef NZ,
Fairfax/SST/HOT Inspire, APN/NZ Herald, Niu FM/531PI, Good
Morning , The Code
Metro, Irish Independent, The Sun, Cosmopolitan Magazine (UK)
Welt/Welt am Sonntag/Berliner Morgenpost (Germany), Het
Nieuwsblad (Belgium), NG Kids, 20 Minuten, Scotland on Sundays;
BBC Radio, BBC Scotland
Top World, Travelling Scope, NG Travelers, Traveler Weekly, Travel+
Leisure, Voyage, Trading Up, Nanfang Weekly, U+Weekly, Baidu
Travel, Surprising World, The Road Dreams Take, Traveller Magazine
Bridal Guide
4
1
4.3.2 Generated Articles & Features
The following articles and features were generated as a result of hosted media visits as well as
media releases.
Market
New Zealand
Australia
UK/Europe
Asia (China, Sth Korea)
Qty
28
102
65
16
Print, TV, online
Print, TV, online
Print, online
Print, online
4.3.3 Media Releases
Releases are an important part of promotional efforts and are used for purposes such as
introducing and expanding storylines, blending events and high-interest stories into key travel
themes.
Market
Qty
New Zealand
13
Australia
50
UK/Ireland
7
North America 4
4.4 EVENTS AND MEETINGS
4.4.1 Trade and Consumer Shows
Exhibitions at important trade and consumer shows continued, with the aim of further
developing trade relations and facilitating the distribution of travel products and services to
consumers.
Market
New
Zealand
No.
15
Shows
Flight Centre Expos (3), House of Travel Expos (9), PAICE, Mondo Travel
Expo, South Pacific Tourism Exchange
13
Australia
22
UK/Europe
8
North
America
China
Samoa
Pasifika, Boat Show, Treasures of the South Pacific (9), Trade Travel
Expos (2), Queensland Brides Wedding & Honeymoon Show, Samoa
Tourism Roadshow (Sydney, Brisbane, Melbourne), Melbourne Bridal
expo, Flight Centre Expos (3), AIME, Sydney Bridal Expo, Starwood
Trade Expos
South Pacific UK Roadshow, WTM, Aussie Tours Expo, South Pacific
European Roadshow, ITB, PATA Exchange, Unite Pacific, Utrecht,
Adventure Travel Show, Outdoor Adventure & Travel Show, Telegraph
Cruise, London Cruise Show, ANTOR Meets the Travel Trade,
Destinations
Sunsational South Pacific, Vancouver Wedding and Honeymoon
Show, SPF40, LA Times Travel Show, Travel & Adventure Show (2)
ITB Asia, CITM, COTTM, IFCOT
Samoa Tourism Exchange
6
4
1
4.5 PARTNERSHIPS
The Authority from time to time partners with non-travel/media entities to implement activities
which also generate exposure for the destination.
Market
Qty
Details
UK/Europe
1
Cobham Rugby Club (Youth Division)
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5.0 PLANNING AND DEVELOPMENT
The Planning and Development Division is responsible for the following key functions of the
Authority;
1. Participation in the administration of the licensing requirements applying to providers of
tourism accommodation and other tourism businesses;
2. Ensuring the appropriate standards and systems of ratings are formulated for the tourism
industry and applied the through the licensing regimes;
3. Administering and inspectorate to monitor or report in any aspect of tourism and tourism
businesses;
4. Facilitate the development and improvement of new and existing tourism products;
5. Encourage improvement of tourism products, infrastructure and support services;
6. Coordination of sector capacity building and workforce development;
7. Coordination of business and investment requirements in support of tourism product and
services investment;
8. Coordinate Climate change projects.
The division this year comprises of ten (10) staff members including the Manager and eleven (11)
support staff who work under the National Beautification Committee. Two volunteers under the
Australia Youth Ambassadors (AYAD) and International Development (AVID) Programmes who
were each contracted to a period of up to six months on a range of tourism products
development assignments specifically the Surf Life Saving Program (SLS) for the sector. The
Tourism Climate Change Project Coordinator, who reports directly to the Chief Executive Officer,
continued her duties this year under the division.
5.1 SECTOR CAPACITY BUILDING AND WORKFORCE DDEVELOPMENT
5.1.1 Tourism Sector Training and Capacity Building Programmes
The third year of the Surf Life Saving Program was challenging in the implementation phase of
the programme. The SLS trainer left immediately to attend other career opportunities overseas.
However, despite the challenges, the division managed to continue on with the Surf Life Saving
trainings for the Sector.
The 2013 AYAD implemented training programs at Sails Restaurant in Apia (2 participants
received Surf Rescue Certificates and 1 received First Aid & CPR certificate) and Lalomanu (6
participants received Surf Rescue Certificates). More training were planned for late in the year
but were cancelled due to the AYAD needing to leave the country.
SLS Trainer with Lalomanu/Saleapaga participants Sails Restaurant participants during CPR
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In 2012, the AYAD’s secured an Australian Sports Outreach Program (ASOP) Grant from AusAID
to fund four Regional Development and Competition Days. As the funds were not available until
November 2012, the 2013 AYAD implemented this grant and program. The programme was
designed to increase the awareness of Surf Life Saving in communities and work towards
increasing confidence in an aquatic environment. Events included water safety activities and
demonstrations from trainees. The aim was to get participants to up skill community members in
response to a rescue operation or a natural disaster.
LOCATION
Lauiula Beach Fales
Vaisala Hotel
Sails Restaurant & Bar
Faofao Beach Fales
TOTAL
# OF PARTICIPANTS
22
121
1
29
173
The team expanded the programme and commenced a basic SLS programme for schools with
the assistance of the Samoa’s Champion Life Saver, Mr Andy Masoe and two other certified
trainees from previous trainings. The programme was designed to further promote basic
lifesaving skills focusing on rescuing someone from the water. Additionally, the aspect of offering
basic First Aid to someone that has been injured either in the water or on land was also included.
The training program was to ensure students are aware of the basic assistance that they can
provide prior getting the patient to the hospital.
There were twenty one (21) schools in Upolu and nine (9) schools in Savaii participated in the
programme. A total of 420 students were engaged in this SLS awareness programme.
Other capacity building opportunities for the sector were
executed. “English in my Business Training” was developed
and implemented to address and improve one of the major
skill gaps identified in the SPTO HRD Plan and the Samoa
Tourism Workforce Development Plan 2010-2012. The five
week programme was well attended and appreciated by
the participants. The course was delivered by the Small
Business Enterprise Centre (SBEC) targeting small to medium
scale operations to assist, strengthen and build their
communication capacity for a better Samoa, especially in
preparation for the UNSIDS Conference 2014. A total of 148
participants from both Upolu and Savaii were trained.
16
5.1.2 Awareness and Education Programs
The division continues to lead the Authority’s local awareness and education programs on radio
and television. It is an effective tool to regularly keep the public and stakeholders informed of
the Authority’s work and tourism related issues.. Opportunities to align campaigns with climate
change and national beautification messages continued to be implemented effectively given
the limited financial resources of the Authority to fund press and television programs.
These efforts were continued to be supported by the weekly and monthly electronic Tourism
Circular issued by the Policy and Advice Division targeting specific stakeholders both local and
abroad. Active participation at special events such as Samoa Qualifications Career Advisory
Programme, SBEC Fair Day as well as assisting international and local students with their research
work on tourism also contributed to the awareness and education campaign.
5.1.3 Trainings and Workshops for Staff
The division was also given the opportunity to participate in fully funded overseas trainings,
workshops, seminars and conferences. In addition, the staff also attended trainings and
workshops which were held in Samoa. These programmes continue to help build the capacity of
staff in performing their roles and responsibilities. Following is a list of programmes attended:
Name of Training/Workshop
Main Inception Workshop for ICCRITS NAPA 5
2nd Training Workshop with Tourism Sector on
Climate Early Warning System
SPTO Tourism & Hospitality Management
SPTO Pacific Port Preparations Programme
Workshop
SME e-marketing Support Workshop
Meaai Samoa Cook Book Training
Regional Train the Trainer Workshop
International Visitor Survey Workshop
Pacific
Trade
Island
Countries
Trade
Agreement Workshop
SPTO Regional Strategy Workshop
Eco-tourism Tour Guiding Training – MNRE &
JICA
Customer Service Workshop
Planning and Management of Ecotourism in
Tropical and Sub-tropical areas
Vulnerability & Adaptation Assessment MNRE &
IPA
Indonesia Arts and Culture Scholarship
Time
July, 2013
July, 2013
Location
Apia, Samoa
Apia, Samoa
September, 2013
September 2013
New Zealand
Apia, Samoa
October 2013
November 2013
November 2013
November 2013
December 2013
Apia, Samoa
Apia, Samoa
Nadi, Fiji
Apia, Samoa
Apia, Samoa
February 2014
March 2014
Okinawa Japan
Apia, Samoa
June 2014
April/June 2014
Apia, Samoa
Okinawa Japan
March, 2014
Apia, Samoa
March/June 2014
Yogyakarta,
Indonesia
5.1.4 Tourism Scholarship Programme (TSP) for NUS
The third year of the government funded Tourism Scholarship Programme at the National
University of Samoa (NUS) had progressed well in terms of students receiving scholarship awards
for studies in the Certificate of Tourism and Hospitality as well as the Diploma of Tourism and
Hospitality in the academic year 2013. The main objective of the scheme is to ensure our young
people are given the opportunity to complete their studies at this level of tertiary education if
17
given the resources The Authority is committed in sustaining this support in the future given
positive results are consistently achieved. The following table provides a breakdown of the
awards for the third year of the programme.
18
5.2 PRODUCT, SERVICE AND INFRASTRUCTURE
5.2.1 Accommodation Standards Programme
All accommodation properties listed under the Budget, Standard, Superior,Deluxe categories
and residential homes except for Beach Fales and Savaii properties were included in this year’s
periodic inspections. It was part of the preparations for the UN SIDS Conference in August September. The majority of properties inspected were in compliant with the National Tourism
Accommodation Standards. A workshop was coordinated by the STAS Technical Committee for
Beach Fale operators along the South Coast (Aleipata district) on critical issues noted from
previous inspections and how it can be addressed. The Samoa Tourism Accommodation
Standards Committee (STAS) will continue to conduct follow up inspections for hotels and
residential homes across Upolu, until the conference in August. Inspections for accommodations
properties not included in the periodic inspections for UN SIDS will commenced in February 2015
starting with Beach Fales and List Only properties in Upolu.
Inspectors who are also members of the STAS include the Ministry of Works, Transport and
Infrastructure, Ministry of Health, Ministry of Natural Resources and Environment, Electric Power
Corporation, Samoa Water Authority, STA and 2 private sector representatives from the SHA and
the Savaii Samoa Tourism Association.
Malifa Lodge Hotel
Travellers Point
5.2.2 Annual Product Update
Due to resource and time constraints, the division this year did not undertake an annual product
update. Instead, the team had used the Accommodation Standards inspections to also update
information. New staff members of the division however are encouraged to participate during
periodic inspections and other field visits which are carried out throughout the year to familiarise
with the product.
5.2.3 Attraction Site Upgrading
With the assistance of the Eco Tourism AVID volunteer and other multiple partners including
MNRE and SPREP, ten interpretive signages for eight sites in both Upolu and Savaii were
developed and launched as part of the first phase of this project. A touring map with descriptive
information of all the attraction sites in both Upolu and Savaii was also developed and printed
within this year. This initiative will be replicated in other sites across the country that will not only
be funded by the Authority but will also be funded under the Samoa Tourism Support
19
Programme. To Sua Giant Swimming Hole was selected as the priority site for the Samoa Tourism
Support Programme as it is one of the iconic site for Samoa and most visited, however the main
concern is the safety of guests using the existing ladder. Therefore a technical Advisor was
selected for the ‘To Sua Access Stairway Design. The division is regularly called upon meetings
with the New Zealand High Commission to discuss the Attraction Site component and select
priority sites to be developed and upgraded through this program.
Final design for Afu Aau Falls Interpretive sign
Touring Map for Activities
The division had the opportunity to coordinate consultations and site visits for the consultants
from the Tourism Resource Consults who were working on a feasibility study for Samoa on the
Pacific Trails Initiative Project. This project was looking at identifying niche activities/products for
Samoa that can be funded by the New Zealand Government Aid Programmes. A draft report
and proposal was circulated amongst stakeholders who were a part of the consultations with
four (4) niche activities identified which are Cycling; Great walks; Signages and Drive Itineraries.
5.3 TOURISM BUSINESS AND INVESTMENT
5.3.1 New Tourism Businesses
The division continued to promote good business planning through advice and consultations
with owners and operators at the initial stages of development. Such efforts were further
supported through ongoing awareness and education programmes. All proposed and new
tourism developments/businesses are required to formally register with the Authority. This process
helps gather initial information on the status of developments by the time the operators
approach the Authority for the first time. Site inspections are conducted on a quarterly basis to
assess locations, collect information on development progress and provide guidance on next
steps to be taken.
The division also works closely with the Small Business Enterprise Center and the Ministry of Natural
Resources and Environment particularly through its Planning and Urban Management Agency to
which most of these new businesses are referred to for business planning advice and obtaining
Development Consents. This is a continuous process and the division maintains a database to
regularly follow up on each development. Depending on the nature of the new business, the
division provides additional planning materials such as the Step by Step Guide for Tourism
20
Operators and the Minimum Accommodation Standards Guidelines in addition to Planning and
Marketing advice from the responsible divisions of the Authority.
A formal agreement between the Authority and the Ministry for Revenue through its Business
License Division exists to guide and control tourism business licensing in Samoa.
This
arrangement has proven successful with most new businesses being referred to the Authority for
endorsement before issuing a business license.
No funding assistance is offered by the Authority or a development partner to help in the
establishment of a new tourism business. However, support is available through the Private
Sector Support Facility for eligible businesses which have been in operation for at least one year.
New tourism developments registered with the Authority and inspected this year are summarised
below:
Types of New Tourism Developments
Accommodations (operational 9 & planning stage 6)
Support Service (tours & attraction sites )
16
5
5.3.2 Tourism Investment
At the national level, the National Investment Committee (NIC) continues to support significant
tourism investment projects. The division is regularly called upon to represent the Authority at
NIC meetings in the absence of the CEO. One of the key projects discussed this year included
the Apia Waterfront Development Project’s concept plan and quick wins for implementation.
5.4 TOURISM CYCLONE RECOVERY PROGRAMME (TCRP)
The New Zealand Aid Program funded Tourism Cyclone Recovery Program (TCRP) is designed to
ensure a rapid and integrated recovery of the tourism sector following the devastating effect of
Cyclone Evan on 13-14 December 2013.
The overarching Goal of the TCRP is to "achieve a rapid recovery of the tourism industry and
tourism based livelihoods and employment". In order to deliver on this goal, the TCRP has been
designed to support four key areas of sector development as follows:
Output One:
Output Two:
Output Three:
Output Four:
Reconstruction of sector accommodation and essential ancillary infrastructure
Marketing campaign to recover pre-cyclone demand
Capacity building for sector recovery
Financial and environmental risk management of the sector
Funding for the Grant Facility is from the New Zealand Aid Programme with a total of
(SAT)$7,589,081. The programme has gained a positive respond from applicants who at the
initiation of the programme have applied for the reconstruction grant, marketing grant,
capacity building and the financial and environment risk management of the sector.
Applications were received and assessed based on the eligibility criteria in the TCRP design
document as well as business profiles collated as part of the Rapid Assessment. Funding rounds
were approved by the TCRP SC and total number of applications received from round one (1)
to round Seven (7) is fifty-two (52) in total for both the reconstruction and marketing
components. Special consideration for a softer approach towards equity contributions was
discussed in the TCRP SC special meeting held on the 27th June 2013. The SC approved
recommendations from the Secretariat on relevant options to ensure the total Reconstruction
21
Grant is well spent and respond to the needs of the affected properties particularly those which
had immediately rebuilt after the cyclone.
Provision of support to APTC training courses for on the job training targeting displaced
employees of the affected properties has been in progress with the implementation of intensive
Australian accredited courses and identified short term training opportunities for the tourism
sector. The TCRP SC approved three (3) components to be funded under the grant. Provided
below the summation of courses with total costs and status of implementation.
Component of Training
Costing in SAT
incl. VAGST
SAT$207,969
Component 1 :
Delivery of a Diploma of
Management (Australian
qualification)
Status
•
•
SAT$117,300
Component 2:
Delivery of a Certificate III in
Hospitality (Lodge program)
Component 3:
Delivery of short courses to meet
identified needs in Samoa
Tourism industry (non-accredited
courses)
3 Priority Areas
1. Tour Guiding Part 1 –
Theory
•
•
SAT$37,375.00
•
2. Tour Guiding
Practical
Part
3. Customer Service
2 –
SAT$18,400.00
SAT$ 56,258.00
•
•
•
Delivered in 4 blocks of 2 weeks
training across 12 months from
June 2014 to June 2015.
Completed 1st block (9th-20th June
2014)
Training will commence on 14th
July 2014.The training will be
completed by Dec 2014.
Completed 6 courses of 2 days
each (4 courses in Upolu and 2 in
Savaii)
93 participants out of 120 spaces.
(20 spaces available for each
training location)
Not yet implemented
1 day is allocated for each group.
Commencing 4th to 12th August
2014)
In Progress. 3 full days x 6 training
locations.
To be completed 17th July 2014
Dates: 3 full days x 6 training locations.
Commencing 15th July to 21st August
4. Food & Beverage and Bar SAT$59,018.00
2014.
Servicing
TOTAL COST $496,320.00
22
The following activities were undertaken for the period reported under this funding assistance:
i)
Procurement of consultancy services to conduct the Preliminary Design Options for
Coastal Protection of Manase. Tonkin and Taylor International conducted the Manase
assessment and submitted draft report for the Preliminary Design which will inform the
next stage of implementation with support from other programmes.
ii)
The Terms of Reference and first round of advertisement for the Financial Risk
Management specialist was conducted during this reported period. This consultant will
identify feasible options of sustainable financing mechanisms to assist the industry
prepare for future disastrous events.
5.5 TOURISM CLIMATE CHANGE PROJECTS
5.5.1 Samoa – Australia Partnership for Development Programme - Tourism Component
(NAPA 4)
This period reported saw the implementation of final activities of this programme for the Tourism
Component having fully utilized its funds from the Samoa – Australia Partnership for Development
programme which prioritized the formulation of the National Tourism Climate Change
Adaptation Strategy for Samoa to guide activities of the sector. The Tourism Climate Change
Project Coordinator also continues to be funded through this programme for its remaining year.
Various awareness activities were implemented included the production of TV Commercials
which were aired on local TV stations as well as workshops which looked at gathering feedback
and views on how to translate information such as weather updates particularly tropical
cyclones into relevant actions for the tourism industry.
This year also achieved for the Samoa Tourism sector through this project the registration of
Samoa as an Early Adopter under the Global Sustainable Tourism Council (GSTC) which piloted
sustainable destination criteria which have now been adopted globally. A senior marketing
executive of the Sustainable Travel International group carried out the on – site assessment for
Samoa which included focused group sessions and presentations of findings on Samoa’s
progress under the Four Main Pillars of Sustainable Tourism Development including Destination
Management, Social and Economic Benefits, Cultural Heritage and Environment. The Early
Adopter Assessment Report proved very vital in the formulation of the Samoa Tourism Sector
Development Plan on its goal and aims to have Samoa as the leading sustainable tourism
destination in the Pacific island region.
Discussion during the
Socio – economic
benefits focused
session for the Early
Adopter Assessment.
23
5.5.2 Enhancing the resilience of tourism reliant communities to climate change risks NAPA 5
Following the official signing of the Project Document for the “Enhancing the resilience of tourism
reliant communities to climate change risks” project, the Main Inception Workshop was held to
officially kick start the project. Implemented through the United Nations Development
Programme (UNDP) and funded through the Global Environment Facility (GEF) through the Least
Developing Country Fund (LDCF), the Authority is executing the activities of this project
alongside MNRE. This project will focus on mainstreaming climate change risks into policy
frameworks of the tourism sector and implement on the ground activities for the six (6) tourism
development areas (TDAs) as follows:
i.
ii.
iii.
iv.
v.
vi.
South east Upolu (Saleapaga and Lalomanu)
South Upolu (Safata – Sataoa & Saanapu)
North west Upolu ( Lepuiai & Faleu)
Eastern Savaii (Lano & Manase)
North west Savaii (Falealupo & Satuiatua)
South east Savaii (Palauli)
The project started with procurement of technical advisory services to assist the Tourism Climate
Change Project Coordinator for the NAPA 4 Programme who has taken on board the
implementation of this project’s activities with the support of the project assistant recruited under
the Authority as its in-kind contribution.
The Inception Phase finalised the project Revised Implementation Plan and Inception Phase
Report provided through the assistance of the Isikuki Punivalu & Associates (IPA) Company
which was the Technical Advisor to the project during this stage. The project has also completed
its first Project Implementation Review (PIR) which was a GEF requirement documenting the key
achievements of the project during its first year. Procurement at the end of this reported period
continues for a team of experts to formulate the TDA Management Plans and Technical
Guidelines for the focus areas as previously mentioned.
5.5.3 Coping with Climate Change in the Pacific Island Region (CCCPIR) - GIZ
The Tourism Climate Change Projects had also received funding assistance for the
implementation of awareness activities on climate change adaptation in line with the 5th
Objective of the NTCASS. This assistance is channelled through the Victoria University in
Melbourne Australia and implemented by the Authority.
5.5.4 Tourism Cyclone Recovery Programme – Financial and Environmental Risk
Management
The following activities were undertaken for the period reported under this programme:
iii)
Procurement of consultancy services to conduct the Preliminary Design Options for
Coastal Protection of Manase. Tonkin and Taylor International conducted the Manase
assessment and submitted draft report for the Preliminary Design which will inform the
next stage of implementation with support from other programmes.
iv)
The Terms of Reference and first round of advertisement for the Financial Risk
Management specialist was conducted during this reported period. This consultant will
identify feasible options of sustainable financing mechanisms to assist the industry
prepare for future disastrous events.
24
6.0 RESEARCH AND STATISTICS DIVISION
INTRODUCTION
The Division is currently comprised of six staff including the Manager. The division was established
in 2008 with only two staff. However its role as a producer of tourism statistical information to
keep the industry and all its stakeholders informed, had led to the need to increase staff to cater
for the increasing requirement in the type and quality of information that are crucial for planning
purposes. The division had embarked on various research activities during this Financial year in
an effort to ensure that planning information are at hand when required. The cruise ship survey
was conducted for the first time, with the fieldwork starting in November 2013 to April 2014. The
Domestic survey was also included in the work plan for the year under review as part of
determining the Economic Impact of the Sector on the Economy of Samoa. The Domestic
survey included 3 surveys namely, the Ferry Survey (conducted on the Lady Samoa III for a
period of 5 weeks including the pilot; the Accommodations survey (questionnaires have been
distributed to the hotel operators for their local guests to complete) and lastly the Establishment
survey, covering a sample of all the tourism related businesses. Upon completion of all these,
the Economic Impact is expected to be determined for the first time with the incorporation of all
the factors not just the earnings information (as per the current practice).
6.1 RESPOBSIBILITIES
The major roles of the Division include the following:
•
•
•
•
•
Monthly, quarterly and annual reporting on Arrival Information from Statistics based on
Arrival Cards
Conducting surveys on various aspects of the industry, such as occupancy and forward
booking, attraction sites survey, evaluation analysis on various events that takes place
like the Teuila Festival, Miss South Pacific and other events
Production of the Statistics Update newsletter
Provision of information to international organizations on a monthly basis
Conduct major research activities such as the International Visitor Survey and the
Economic Impact Assessment which include other small surveys
6.2 SUMMARY OF VISITOR ARRIVALS
Total visitor arrivals in the financial year 2013/2014 over 2012/2013 recorded no change, from a
total of 126,759 to 126,745. All purposes of travel showed negative growth whilst Other Purposes
of Travel (including Sports) recorded a significant increase of 71% compared to the last financial
year.
Contribution shows that Holiday contributed 36% followed closely by VFR at 35%, while Other
Purpose and Business contributed 21% and 9% respectively.
In terms of market performance, Australia, UK/Europe and Pacific Islands were the only markets
with positive trends while all the others went the opposite direction compared to the previous
year.
25
Table 1: Compilation of visitor arrivals to Samoa by Markets and Purpose of visit
Holiday
VFR
Business
Other Purposes
Total Visitor Arrivals
Markets
12/13
13/14
12/13
13/14
12/13
13/14
12/13
13/14
12/13
13/14
Am Samoa
2,855
338
2048
4994
2747
1030
1871
269
705
87
1,405
740
8403
21713
11554
2706
1294
321
450
118
6,419
Others
5787
25566
11948
2954
1007
2535
1097
321
183
4595
3328
1626
1007
2298
289
1783
308
8336
6360
3038
1772
3025
495
1978
1039
20833
55601
27875
7697
6470
3414
4035
834
19,015
54,125
29,619
7,469
6,488
3,792
3,937
2,300
Total
51,215
45,196
46,559
44,019
13,751
11,487
15,234
26,043
126,759
126,745
New Zealand
Australia
North America
Pacific Is
UK/ Europe
Asia
% Change
% Distribution
22,990
12,050
2,377
598
2,706
880
-11.8
36%
20,454
12,457
2,580
1,053
358
360
-5.5
35%
4,321
2,074
740
1,812
233
719
-16.5
9%
71.0
21%
%chg
-8.7
-2.7
6.3
-3.0
0.3
11.1
-2.4
175.8
0.0
0.0
100
6.3 PURPOSE OF TRAVEL
Holiday Travelers
Holiday travelers contributed about 36% of the total arrivals, the highest contribution compared
to other purposes but a drop of more than 10% compared to the previous year from 51,215 to
45,196. All the main markets recorded decrease in total arrivals for the holiday travelers with the
exceptions of the Australian, European and Other markets.
Visiting Friends and Relatives (VFR)
A decrease of almost 6% was seen in the VFR category with most markets contributing to this
negative trend except for Australia and Other markets. From here we can conclude that those
visiting friends and relatives dropped compared to the previous year. American Samoa
dropped by almost 24%, New Zealand by 6% and Australia increased by almost 8%.
Business
Visitors on business recorded drop of 16.5% with all the markets contributing to this decrease with
the exception of the Asian market.
Other Purpose of Travel
Other Purposes of Travel also recorded a significant increase of 71% compared to 2012/2013.
Other Purposes of travel include those that Transits for more than 24 hours, Sports, Other purposes
and those that do not state their purpose of travel. This has continues to be an issue as a
number of people do not state their purpose of travel therefore they are all categorized under
Other purpose, this sometimes caused this to be a lot higher than expected.
26
6.3.1 Markets
Primary Markets (NZ, Australia and American Samoa)
New Zealand, Australia and American Samoa remained the three main markets for Samoa as
they make up the bulk of the visitor traffic with a total of 81% contribution. New Zealand
contributed 43%, Australia is now on top of American Samoa with 23% while American Samoa
contributed 15%. Out of the main markets, Australia is the only market with an overall increase
of 6.3% from 27,875 to 29,619. New Zealand and American Samoa on the other hand both
dropped by 2.7% and 8.7% respectively.
27
Secondary and Emerging Markets: North America, Other Pacific Islands, UK/Europe
and Asia
Overall these markets make up about 17% of the visitor traffic. UK/Europe and Pacific Islands
registered increases of 11.1% and 0.3% for the period under review compared to the previous
year. North America and Asia both dropped by 3.0% and 2.4% respectively.
6.4 TOURISM EARNINGS
Tourism Earnings for the period under review increased by 3.0% from a total of $314.69million in
2012/2013 to $324.09million in 2013/2014
Earnings
2012/2013
2013/2014
Total (excl. Cruise ships)
314.7
324.09
total arrivals for Visiting Friends and Relatives dropped it remained as the main revenue
generation sector as far as visitor earnings are concerned, contributing 35% in terms of arrivals
and about 47% in terms of revenue. An increase in revenue of almost 1% for VFR compared to
the previous year, from $149.83 million to $150.81 million.
The earnings from the Holiday category decreased by about 0.2% for the period under review.
Business and Sports all decreased by 4.6% and 12.6% respectively with Other Purpose of travel
recording a significant growth of 136.7%. All purposes of travel experienced negative growth
with the exceptions of VFR and Other Purposes of Visit.
28
Purpose
Holiday
VFR
Business
Sports
Others
2012/2013
119.95
149.83
32.72
4.36
7.83
Earnings
2013/2014
119.71
150.81
31.22
3.81
18.54
% change
-0.2
0.07
-4.6
-12.6
136.7
Earnings by market revealed that New Zealand not only provided the majority of arrivals but it
also brought in about $143.8million, a 44% contribution to the total earnings but a drop of about
0.6% compared to the previous year. Australia being the second largest market generated
$90.5million, an increase of 12.4% compared to the previous year. American Samoa and the USA
both registered decreases whilst Other Countries and Europe recorded significant increases of
13.9% and18.3% respectively.
6.5 OCCUPANCY AND FORWARD BOOKINGS SURVEY
The Division picked up the Occupancy and forward bookings surveys in the beginning of 2011 as
there had been no record for this important indicator. Several challenges continue to hinder the
efforts in trying to collect the information. Some properties still did not see the logic behind
submitting this information to the Authority others did not have any records of the visitors that
they have from time to time. Regardless of these challenges, the work continued and data have
been collected continuously, collated and reported to the STA Board of Directors on a regular
basis. Great changes have been noted over the last three years that the survey had been done
for such as, an increase in response rate, improvement in record keeping for some of the
29
operators as more have come to realize the importance of recording and keeping this
information.
The response rate varied for the months from 60% to 80%. However, this tends to improve as the
others would provide all their information when the team visits in the next quarter. The response had tremendously improved compared to when this started in 2011.
Findings
Following is the summary of findings for the Financial year under review 2013/2014 in comparison
to the previous year. The results have revealed that Superior Standard continued to be the most
popular choice of accommodation followed closely by the Deluxe category. All categories
have shown growth in terms of average occupancy rates for 2013/2014 compared to the last
Financial Year 2012/2013. The Deluxe category had increased by almost 16% compared to the
same period last year, Superior Standard with an increase of 7.4%, Standard with almost 7% and
Budget category saw the highest growth for all the categories at 45%. Average Occupancy for
all the categories have increased by 15% this financial year compared to 2012/2013, from 36.7%
to 42.1%. Beach fale also have increased by 1.4% compared to the previous year.
% change
2013/2014 over
2012/2013
Accommodation
Category
2011/2012
2012/2013
2013/2014
Deluxe
49.1
49.5
57.2
15.6
Superior
48.2
54.1
58.2
7.4
Standard
23.7
24.3
25.9
6.7
Budget
23.0
18.8
27.3
45.1
AVG
36.0
36.7
42.1
14.9
Beach Fale
13.5
14.4
14.6
1.4
30
All accommodation properties in the country are included in this survey; however the response
rate varies every month as sometimes the response rate depends on the availability of the
managers or owners. Regardless of this, the Authority have seen the changes in response rate as
more and more are willing to provide the information on a monthly basis as required by the
team. The form has also been revised to reflect the powers of the Authority as specified under
the Samoa Tourism Development Act 2012.
6.6 MAJOR SURVEYS - ECONOMIC IMPACT ASSESSMENT
Major research and survey activities are some of the important roles of the division. During this
Financial year, the Economic Impact Assessment started with the assistance from Acorn Consult
as contracted under the NZAid Samoa Tourism Support Programme. This activity include various
surveys such as:
1. Cruise Ship Survey
2. The Domestic Tourism Survey
a. Ferry Survey
b. Accommodation Survey
3. Establishment Survey
All the above surveys have been conducted during this Financial year with others continuing on
to the new Financial year.
Details of the Different Survey activities included under the Economic Impact Assessment
1. Cruise Ship Survey
Sample, Methodology and Duration
The cruise ship survey was intended to be conducted for a period of 12 months however, given
the seasonality trends for the cruise arrivals to Samoa, the survey period then changed to 6
months starting in November 2013 to April 2014. The survey was conducted at the wharf with
31
staff interviewing passengers on their way back to the boat upon completion of shore
excursions. Initially, only 3 enumerators were hired to do the job assisting Research and Statistics
staff however, as the need arises, the number of enumerators had increased up to 10 in order to
achieve the total required sample.
At the end of the survey, a total sample of over 500 was achieved and the team designed the
database for data entry and consequently entered the data before sending it to Acorn Consult
for analysis and writing the report.
The report for this survey is currently in draft form and will be included with the other surveys in
the analysis to determine the Economic Impact of Tourism in Samoa.
2. Domestic Tourism Survey
The Domestic sector of tourism also needed to be investigated in order to gain the full picture of
the tourism impact on the economy of Samoa. Given that, the domestic survey was to be
conducted and firstly the consultant together with the team needed to define Domestic tourism
in Samoa's context as this will make the job a bit easier.
Domestic tourism was then defined as "the trip taken by a Samoan resident (regardless of
nationality) outside his/her usual environment" and usual environment is explained in the
information provided below:
DEFINITION OF USUAL ENVIRONMENT FOR DOMESTIC TOURISM
A Samoan resident is treated as travelling outside of his/her ‘usual environment’ only when
he/she:Makes a visit to the other main island i.e. from Upolu to Savai’i and vice versa (but only for an
overnight trip). So day trips even outside of the usual island are treated as staying within the
‘usual environment’. But the overnight trip can involve staying with friends and relatives as well
as staying in commercial accommodation.
OR
Makes a visit within his/her own island and stays in commercial accommodation for which he or
she has paid (so day trips within one’s usual island of residence are still within the ‘usual
environment’) Also even if staying overnight, a stay with friends or relatives is treated as
remaining within the ‘usual environment’.
So overall a daytrip is not seen as going outside of the ‘usual environment’. An overnight trip
staying in commercial accommodation is always seen as being outside of the ‘usual
environment’. An overnight trip staying with friends and relatives is only outside the ‘ usual
environment’ if the trip also involves a visit to the other main island on which he/she does not
normally reside.
Given the above, several surveys were then considered to be conducted in order to obtain the
information. These are the Ferry Survey and the Accommodations survey.
32
a. Ferry Survey
The Ferry survey was conducted on the Lady Samoa III vessel to determine the travel between
the two islands, namely Savaii and Upolu. As given in the definition for domestic tourism, those
that were included in the survey are Samoan residents, regardless of their nationality.
Sample, Methodology and Duration
The survey was designed to be conducted on the ferry for a period of four weeks plus one week
to sample the questionnaire and the methodology. 10 Temporary enumerators were recruited
to assist with this exercise however by the time the actual fieldwork was conducted we were
only left with 8 to assist staff members on the boat.
The fieldwork occurred in two phases with two weeks each phase. The questionnaire and the
methodology however was piloted for one week in June after the Independence celebrations
followed by the two phases in late June (16 to 29) and 26 July to 8 August 2014. The phases
have been done separately deliberately avoiding the periods where events that would cause
much travel between the islands such as the church conference in July and the father's day
celebrations in August.
The survey was conducted on the ferry and the team was divided into two shifts, each shift
taking three trips a day with each enumerator to have interviewed up to 6 people per trip. The
overall target for the survey was to have about 2,500 sample size. By the end of the four weeks,
the total sample size achieved was more the 3,000. The enumerators conducted interviews on
the ferry randomly selecting passengers on each trip.
Like the other surveys, the team was also responsible for designing the database and entering
data before sending the information to Acorn Consult.
b. Accommodations Survey
The Accommodations survey was conducted at the accommodation properties selecting
mainly those that cater for local residents from time to time.
Questionnaires were distributed to the selected accommodations for them to give to their local
guests to be completed. The time frame given was ten (10) weeks ending 10 October 2014. The
main challenge faced by the team was the fact that including in this period is the UNSIDS
preparations as well as the actual meeting, and most if not all of these properties were to cater
for this very important event in the history of Samoa.
This activity actually continued on in the new financial year and hopefully the results will be
ready and included in the annual report then.
c. Establishment Survey
The above survey focuses on the tourism related businesses, and efforts have been put in place
to ensure that all those that have something to do with tourism are included in this survey. The
sample ranges from accommodations to restaurants, travel agents, handicrafts, entertainment,
rental cars. Like the Accommodations survey, this also occurred during the preparations for
33
UNSIDS, however, the team had diligently followed up as much as possible prior to the
conference to ensure that a good and representative sample is obtained in the end.
This also will see its final stages in the new financial year and a report will be finalised and ready
for the next annual report.
All the above surveys are intended to have all the results incorporated to determine the
Economic Impact of tourism in the economy of Samoa, hence these will form the basis for the
Economic Impact Assessment survey report that is to be completed by December of 2014.
6.7 EVALUATION ACTIVITIES
The Division as part of its role also undertakes various small sample surveys as part of the
evaluation process for the various major events that took place and may have an impact on
Tourism. For the period under review, the surveys that had been undertaken include the Teuila
Festival 2012 Survey, and the Samoa Tourism Exchange 2013 Evaluation.
7.0 POLICY ADVICE
Introduction
The Policy Advice (PA) Division under the direct authority of the Chief Executive Officer is
responsible for a diverse range of duties and tasks. This division has been enhanced with the
inclusion of the Sector Coordinator together with a Policy Analyst that has assisted very much
with the Authority’s effort in engaging Communities inorder to learn and ensure an interest in
Tourism Development.
Our first ever Tourism Community Roadshow was staged at Lalomanu for four huge Districts –
Aleipata Itupa I Lalo, Aleipata Itupa i Luga, Lepa and Lotofaga. It was well attended by five
representative from each village consists of two Aliis, two Tamaitais and one Youth Rep. Matters
of discussion ranges from how they could benefit from Tourism to the overall safety of tourists and
villagers alike. Upon the success of that first Roadshow, CEO and Management had decided to
stage Roadshows around the Country in every other months.
Our division too had wholeheartedly assisted the Sector Coordination Unit in coordination and
actual role out of Seminars for the promotion of Tourism Development Act 2012 to Communities,
our Stakeholders and partners and Tourism Industry Alliance in both Upolu and Savaii. Copies of
the Act were published and distributed to all Ministries and Corporations as well as our
Stakeholders. Following promotions of the TDA was General consultations for Samoa Tourism
Development Plan 2009-2013. Since this process too had followed a similar arrangement as that
of the Act workshops, our Team had also work hand in hand with Sector Coordinator that thus,
resulted in a very successful programmes not only in terms of attendance but also overall
participation.
7.1 COMMUNITY LIAISON
A very busy year for Liaison Officer given the many Community Roadshow that were conducted
in both Upolu and Savaii. More time was needed in liaising and contacting Village
Representatives and Youth Reps. More consultations were also conducted for purpose of
34
promoting our Tourism Development Act 2012 similarly to our Samoa Tourism Development
Support programme 2009 – 2013. All our stakeholders, partners, our Industry and Communities
were all included in these lines of Consultations with the great assistance of our Technical
Advisors and our whole Team.
7.2 NATIONAL BEAUTIFICATION COMMITTEE
The National Beautification Committee of Samoa, is a committee that was endorsed by Cabinet
and thus its work still continues. Meetings are held on a monthly basis to discuss ways and
solutions for beautification of Samoa especially the town area. For instance, among many
activities implemented, gardens around town area were restored as well as installation of new
signages for whole of Samoa due to wear and tear. In addition, was the usual support to all sets
clean up days without the year that all Ministries and some private businesses partaken in. Real
highlight for NBC was their regular Toilets inspections for all public accessible toilets. They had
really assisted in making a lot of changes not only establishment of new facilities but also the
renovation of old and unpleasant premises. Again, great improvement and a real change has
been witnessed by many.
7.3 TEUILA FESTIVAL
There was much time and effort of our staff especially our Liaison Officers committed in
preparation and actual running of Teuila Festival 2013 since it was very much a part of the
overall celebration of Samoa’s 50th Years of Independence. Although it was hard work, but it
was all worth it in terms of its increasing popularity and more people turning up to all its stage
events. Main new features and many new programmes were seen and witnessed by the Public
including many dance groups from overseas that were willing to travel down to be part of this
great and most successful event thus far. For instance, our division had first introduced to Teuila a
Lunchtime Show, Musika Extravanganza, Dreashow among many new things.
7.4 CULTURAL VILLAGE
A huge makeover has been done to our Cultural Village in rearranging of Fales and fields to
reflect a more vibrant environment and space suitable for all planned activities and cultural
demonstrations. We had just completed renovation of small Samoan Huts/Fales alongside the
seawall. We had now being able to showcase our Entertainment Group with their normal
Thursday Tour and demonstration at their own assigned part of the field and during anytime a
Ferry is docked at the nearby Matautu and of course during other related Tourism Events where
needed. Same Cultural Group had continued to host and put on display the following talents
and skills: tattooing, handicrafts, carving, screen printing, samoan food (umu) demonstration
and sampling, fire knife dancing, traditional healing etc.
Again, activities that have been going on inside the STA Cultural village are as follows:
 Tattooing of Traditional Sogaimiti and Malu
 Printing of Elei Samoa and Handicrafts
 Printing of Siapo
 Carving of Samoan Handicrafts
 Traditional Massage/Healing – Taulasea Samoa
 Creation of Fire
 Food Making Demonstration
35
7.5 EVENTS
The Authority has continued to lead the way in Samoa through its effective and efficient
facilitation and coordination of events at a national and international level. Similarly to the
previous year we had made a commitment to continue assisting and sponsoring these events as
they were very promising to attract more tourists and locals alike. Again, events that were held
and assisted with are as follows:
1.
2.
3.
4.
5.
6.
7.
8.
9.
Local Swim Series – 3 swims in 1 week
Samoa Triathlon Series
Samoa Swim Series (Annual Event)
Pacific Open Water Challenge
Samoa Half Iron – Long Distance Triathlon (Inaugural Event)
Launch of the Sheraton and Aggies Partnership
Teuila Festival
Alo PaopaoRegatta
Miss Samoa Pageant
As the Secretariat of the Miss South Pacific Pageant remained housed at the Samoa Tourism
Authority within the Police Advice division – the Events unit have been assisting the Solomon
Islands with their preparations in hosting the Miss South Pacific Pageant later on this year from 1st
– 7th December 2013 that was held in Solomon Islands.
7.6 INFORMATION TECHNOLOGY AND SERVER
From the IT’s corner, a very crucial services in relation to the ongoing performance of PC and
network maintenance working parallel with server administration. Has continued to provide that
technical assistant to Consultants/TAs, Management and general staff with regards to Internet
connections, email setups, PA system and other related IT support during general consultations
and seminars as well as the ongoing technical support to CEO and Management with Boarder
Management System. In addition, the monitoring of email and internet users on a daily basis to
ensure System is professionally use without the abuse of some staff that could have skyrocketed
costs and fees. IT is also responsible for providing advice and quotes for the procurement of all
technical assets and IT related stationary.
A new initiative given the great assistance of SPTO to our Industry and its stakeholders and
partners was the use and development of websites for bookings and reservations and least to
mention, the use of social media as promotional tools.
7.7 MEDIA AWARENESS, PUBLIC RELATIONS, AND COMMUNICATIONS
Keeping the Industry, the public and the media informed of what STA is carrying out to ensure
‘tourism for Samoa’, is the responsibility of the PA Division. It is the duty of the PA team to
develop, implement and drive a strategic communications programme covering industry and
STA developments. This is an effective communications programme that will feed to all the local
and international media, the local community as well as the local and international tourism
industry and interested stakeholders all and any news that reflects and advises ALL about what is
happening in the tourism sector and its benefits to the larger Samoan economy.
These forms of awareness include the creation of press releases, press conferences, television
programmes (TV1 Lali/TV3 Samoa le Aso), weekly radio programmes (Radio2AP, Radio Polynesia
Talofa FM), online updates and correspondence. The communication strategy also includes
leading negotiations and discussions with villages, communities and specific groups as required
36
by the Authority in the efforts to communicate important tourism messages to the community at
large.
The PA Division continues to assist the STA Marketing Team locally based and those STA
Marketing Reps overseas, through the facilitation and implementation of itineraries and
programmes for overseas media visiting Samoa under the Authority’s Media Visit Campaign. This
is a productive feature as it creates an intensive working relationship between the PA Division
and the Authority’s Overseas Marketing Reps and their clients. The PA Division is also on hand at
all times to respond to queries from both local and international media regarding matters
pertaining to Samoa’s tourism related events and those which STA might directly be involved in.
The PA Division’s PR & Communications has been working closely with its Events section in
creating awareness and drawing both local and international media interest in the various
events which STA spearheaded or supported throughout the past financial years with increased
involvement from 2010 to 2013.
37
8.0 FINANCE AND CORPORATE SERVICES
Introduction
The Finance and Corporate Services division of the Samoa Tourism Authority, plays a vital
supporting role in the effective implementation of the core activities of the Outputs of the
Authority. Ensuring compliance of the Authority with the requirements of the Public Bodies
Performance and Accountability Act 2001, which regulates the administration and finances of
all Government bodies, in conjunction with other relevant existing national and international
legislations, is one of the main objectives of the division. In addition to that, the Finance and
Corporate Services division is also responsible for overseeing and coordinating the human
resource of the Authority.
8.1 FINANCIAL REPORT
8.1.1 Annual Accounts – FY 2013 – 2014
We herewith present the Samoa Tourism Authority’s audited annual accounts for the financial
year 2013/2014, and we are pleased to state that the Authority’s books subsequent to the audit
arrived at the following:



the accompanying financial statements give a true and fair view of the state of affairs of
the Authority as at 30 June 2014,
Financial statements of the Authority have been prepared in accordance with
International Financial Reporting Standards, and are in compliance with the Public
Finance Management Act 2001 and Companies Act 2001 (amended 2006) in relation to
the form or content of financial statements made under the Public Bodies (Performance
and Accountability) Act 2001.
No circumstances which would render any particulars included in the financial
statements to be misleading or inaccurate.
8.1.2 Internal Control Systems
Samoa Tourism Authority’s internal control systems in place continue to be effective, in ensuring
that accountability and transparency are upheld throughout the execution of the Authority’s
operations. These systems are further strengthened with the assistance of our accounting
software MYOB, and existing Administration and Accounting policies and procedures. Any issues
raised with relevant recommendations by auditors to fortify internal control systems of the
Authority during audits, are implemented where necessary.
8.2 FINANCES
In comparison to last financial year (FY2012.2013), the Statement of Financial Performance for
the year noted a great improvement with an excess of income over expenditure of $441,167
(FY2012/2013 deficit ($290,266). Last financial year’s deficit and high creditors was a direct result
of the post cyclone Evan campaigns in efforts to reverse the negative publicity about Samoa of
which no additional financial assistance were received for. The campaigns were primarily to
inform Samoa’s source and secondary markets that only a segment of Samoa’s tourism industry
38
was affected and not all as perceived by many. The surplus reported in the current financial
year, reflects the STA Board, Management and Staff commitment to clear its debts from the
previous year and implement all its major events and activities for the year efficiently and
effectively.
8.3 FINANCIAL ANALYSIS
The reported current ratio of .70 for the year is a great improvement from last year (FY2012/2013
.20). In the wake of cyclone Evan the Authority was left with a very high trade and other
creditors amount of $992,483 that decreased dramatically to $400,977 at the end of this year.
However the late receipt by Samoa Tourism Authority of the invoices from the source and
secondary markets was the main reason why the bulk of these trade creditors remained unpaid
as at end of the financial year. This as mentioned above is a reflection of the commitment by
the Board, Management and Staff of STA to clear its carried forward debts from the previous
year resulting from post cyclone Evan campaigns in the source and secondary markets.
The majority of the Vagst Payable reported is the outcome of a reassessment carried out by MfR
of STA’s Vagst Payable for the years 2010-2012; period pending finalization of the treatment of
STA’s grant portion spent overseas on its marketing and promotional activities. An arrangement
has been made between MfR and STA to settle the above payable without exerting any strain
on the Authority’s new year’s cash flow and the implementation of its plans for FY2014/2015.
Total income for the Authority increased moderately by less than 1% compared to last year (with
government grant making up 99%; 1% from Teuila Festival and Booking Engine proceeds and
Other Income).
On the other hand total expenses for the year decreased by 5%. Of the total expenses 60% was
spent on Marketing and Promotional activities overseas, in the region and locally, 9% on
Transactions on Behalf of the State, and the remaining 31% for the other 3 outputs namely Policy
Advice to Minister, Planning and Development, Research and Statistics and support services
provided by the Finance and Corporate Services division.
An Excess of income over expenditure or a surplus was noted at end of the financial year (2014:
$441,167) 2013: ($290,266).
8.4 HUMAN RESOURCE
8.4.1 Staff
The Authority during the year employed a total of 69 employees including our NZ marketing
representative and his Assistant. This number increased slightly compared to last financial year
with 66 employees. Employee turnover this year has a lower margin of 10.45% compared to last
Financial Year
Staff members per division for the Financial Year.
DIVISIONS
Policy Advice
Marketing & Promotions
Total Staff
9
14
39
Planning & Development (10 + 7 NBC Groundsmen)
Research & Statistics
Finance & Corporate Services
17
6
23
8.4.2 Resignations
Throughout the financial year, 7 employees resigned to pursue other endeavors.
8.4.3 Retirements
No staff member retired during the year.
8.4.4 End of Contracts
Pativaine Petaia-Tevita successfully completed her 3 year contract (2010-2013) in December.
She was reappointed to resume in her role as Finance and Corporate Services Manager for the
Authority for the next 3 years.
8.4.5 New Recruitments
STA recruited 11 new employees during the financial year as replacements for the vacancies
resulting from resignations, terminations, and promotions of staff members; and also for the STA
Board approved new positions.
The new recruits included the Planning and Development Manager, Principal Marketing &
Promotions Officer, Public Relations and Communications Officer, Senior Research and Statistics
Officer, Marketing and Promotions Officer, Graphics Design Officer, Planning and Development
Officer, Project Assistant Tourism Climate Change Project, Marketing Support Officer and 2 NBC
Groundsmen.
8.5 OVERSEAS TRAININGS
The Authority was again fortunate this year to have received several invitations to a number of
overseas training opportunities for our staff members to attend.
The following table provides details of these programmes:
Host Country
Title of Training
Duration of
Training
Type of Sponsorship
1
Nadi, Fiji
Regional Tourism Executive
Training Programme
9th – 14th
September 2013
Fully Sponsored by
SPTO
2
Guilin, China
The 7th UNWTO/PATA
Forum, on Tourism Trends
and Outlook.
21st – 23th October
2013
Funded by STA
3
Auckland, New
South Pacific Capacity
Building Programme in
23rd September –
Partially Sponsored
40
Zealand
Tourism & Hospitality
Management in
cooperation with AIS
10th October 2013
by SPTO and STA
4
Nadi, Fiji
Regional Tourism Train the
Trainer Workshop
11th – 15th
November 2013
Fully Sponsored by
SPTO
5
Indonesia
Indonesian Art & Culture
Scholarship
10th March – 21st
June 2014
Fully Sponsored
Seminar on Tourism
Development for
Caribbean South Pacific
Region
15th – 4th June 2014
Fully Sponsored
6
Haikou, China
Ministry of Foreign
Affairs of the
Republic of
Indonesia.
Government of
China
7
Okinawa, Japan
Planning & Management
of Eco-Tourism in Tropical
and Subtropical Ares for
Asia & Oceania Region
9th April – 21st June
2014
Fully Sponsored by
JICA
8
Harbin, China
Ecological Tourism
Development &
Management for
Developing Countries
10th June – 7th July
2014
Fully Sponsored by
Government of
China
Selection of candidates are done by Management and approved by Cabinet, based on
programme requirements and eligibility criteria. Crucial also to the selection process is the
relevance of the programme to the respective areas of responsibilities for effective capacity
building of staff. The usual reporting requirements of Government apply, and staff members are
expected to do presentations to Management and Staff upon return.
41
FAASOLOGA O MATAUPU
1.0
SAUNOAGA A LE MINISITA ……………………………………………………………………………...4
2.0
SAUNOAGA A LE OFISA SILI …………………………………………………………………………….5
3.0
OTOOTOGA ………………………………………………………………………………………………..6
4.0
VAEGA O MAKETI MA FAALAUILOA …………………………………………………………………..9
5.0
VAEGA O FUAFUAGA MA ATINAE …………………………………………………………………...18
6.0
VAEGA O SUESUEGA MA FAAMAUMAUGA ………………………………………………………..30
7.0
VAEGA O FAUTUAGA TAU FAIGA FAAVAE ………………………………………………………...37
8.0
VAEGA O TUPE MA AUAUNAGA LAUTELE …………………………………………………………..42
Lipoti Faaletausaga a le Pulega o Tagata Tafafao Maimoa 2013- 2014
3
1.0 SAUNOAGA A LE MINISITA
E fai ma sui o le Komiti Faatonu ma le Pulega o Tagata Tafafao Maimoa
Mai, o'u te tuuina atu ai le ripoti o le tala faatatau o tupe a le Pulega mo
le tala faa-le-tupe o Iulai 2013 - Iuni 2014. O le faaauau ai pea o luitau
ma faafitauli i le tamaoaiga o le lalolagi, aemaise o taua ma
fevaevaeaiga i soo se vaega o le lalolagi. Ua faaauau ai pea ona
lagolagoina e le malo o Samoa le atinae o tagata asiasi maimoa mai
ma ana paaga ua atagia lea i le siitia ai o le tupe faatatau mo le Pulega
i le $11,608,916 e tusa lea ma le 1.02% ua siitia ai mai le tausaga ua
mavae.
O le atinae o turisi o loo taimua pea i le atinae o Samoa e pei ona iai lona sao e 20% ma avea
ai ma vaega autu e ave i ai le faamuamua mo le atinaeina o le atunuu. O le mafuaaga lea e
fa'aauau ai pea ona lagolago i ai le malo i auala talafeagai e faatumauina ai pea le avea ma
ala manuia e faatupulaia ai le tamaoaiga o Samoa.
I le tulaga o atinae fou ma pisinisi fuafuaina, e 16 atinae turisi ua faamauina, e 9 atinae ua
tatalaina ma le 6 o loo i se tulaga o tapenaga mo le fausiaina. Ae mo atinae o mataaga ma i
latou o loo faatinoina le faamaimoaina o turisi, e 5 mataaga fou ua faamauina mo lenei taimi.
O se tasi o matatia o le faaopopoina lea e le Pulega o Eleele a Samoa (SLC) se atinae turisi mo
apitaga e pei ona tatalaina ai lenei faletalimalo ua faaigoaina o le Malifa Lodge. Ua faaopopo
ma tatalaina foi se tasi o faletalimalo tele e 5 fetu ua faaigoaina o le Toe foi i le Parataiso i
Lefaga, ma ua faaopopoina foi lea mo filifiliga a turisi faapea o tatou tagata e fia faaaogaina
lenei auaunaga. O'u te talitonu ma le mautinoa i le agai pea i luga o le atinae o Turisi i Samoa
aemaise o le toatele pea o i latou faipisinisi o loo fia faatuina ni atinae turisi i o tatou laufanua
I le pulea lelei ma faatinoina le atinae o turisi i se auala mautu, e manaomia le fuafua lelei poo
a ni vaega lelei o auina mai e turisi ae pe faafefea foi ona faamautuina Samoa o se atunuu e
tosina mai i ai tagata asiasi maimoa mai. O lea e ao ai ona faaleleia auaunaga eseese i le au
fai faletalimalo aua lava le faatosina mai o fonotaga ma tagata tafafao mai.
O lea e momoli ai le FA'AMALO i le Ofisa Sili, le Pulega ma le aufaigaluega o loo latou faatinoina
nei fuafuaga ma atinae aemaise o le galulue faatasi, aua le faamautuina o le atinae turisi i aso
uma.
Ia Manuia!
Tuilaepa Fatialofa Lupesoli’ai Dr. Sailele Malielegaoi
Minisita o le Pulega o Tagata Tafafao Maimoa Mai
4
2.0 SAUNOAGA A LE OFISA SILI
E muamua lava ona faailoa le fesoasoani tele ma le agalelei mai o a tatou
paaga, le malo Niu Sila, le malo o Ausetalia, o Malo Au-faatasi ma le malo o
Samoa e ala i lana tala o le tupe fuafuaina mo le Pulega. E lagona ai le
agaga fiafia tele ma le loto maualalo, e faafetaia ai le lagolago mai i le
faatinoina o polokalame ma aoaoga i se auala e sili ona lelei ma le mafai,
ina ia mautinoa le mauaina lea e i latou uma o loo faatinoina le atinae o turisi
i Samoa, le auaunaga e sili ona lelei mo a tatou malo asiasi mai.
O le sini autu lenei ripoti, o le auiliili lea o polokalame ma auaunaga ua faatinoina ma ausia i
lenei vaega o le tausaga, ae le gata i lea o nisi o vaega lelei mo le atinaeina lea o lenei
alamanuia faatasi ai luitau sa feagai ma lenei atinae i totonu o lenei vai-taimi.O se tasi o
matatia sa mafai ona ausia o le faatinoina lea o le polokalame faalauiloa mo itumalo e 4 e pei
o le Aleipata Itupa i Lalo, Aleipata Itupa i Luga ma Lepa & Lotofaga, sa faataunuuina lea
faalauiloa i le EFKS i Lalomanu. Sa faamalosia ai nisi o sini autu e tolu e i ai, Tagata, Siosiomaga
ma Agafesootai o se tasi o faatauamo le atinae o Turisi ma le atunuu lautele. I le lelei faatinoina
ai o lenei faalauiloa, sa fuafuaina ai loa nisi o faalauiloa se 3 mo le atunuu atoa e aofia ai Upolu
ma Savaii. O se tasi o galuega sa mafai ona ausia, o le faalauiloaina lea o Tulafono
Faatonutonu 2012 i le mamalu o le atunuu o paaga ma le atinae o faletalimalo. Sa faatinoina
foi le faatalanoaga ma le atunuu e faamautuina ai le Taiala mo le Atinae o Tagata Asiasi
Maimoa 2009 – 2013 le tausaga muamua foi lenei ua mafai ai ona faamatuuina atu i tua le
faatinoina o le tauvaga o le Lalelei o Samoa ma manumalo ai i tauofoga le kamupani ua
faaigoaina o le Manaia Events.
I lenei fesuiaiga sa tumau pea le lagolago a le Pulega o Tagata Asiasi Maimoa mai ma pasia
fautuaga ina ia lelei faatino le tauvaga. O se tasi tulaga lelei ua mafai ona faatinoina mo le
taimi muamua o le lagolago mai lea a le Faalapotopotoga o Turisi a le Pasefika i le au
faletalimalo ma paaga, i le fausia le o ala i luga o upega tafailagi e faailoa mai ai i latou o loo
fia malaga tafafao mai, aemaise o le faaaogaina o auala eseese o fesootaiga. O nisi o vaega
e fia faailoa, o le Auaunaga o Tagata Asiasi Maimoa mai ua tele ina lagolago i nisi o taaloga
eseese ma ua matauina ai le toatele o i latou e malaga mai i o tatou laufanua i nei tauvaga e
pei o le, Tuuga aau, Tuuga uila,Tuuga aau - tietie uila - tamoe e le o maua nisi. Ma ua
faamauina ai le siitia o tagata asiasi mai i le 7.1% faatusa i tausaga ua mavae.
E momoli ai le faafetai tele i le Afioga i le Palemia o ia foi o le Minisita o le Pulega o Tagata
Tafafao Maimoa mai Fafo i lona sa'o i le faatuputupulaia o lenei auaunaga. E faailoa foi le
faafetai i le lagolago a le Komiti Faatonu mo lena 12 masina ua mavae.
E le itiiti le faafetai tele i le aufaigaluega a le Pulega o Tagata Tafafao Maimoa mo le galulue
punouai ma lo outou sa'o taua i le atinaeina o lenei alamanuia i lenei tausaga.
Ma le faaaloalo tele lava
OFISA SILI O PULEGA
5
3.0 OTOOTOGA
O lenei lipoti o loo auiliili atu ai galuega sa faatinoina e le Pulega i lenei tausaga faaletupe Iulai
2012 – Iuni 2013. O le siitaga o le vaega tupe e $$11,339,837 miliona tala, e tusa ma le 10%
pasene ua maualuga ai i le tausaga ua mavae sa faamatuu mai mo galuega a le Pulega i lenei
tausaga, o le pine faamau lea o le lagolago malosi a le Malo i le atinaega o le alamanuia o
tagata tafafao maimoa. O lenei faasiliga na mafai lea ona faaaogaina lelei e saga faamalosia
ai polokalame faalauiloa faapea le faaleleia o mataaga ma atina’e talafeagai i le
naunautaiga e saga unaia ai tagata e malaga asiasi mai i Samoa.
E maitauina le a’afiaga ole atina’e o tagata tafafao maimoa ona o a’afiaga ole Afa o Eveni ia
Tesema 2012 ma sa a’afia ai le tulaga maualalo o tagata tafafao sa faimalaga mai aemaise le
tele o faletalimalo sa le faatumuina. Lea ua fa’asa’oina ma mautinoa ai le fa’aitiitia o tupe
maua ile $237,381 fa’atusatusa atu ile tausaga ua mavae.
3.1 MATAUPU AUTU
O matafaioi autu nei a le Pulega e tusa ai ma aiaiga o lana Tulafono:

Unaia pisinisi tumaoti ma tagata taitoatasi e
maimoa
faatinoina atinae tau tagata tafafao

Unaia tagata o isi atunuu atoa ai ma tagata Samoa o loo aumau i isi atunuu e tafafao
ma asiasi mai i Samoa

Unai’a le fausia ma le faaleleia o faletalimalo talafeagai faatasi ma lona faatotogaina
ina ia agavaa ma talafeagai mo tagata tafafao maimoa mai

Soalaupule ma fefaasoaai i le faatinoga o galuega a i latou o loo faatautaia atina’e tau
tagata tafafao maimoa i Samoa

Tuuina atu fautuaga talafeagai i le Malo i mataupu tau tagata tafafao maimoa

Tapena, tuufaatasia ma faatino se Taiala mo le atina’e o tagata tafafao maimoa i
Samoa
3.2 VAEGA O MAKETI MA FAALAUILOA
O le Vaega o Maketi ma Faalauiloa o loo faatinoina polokalame faalauiloa aua le
faatuputupulaia o le silafia, le fia malaga mai ma le malaga mai i Samoa o tagata tafafao
maimoa. O nei galuega o loo faatinoina i maketi filifilia ua faamautuina e le Pulega ma e aofia
ai Faalauiloa Tu’usao (Direct Marketing), Faalauiloa Faipaaga ma Kamupani o loo tuufaatasia
ma faatauina auaunaga tau tagata tafafao maimoa (Travel Trade Activity), Faalauiloa e
faipaaga ai ma Tusitala mai Maketi i Fafo (International Media & Public Relations), Faaaliga ma
Fonotaga (Events & Meetings) ma Faalauiloa fai faapaaga ma Kamupani Eseese (Partnerships).
3.3 VAEGA O FUAFUAGA MA ATINAE
O galuega autu a lenei vaega e aofia ai le gafataulimaina lelei ma le faafoeina o atinae
mataaga, faletalimalo ma isi auaunaga e ala i tiute faa-faufautua i taimi o faatalatalanoaga
ma asiasiga aemaise lava i le unaia o le usitaia o Tapula’a Moomia, o le faatinoina o asiasiga o
atina’e eseee, lagolagoina o talosaga mo fesoasoani tau tupe, faapea foi le atinaeina o tomai
ma agavaa o i latou o loo faigaluega i totonu o lenei alamanuia O polokalame mo le tali atu o
le atinae i fesuiaiga o le tau o loo faatinoina foi e le vaega lenei.
6
3.4 VAEGA O SUESUEGA MA FAAMAUMAUGA
O le Vaega o Suesuega ma Faamaumauga e feagai tonu lea ma le tuufaatasia ma le iloiloina
o fuainumera ma faamaumauga e patino i atina’e o tagata tafafao maimoa. E feagai foi lenei
vaega ma suesuega i mataupu e aafia ai le alamanuia mai lea taimi i lea taimi e tusa ai ma
manaoga o le Komiti Faatonu, o le Pulega faapea paaga o loo galulue faatasi i totonu o lenei
alamanuia.
3.5 VAEGA O FAUTUAGA TAU FAIGA FAAVAE
O le vaega lenei ua mafai ona tuufaatasia ai i latou o loo iai le tomai faapitoa. O se tasi o
matafaioi autu a lenei vaega o le tuuina atu lea o fautuaga talafeagai i faiga faavae e ono
faaaogaina e le Malo ina ia ausia ai manulauti mo le alamanuia o tagata asiasi maimoa i le
lumanai, ae patino i le faailoa manino o vaega moomia i le loaloa o Samoa faapea afioaga, o
le au faipisinisi faapea le Malo. E feagai foi lenei vaega ma le faatinoina o galuega talafeagai
e faapogai mai i ni faiga faavae fou po o le toe iloiloina o faiga faavae o loo iai. E le gata i lea,
e taimua le vaega i le faatulagaina ma le faatinoina o galuega a le Komiti mo le
Faamatagofieina o Samoa.
3.6 VAEGA O TUPE MA AUAUNAGA LAUTELE
O le Vaega o Tupe ma Auaunaga Lautele e feagai ma le fa’asoasoaina, vaaia lelei ma le
saunia o lipoti manino i mataupu tau tupe, galuega faatino i totonu o le ofisa faapea ai ma le
aufaigaluega a le Pulega e tusa ma tulafono fa’ataatitita a le Malo e taialaina ai galuega o
ana Matagaluega ma Pulega. O lenei vaega, ua taua o le vaega lagolago i vaega autu o le
Pulega.
3.7 KOMITI FAATONU: Iulai 2012- Iuni 2013








Afoa Amituanai Faleulu Mauli
Aanamaitu Tauiliili Pasikale
Adele Kruse
Leota Lu II
Mark Pitt
Seumanuula Moana Clarke
Taua Seuala Kitiona
Taitaifono
Faatonu
Faatonu
Faatonu
Faatonu
Faatonu
Faatonu
Pule Sili
3.8 PULEGA: Iulai 2012 – Iuni 2013





Pativaine Petaia – Tevita
Dwayne Bentley
Mativa Imo
Christina Leala-Gale
Pule Sili
Pule : Vaega o Tupe & Auaunaga Lautele
Pule : Vaega o Maketi & Faalauiloa
Pule : Vaega o Suesuega & Faamaumauga
Pule : Vaega o Fuafuaga & Atinae
7
3.9 AUIVI O LE FAALAPOTOPOTOGA
Minister
Board of Directors
Chief Execuive
Officer
Policy Advice (8)
Manager Marketing
& Promotions
Vice Consul Tourism
NZ Office
Principal Marketing &
Promotions Officer
Miss Samoa
Senior Marketing &
Promotions Officers
(2)
Manager Planning &
Development
Principal Planning &
Development Officer
(1)
Manager Research &
Statistics
Principal Training &
Education Officer (1)
Principal Research &
Statistics Officer
Manager Finance &
Corporate Services
Principal Human
Resources Officer
Principal Finance
officer
NZ Rep Assistant
Senior Planning &
Development
Officers (2)
Senior Research &
Statistics Officer
Senior Accounts
Officer
HR Assistant
Planning &
Development
Officers (2)
Marketing &
Promotions Officers
(2)
Research & Statistics
Officer
Receptionist/ Admin
Officer
Accounts Officers (2)
Night Watchman (4)
NBC Staff (7)
Marketing Support
Officers (4)
8
General Assistant
Drivers (4)
4.0 VAEGA O MAKETI MA FA’ALAUILOA
Faatomuaga
O le Vaega o Maketi ma Faalauiloa sa faatinoina galuega e patino i le faatupulaia o le silafia
ma una’ia le fia malaga tafafao maimoa mai o i latou mai i maketi filifilia. O nei galuega e aofia
ai Faalauiloa Tu’usao (Direct Marketing), Faalauiloa Faipaaga ma Kamupani o lo o feagai ma
le tuufaatasia ma le faatauina o auaunaga tau tagata tafafao maimoa (Travel Trade Activity),
Faalauiloa Faipaaga ma Tusitala mai Maketi i Fafo (International Media and Public Relations),
Faaaliga ma Fonotaga (Events & Meetings) ma Faalauiloa Faipaaga ma Kamupani Ese’ese
(Partnerships).
O faiga faatauvaga (competition) ma isi atu motu o le Pasefika i Saute, atina’e ma le
faatupula’ia o faigamalaga a vaalele ma fesuiaiga ese’ese i totonu o maketi filifilia e aofia ai
ma fesuiaiga o manatu ma lagona o tagata mai nei maketi o lo o avea pea ma aafiaga i a
latou filifiliga e malaga tafafao.
Sa tatalaina ma amatalia malaga faaopoopo a vaalele mai Aukilani e agai atu i atunu’u e i le
Teropika (Tropical Destinations). Ua maitauina ai le tele o le atina’eina o femalagaa’iga i le va o
Aukilani ma Honolulu faatasi ai ma le taugofie o pasese ma oloa, ua mao’ae ai le siitia o le
fuainumera o e fia malaga tafafao atu i Hawaii mai Niu Sila. Sa toe amatalia foi faigamalaga
tu’usa’o mai Aukilani i Bali ma ua toatele foi nisi ua fia malaga tafafao atu iai.
O le faamanatuina o le 50 tausaga o le sisiina o le tagavai o le Malo Tuto’atasi o Samoa ia Iuni
na molimauina ai le siitia maualuga o le numera o e malaga mai i Samoa. Ae o le afaina ai o
Samoa i le afa malosi o Evan i le masina o Tesema na matua faaleagaina ai le tele o auaunaga
tau tagata tafafao maimoa e aofia ai ma le faletalimalo lauiloa o le Aggie Grey’s Hotel &
Bungalows.
Sa ave pea le faamuamua a le Pulega i maketi filifilia o Niu Sila ma Ausetalia, lea e sili atu i le
60% o le aofai o tagata tafafao maimoa mai i Samoa o lo o malaga mai ai. Sa faaauauina pea
galuega faalauiloa faapitoa i totonu o Peretania/Europa, Amerika i Matu (North America),
Amerika Samoa ma isi maketi.
O le Vaega lenei o Maketi ma Faalauiloa o loo vaaia e le faauluuluga o le vaega, ma e aofia ai
ma le aufaigaluega e faamautu i Ie Ofisa autu i Samoa nei ma sui o le Ofisa i maketi filifilia e
aofia ai Niu Sila, Ausetalia ma Peretania.
4.1 FAALAUILOA TU’USAO (Direct Marketing)
4.1.1 Faasalalauga Fa’alauiloa (Advertising)
O lenei vaega e aofia ai (lomiga, upega tafailagi, televise, leitio) faasalalauga faalauiloa a le
ofisa e agai i tagata lautele ma kamupani o lo o tuufaatasia ma faatauina auaunaga tau
Tagata Tafafao Maimoa. O nei faasalalauga o lo o faalauiloa ai Samoa ma o lo o limataitaiina
e faiga faavae tau faalauiloa a le Pulega. O le tele o nei faasalalauga sa faia i maketi autu o
Niu Sila ma Ausetalia.
9
Faalauiloa Tu’usao (Direct Marketing Campaigns)
Maketi
Aofai Faamatalaga
Niu Sila
94
Televise, nusipepa, mekasini, upega o faamatalaga, leitio ma
faasalalauga i nofoaga faitele
Ausetalia
120
Nusipepa, mekasini, upega o faamatalaga ma leitio
Amerika Samoa
52
Nusipepa ma leitio
Peretania/Europa
11
Lomiga ese’ese ma le upega o faamatalaga
Saina
4
Upega o faamatalaga
Isi maketi
3
Lomiga ese’ese
O faasalalauga faalauiloa i nei auala masani o lo o faamanino ai vaega ese’ese e lauiloa ai
Samoa ma o lo o tuuina ai ma ni faatosina faapea ma numera a kamupani malaga (price
points and travel agent contacts) ina ia una’ia ai le feso’otai ane o tagata mo avanoa e
malaga tafafao mai ai i Samoa.
I maketi faapitoa (niche markets), na faia nei faalauiloa e faatatau mo tafaoga pupuu ma le
filemu (soft adventure), taaloga, fonotaga ma faaaliga (MICE) faapea ai meli (cruising). Sa
tuuina ai foi ma numera ma imeli a ofisa malaga o lo o galulue so’oso’otauau ma le Pulega
(call-to-action)
4.1.2 Metotia ma Faalauiloa (Promotional Materials)
Na tapenaina e le Pulega ni tusi faalauiloa (brochures) o lo o lomia ai faamatalaga e faatatau
ia Samoa, o tafaoga mao’ae (adventure/outdoor), o faaipoipoga, o kamupani e tuufaatasia
ma faatauina auaunaga tau Tagata Tafafao Maimoa (trade presenters), o ato faalauiloa (carry
bags) ua lolomiina ai le igoa o Samoa ma le tuatusi a le Pulega, faapea ma ata faalauiloa
(posters, banners & DVDs) o Samoa. O nei lomiga na tufatufaina mo tagata lautele ma
kamupani e tuufaatasia ma faatauina auaunaga tau tagata tafafao maimoa. Sa faapea foi
ona tapenaina e le Pulega ni tusi faalauiloa i le gagana Fa’aSaina ma le Fa’aKorea (mo le Expo
2012 Yeosu).
4.1.3 Upega Tafailagi (Website Development)
4.1.3.1 Samoa.travel
O le upega tafailagi o le samoa.travel o lo o telē pea lona taua i le faalauiloaina lea o Samoa,
aemaise le tuuina atu lea o faamatalaga i tagata lautele. Ina ua mae’a ona toe au’ili’ilia ma
faaleleia atili I le tausaga 2011-2012, sa una’ia loa le fa’aleleia o faamatalaga ese’ese (content)
ia Samoa o lo o faasalalauina ai. Ua faateleina foi le maketiina ina ia avea ma upega tafailagi
numera tasi i le lisi a le upega tafailagi tetele o le lalolagi e pei o le Google.
Samoa.travel - Lipoti o le aofai o tagata na matamata i le Upega Tafailagi ma ona vaega
eseese
(Google Analytics Report) 2012-2013
Maimoaina o
Itulau o le Upega
2012-2013
2011-2012
Suiga
Itulau (Page)
352,617
331,606
6%
Itulau
Muamua o le
10
Aofaiga o Asiasiga I
Itulau o le Upega
Tafailagi (Pageviews)
225,915
Tafailagi (Visits)
Itulau Maimoaina
e Tagata Asiasi I
luga o Upega
Tafailagi (Unique
Visitors)
Upega
Tafailagi
(Homepage)
259,345
247,000
5%
1,799,915
1,916,205
6%
Itulau na
maimoaina e le
tagata e toatasi
(Pages/visit)
5.10
5.78
12%
Taimi na maimoa
ai i itulau i luga o
le Upega
Tafailagi (Avg
Time on Site)
4.29
4.49
4%
Aofai o Tagata
na Maimoaina
Itulau eseese
(Pageviews)
11
Itulau o
Mata’aga
(Sightseeing)
Itulau o
Mata’aga/To
Sua
(Sightseeing/T
o-sua-oceantrench)
Itulau o
Faletalimalo
Tetele
(Accommodat
ion/Deluxe)
Itulau o Fale
Apitaga Tu
Matafaga
(Accommodat
ion/Beach
Fales)
Itulau o
Faletalimalo
(Accommodat
ion)
Itulau o le
Faafanua o
Samoa (Map)
Itulau o
Faletalimalo
Laiti
(Accommodat
ion/Budget)
Itulau o
Auaunaga ua
tuufaatasia
tau Tagata
Tafafao
Maimoa
(Packagesdeals/Samoa)
Itulau o
Faletalimalo
Feololo
(Accommodat
ion/Standard)
52,574
36,298
35,757
29,871
28,080
26,359
25,638
24,498
24,455
E 6% pe 350,000 le faitau ua si’itia ai le aofai o i latou na asia le upega tafailagi i lenei tausaga
ma o le toatele o i latou nei o tagata i totonu o Niu Sila, Ausetalia ma Amerika. O itulau na sili
ona maimoaina e tagata, o le itulau muamua o le upega tafailagi (homepage), itulau o
mata’aga (Sightseeing) ma le itulau o Faletalimalo ma Apitaga (Accommodation).
Auala o Fesootaiga o loo asia ai Upega Tafailagi (Traffic
Sources)
Auala o Fesootaiga (Source)
Asiasiga i Luga
o Upega
Tafailagi
(Visits)
Google / organic
Tuusa’o (Direct)
Stuff.co.nz / Faasinoina mai isi Upega
Tafailagi (referral)
Google.com / Faasinoina mai isi Upega
Bing / organic
Google.co.nz / Faasinoina mai isi Upega
Yahoo / organic
Facebook.com / Faasinoina mai isi Upega
Search / organic
202,093
52,877
10,568
Asiasiga e fua i luga o Atunuu o
loo Aumau ai ( Visits by Country
of Origin)
Atunuu
Asiasiga i Vaega
Luga o
Asiasi
Upega
mai
Tafailagi
Atunuu
(Visits)
Taitasi
(Share)
Niu Sila
103,510
29%
Ausetalia
74,347
21%
Amerika
62,434
18%
9,504
8,372
Samoa
Peretania
13,255
12,069
4%
3%
6,014
5,142
Siamani
Kanata
8,383
7,662
2%
2%
4,742
4,101
Italia
Initia
7,179
4,110
2%
1%
I lona aotelega o le tele lava o tagata na maimoaina le upega tafailagi mai vaega ua taua o
Search Engines (aemaise lava le Google, Bing ma le Yahoo). O le isi vaega e soosoo ane e
aofia ai sootaga ma isi upega tafailagi. O le tele o nei vaega e aofia ai le Stuff NZ ma le
Google.
4.1.3.2 Samoa Direct
O le Samoa Direct o le auaunaga lea e faamautuina ai avanoa i faletalimalo ma sa mua’i
faalauiloaina i le tausaga 2009-2010. O lenei auaunaga na faatuina e fesoasoani i le tufatufaina
ma le faafaigofieina o auaunaga tau faletalimalo mo tagata lautele.
O lenei foi auaunaga ua lisiina ai na o apitaga/faletalimalo ua faamalieina tapulaa mo
apitaga/faletalimalo (Accommodation Standards) e pei ona faatatia e le Pulega. Ua avea foi
ma auala e feso’otai ai ma le Samoa Direct aua le faamautuina o avanoa i faletalimalo o lo o
faalauiloaina i faasalalauga i totonu o maketi filifilia.
12
O le auai o apitaga/faletalimalo i le Samoa Direct e le faamalosia. O lalo ifo o lo o faamanino
mai ai le aofai o apitaga/faletalimalo ua auai.
Faletalimalo ua aofia i le Samoa Direct (Samoa Direct Operators)
2012-2013
2011-2012
Tulaga (Category)
Aofai Tulaga (Category)
Faletalimalo Tetele - Deluxe
3
Faletalimalo Tetele - Deluxe
Faletalimalo Feololo - Superior
Faletalimalo Feololo - Superior Standard
8
Standard
Faletalimalo i le Vaega
Faletalimalo i le Vaega Ogatotonu - Standard
19
Ogatotonu - Standard
Faletalimalo Laiti - Budget
18
Faletalimalo Laiti - Budget
Fale Apitaga Tu Matafaga Fale Apitaga Tu Matafaga - Beach Fale
6
Beach Fale
Aofai
5
10
20
16
6
4.2 FAALAUILOA FAIPAAGA MA KAMUPANI O LOO TUUFAATASIA MA FAATAUINA AUAUNAGA
TAGATA TAFAFAO MAIMOA (Travel Trade Activity)
4.2.1 Faalauiloa Faipa’aga (Joint Marketing Campaigns)
E tele galuega faalauiloa faipaaga sa galulue so’oso’otauau ai le Pulega ma kamupani e
tuufaatasia ma faatauina auaunaga tau tagata tafafao maimoa i lenei tausaga. O nei
galuega e aofia ai le tufatufaina i auala faalauiloa eseese a nei kamupani e aofia ai lomiga,
upega tagailagi ma televise. O nei galuega faalauiloa faipaaga sa faalauiloa foi i totonu lava o
le li’o po o pa’aga a nei kamupani.
Faalauiloa Faipa’aga (Joint Marketing Campaigns)
Niu Sila
23
Faalauiloa I le TV, nusipepa, mekasini,
upega o faamatalaga ma leitio
Ausetalia
15
nusipepa, mekasini, upega o
faamatalaga ma leitio
Peretania/Europa
10
Lomiga ese’ese ma upega o
faamatalaga
Amerika i Matu (USA)
1
upega o faamatalaga
O le faatupeina o nei galuega faalauiloa faipaaga sa totogiina e le Pulega ma kamupani e
tuufaatasia ma faatauina auaunaga tau tagata tafafao maimoa ma e taugofie foi.
4.2.2 Polokalame Faamasani a sui o loo Tuufaatasia, Faatau atu ma Faalauiloaina
Auaunaga tau Tagata Tafafao Maimoa (Trade Familiarisations)
O lenei polokalame e aofia ai le talimalo o le Pulega ma faletalimalo ese’ese i sui o kamupani
tetele e tuufaatasia ma faatauina auaunaga tau tagata tafafao maimoa. O le faamoemoe,
ina ia a’oa’oina ai i latou ma maua le avanoa e asia ai faletalimalo ma mata’aga ese’ese.
Ua lisiina i lalo nei asiasiga (familiarisations) sa talimalo ai le Pulega ma faletalimalo ese’ese i
lenei tausaga. E ao ona silafia, o nisi o taimi e galulue so’oso’otauau lava nei kamupani ma
faletalimalo ese’ese e aunoa ma le fesoasoani a le Pulega.
13
Polokalame Faamasani a Sui o loo Tuufatasia, Faatau atu ma Faalauiloaina Auaunaga tau
Tagata Tafafao Maimoa (Trade Familiarisations)
World Travellers, Dive Fish and Snow, GO Holidays, House of Travel,
Niu Sila
6
Flight Centre, VFR Agents
Travel Managers, Wotif, Expedia, Trade Travel, Creative Holidays (2),
Ausetalia
9
Omniche, Fishing Getaways, Trade Travel
Peretania/Europa
America i Matu
3
1
Latamerica Biz, Travel Counsellor, Benecke Reisen
Hawaiian Airlines Group
O le masina o Mati sa faia ai le polokalame o le Samoa Tourism Exchange lea e aofia ai ma le
Fa'a Samoa Roadshow. Sa auai sui mai kamupani o loo faalauiloaina Samoa i atunuu i fafo. O
nei sui sa malaga mai i Ausetalia, Niu Sila ma Peretania/Europa ma sa faatautaia ni fonotaga
ma sui o faletalimalo ma isi auaunaga faapea i Samoa nei. Sa faatautaia foi asiasga i
faletalimalo ma mata’aga ese’ese.
Samoa Tourism Exchange
Niu Sila
8
Ausetalia
12
Peretania/Europa
7
Infinity/Flight Centre, First Light Travel, Lifestyle Holidays, GO
Holidays, House of Travel, Island Holidays, Outdoor NZ and AOT
Blue Holidays, Booking.com, Coral Seas, Expedia, Fishing
Getaways, Flight Centre Global Product, Nomads, Samoa
Escapes, Travelzoo Australia, Virgin Australia, Club Marine
Magazine, Traveltalk Magazine
Austravel UK, Aussie Tours Belgium, STA Travel, Polynesia Tours,
Tischler Reisen, Horzont Reisewelt, Boomerang Reisen.
4.2.3 Aoaoga mo Sui o loo Faamautuina Avanoa I Vaalele, Faletalimalo ma isi
Auaunaga (Agent Training)
Sa faatautaia foi aoaoaga e sui o le Pulega o loo i maketi i fafo mo i latou o loo faamautuina
avanoa i vaalele, faletalimalo ma isi auaunaga, aua lava le Faamoemoe autu o le saga
faatuputupulaia pea o le malamalama ma le silafia o sui nei (Travel Agents) ia Samoa ma
auauanaga tau tagata tafafao maimoa o loo iai, aua o i latou nei o loo faasoa atu ia
faamatalaga ma faamautia avanoa i vaalele mo tagata femalagaai o loo fia asiasi mai i
Samoa.
Aoaoga i Totonu o Maketi Filifilia
Maketi
Aoaoga Sui
Auai
Niu Sila
99
465
Ausetalia
23
439
Peretania/Aialani
10
416
Faamatalaga
Faasoaina o faamatalaga ma sui taito’atasi ma
Travel Agents (In-person) faapea on aofia ai le
Samoa Tourism Roadshow i Aukilani lea sa
faatautaia ia Iuni.
Faasoaina o faamatalaga ma sui taito’atasi mai
Travel Agents (In-person), faapea ai ma le tuuina
atu o faamatalaga i luga o fesootaiga faaonaponei
(online)
Travel Agents (In-person), faapea ai ma le tuuina
atu o faamatalaga i luga o fesootaiga
faaonaponei. Sa aofia ai foi ma le TTG Roadshow
14
Amerika
Matu/Kanata
i
Asia/Saina
5
275
1
15
ma le South Pacific European Roadshow 2013 i ia
faalauiloa.
Travel Agents (In-person) i le Sunsational South
Pacific 2012 Roadshow.
Travel Agents (In-person). O lenei aoaoga sa
galulue faatasi ai le ofisa o le South Pacific Tourism
Organization ma ofisa o Tagata Tafafao Maimoa
mai atunuu o le Pasefika e aofia ai ma Samoa i lalo
o le polokalame faalauiloa ua tāua o le South
Pacific Specialist Programme. O lenei polokalame
faalauiloa sa faia ae lei faia leisi faaliga faalauiloa o
le CITM 2013.
4.2.4 Kamupani o loo Tuufaatasia ma Faatauina Auaunaga tau Tagata Tafafao
Maimoa a Samoa o loo Galulue Faatasi ma le Pulega
Lisi o Kamupani o loo Tuufaatasia ma Faatauina Auaunaga tau Tagata Tafafao Maimoa o
loo Galulue Faatasi ma le Pulega (Tour Operators with Samoa Programme)
Niu Sila
11
Ausetalia
20
Peretania
/Europa
17
47
Amerika
Matu
i
7
Outdoor NZ, Edventuretours, Island Holidays, Lifestyle Holidays, Blue
Holidays, Air New Zealand Holidays/AOT, GO Holidays, House of
Travel, Infinity/Flight Centre, Mondo/Travel Managers, STA Travel,
Our Pacific
Holiday Specialists, Creative Holidays, Coral Seas/Adventure World,
Flight Centre, Viva! Holidays, Travelscene, Island Escapes, Blue
Holidays, Qantas Holidays, Trade Travel, Expedia, Wotif, GTA,
Harvey’s Choice, Pinpoint, Travel Managers, YHA/Student Flights,
Free2Travel, World Surfaris, OMNICHE (Spacifica)
Travel Nation, GAP Travel, Dialaflight, All Ways, Tailor Made,
Transpacific Holidays, Audley Travel, Austravel, Travelbag, Travel 2,
Tailor Made Travel, Jetset Holidays, Destinology, Turquoise Holidays,
Gullivers Tours, Cox & Kings, Tropical Sky
Germany (26), Netherlands (5), Switzerland (4), Denmark (1),
Belgium (1), Norway (2), Austria (3), Italy (1), France (2), Czech (1),
Sweden (1)
Goway, Air New Zealand Vacations, Pacificislands.com,
Springboard Vacations, McCoy Custom Travel, Sunspots
International, South Seas Adventures,
4.3 FAALAUILOA FAIPAAGA MA TUSITALA MAI MAKETI I FAFO (International Media & Public
Relations)
4.3.1 Polokalame o Asiasiga a Tusitala
O loo maitauina pea e le Pulega le tula’i mai o Polokalame o Asiasiga a Tusitala o se tasi auala
e taugofie ma maualuga le tulaga o loo faalauiloa ai Samoa i atunuu i fafo. O le faimalaga
mai o tusitala ua mafai ai ona ausia se vaega maualuga i galuega faalauiloa aua lava le nofo
silafia o tagata lautele i totonu o maketi filifilia e uiga ia Samoa ma lona matagofie. O lenei
polokalame e aofia ai le taliaina o sui faasalalau ua filifilia e le Pulega. Mai nei polokalame
faalauiloa ma tusitala mai maketi i fafo, sa mafai ai ona tusia ni faamatalaga e uiga ia Samoa
15
ma ana auaunaga tau tagata tafafao maimoa i nusipepa e patino i mataupu tau femalagaiga
(travel newspapers), mekasini e patino i mataupu tau femalagaina (travel magazines). O nei
faamatalaga ma foliga vaaia o Samoa o loo faasalalauina i maketi filifilia ma nisi nofoaga o loo
mafai ona oo atu ai nei faasalaulauga e ala mai i tusitusiga a nei tusitala.
O asiasiga a tusitala ua mafai ona faataunuuina ona o le lagolagosua a le mamalu o le atunuu
o lo’o pulea faletalimalo ma mata’aga ma isi auaunaga tau tagata tafafao maimoa e pei ona
tāua i lalo. Mo le silfia, e iai nisi o tusitala sa faimalaga muamua mai ae sa toe filifilia e le Pulega
e toe malaga mai e tusia nisi faamatalaga e uiga ia Samoa i le totonu o le tausaga e tasi, ma
tusia ai nisi tusitusiga fou e faatatau ia Samoa.
Asiasiga a Kamupani Faasalalau (Media Visits)
Maketi
Aofaiga
Nusipepa ma Mekasini sa Faasalalau ai
o Tusitala
Niu Sila
17
Fishing News, NZ Herald, Travel Today, Sunday News, Pacific Radio
Network, MAI FM, Tagata Pasefika, IAMTV, Zoomslide, Gone
Fishing, Travelinc/Meeting, IslandTime Magazine, Let’s Travel
Magazine, Sunday Star Times, Australian Woman’s Weekly (NZ
Edition)
Ausetalia
22
Cruise Passenger, Traveltalk, DNA, Escape, Australia Network, Get
Lost, Golf Vacations, Strikeforce/Big Fish Small Boats, BlueWater,
NRL, Weekend Sunrise, Holiday Fun Travel TV, Get up & Go!, Rip
Tide Magazine, Sun Herald, Luxury Traveller, The Global Goddess,
Radio 2UE, International Herald Tribune, NY Times, Club Marine,
World Surfaris
Peretania
6
TNT UK, The Independent, 360 Grad Neuseeland, Het Nieuwsblad,
/Europa
Die Welt, Die Welt am Sonntag, Berliner Morgenpost,
Cosmopolitan, The Sun
Asia/Korea
1
Tour De Monde
4.3.2 Tusitusiga ma Auala na Faasalalau ai (Generated Articles & Estimated Circulation)
Tusitusiga ma Auala na Faasalalau ai (Articles/Features Generated)
Maketi
Aofaiga o Tusitusiga Auala na Faasalalau Ai
Niu Sila
39
Nusipepa/Mekasini, TV, Upega o
Faamatalaga
Ausetalia
145
Faamatalaga
Peretania/Europa
54
Faamatalaga
Asia/Korea
2
Faamatalaga
16
4.3.3 Pepa o Faamatalaga (Press Releases)
O pepa o faamatalaga o se tasi lea o auala taua ma o loo faaogaina e le Pulega mo ana
galuega faalauiloa i maketi filifiliao ma Samoa nei ma o se aotelega lenei o ia galuega:
Pepa o Faamatalaga (Press Releases)
Maketi
Niu Sila
Ausetalia
Peretania/Aialani
Aofaiga
21
43
7
4.4 FAAALIGA MA FONOTAGA (Events and Meetings)
4.4.1 Faaaliga Tau Fefaatauaiga (Trade/Consumer Shows)
O faaaliga o fefaatauaiga ma tagata faatau faapea tagata lautele o lo’o faaauauina pea. O
ia faaaliga o loo iai avanoa taua mo fesili ma tali mai sui auai. O lo’o faia foi ma fefaatauaiga
ma fesootaiga ma sui autu o fefaatauaiga tau femalagaiga ina ia maua ai pea se mafutaga
va-va-lalata aua lava le faalauiloaina o Samoa i atunuu ma maketi autu i fafo.
O se aotelega la lenei o faaaliga tau fefaatauaiga sa faia ma sa auai ai foi sui o le Pulega:
Faaaliga Tau Fefaatauaiiga (Trade/Consumer Shows)
Niu Sila
10 Flight Centre Expo (Auckland); Invest Samoa Conference
(Auckland); House of Travel Expo (Christchurch); PAICE (Auckland);
Flight Centre Expo (Christchurch, Wellington, Auckland); House of
Travel Expo (Christchurch); Samoa Tourism Exchange (Apia); House
of Travel Expo (Hamilton)
Ausetalia
16 Treasures of the South Pacific (Rockhampton & Mackay); Travel
Expo: Arc @ UNSW (Sydney); Sunshine Coast Expo with Trade Travel;
Adventure Travel Expo (Sydney); AIME, (Melbourne); Flight Centre
(Syd/Melb/Brisbane); Adventure & Backpacker Expo (Melbourne);
Adventure Travel Expo/Holiday & Travel Show-Mega Travel Show
(Brisbane); Samoa Tourism Exchange (Apia); Treasures of the South
Pacific (Frankston, Geelong, Wollongong and Dee Why).
Peretania/Europa 12 Association of Cruise Experts Columbus Day; Taste PATA (London &
Glasgow); Rutland Birdfair; PATA Exchange Manchester; World Travel
Market; Aussie Tours Expo; South Pacific European Roadshow; ITB,
PATA Exchange, Unite Pacific; Samoa Tourism Exchange (Apia)
Amerika i Matu
2 Sunsational South Pacific (Edmonton, Calgary, Kelowna, Vancouver,
Langley); Seatrade Cruise Shipping Miami;
Saina
1 China International Travel Mart (Shanghai)
Fiti
Korea
1
1
Bula FijiTourism Exchange (Port Denarau)
EXPO 2012 Yeosu
17
4.5 FAALAUILOA FAIPAAGA MA KAMUPANI ESEESE (Partnerships)
O loo galulue faapa’aga foi le Pulega ma pisinisi e le o aafia i itu tau femalagaiga ina ia saga
faatuputupulaia ai pea avanoa e mafai ona faalauiloa ai Samoa i maketi ua filifilia e le Pulega.
Faalauiloa Faipaaga (Joint Marketing Campaigns)
Maketi
Aofai
Faamatalaga
Niu Sila
1
Peretania/Aialani
3
Fonotaga sa faia i Aukilani Niu Sila – e taua o le Invest Samoa
Conference, ma sa galulue faipaaga ai ma le Samoa Trade
Commission i Aukilani.
Galulue faipaaga ma le tama’itai sifi kuka lauiloa o Monica
Galetti e ala lea i le avea ai o ia ma Amapasa e faalauiloaina
Samoa i le maketi filifilia o Peretania/Aialani e ala atu lea I lana
tusi kuka sa tusia e aofia ai ma meaai Samoa. Sa mafai on auai
le tamai’tai o Monica i le Faaaliga Tau Fefaatauaiga o le World
Travel Mart i Lonetona (Novema, 2012) PATA , ma le Olympic
Pacific Village. Sa mafai foi ona asiasi mai Monica i Samoa nei e
faalauiloa ai lana tusi kuka i le masina o Ianuari 2013.
Galulue faipaaga ma le Cobham Rugby Club ma le Samoa
Rugby Union mo tapenaga mo le Taamilosaga Lakapi mo le Ipu
o le Lalolagi i Egelagi i le 2015
Galulue faatasi ma le Samoa Rugby League i faalauiloa i
Peretania mo le Taamilosaga Lakapi Liki mo le Ipu o le Lalolagi
2013.
5.0 VAEGA O FUAFUAGA MA ATINAE
Faatomuaga
O le vaega o Fuafuaga ma Atina'e e nafa ma matafaioi nei a le Pulega:
1. Faiga faavae ma fuafuaga mo le alamanuia o tagata asiasi maimoa
2. Faafoeina o polokalame faaleaoaoga mo le atinaeina o tomai ma agavaa o tagata
faigaluega
3. Faaleleia o tulaga i atinae, auaunaga ma galuega tetele
4. Siitia o tulaga i pisinisi ma atinae tetele
5. Galuega o loo taimua ai le vaega o Fuafuaga ma Atinae i lalo o le Polokalame
Fesoasoani Faapitoa a Niu Sila faapea le
6. Faafoeina o polokalame mo le tali atu i aafiaga o le atinae o tagata asiasi maimoa ona
o fesuiaiga o le tau
E to'a fitu (7) le aofai o le aufaigaluega sa galulue i lalo o le Vaega o Fuafuaga ma Atinae i le
tausaga nei e aofia ai ma le faauluuluga o le vaega. E to'a fitu (7) foi le aufaigaluega lagolago
sa galulue i lalo o le Komiti mo le Faamatagofieina o Samoa. E to'a tolu (3) i latou e tauala mai i
polokalame fesoasoani a le Malo o Ausetalia o loo ofofuaina mai la latou auaunaga, sa
fesoasoani mai i lenei tausaga e faatinoina polokalame eseese sa talosagaina ai e le Pulega.
Sa faaauau foi galuega a le Ofisa Sinia o loo nafa ma poloketi mo le tali atu i aafiaga o le
alamanuia i fesuiaiga o le tau mai lalo o le vaega i lenei tausaga. O le sini autu a le Vaega o
Fuafuaga ma Atinae o le mataituina lelei o le ausia o ni auaunaga tulaga maualuluga ma
talafeagai mo le faalauiloaina aua le faamalieina atoatoa o a tatou malo asiasi mai.
18
5.1 FAIGA FAAVAE MA FUAFUAGA MO LE ALAMANUIA O TAGATA ASIASI MAIMOA
5.1.1 Fuafuaga mo le atinae o tagata asiasi maimoa 2009-2013
Talu ai o le tausaga mulimuli lenei ua faatulagaina mo le Fuafuaga mo le atinae o tagata asiasi
maimoa 2009-2013, o polokalame faatino e aofia ai le faamaeaina o galuega mo le tausaga
mulimuli, o le iloiloga o galuega ua ausia i le lima tausaga ua mavae faapea tapenaga o le
fuafuaga mo le isi lima tausaga o i luma. Sa faaauauina pea galuega mo le tausaga faaiu a
vaega taitasi i lalo o le taitaiiga a le Pulega ma tuuina atu le lagolagosua i le konesale o loo
fesoasoani i le tapenaina o le fuafuaga fou mo le alamanuia. O loo auiliili atu i lipoti a vaega
taitasi i totonu o lenei lipoti le tulaga sa iai le faatinoga o galuega o lenei tausaga lea sa galulue
faatasi ai le Pulega ma ana paaga eseese. O lo o matauina pea le ogatasi ai o galuega
faatino ma fuafuaga sa iai e ui ina tele faafitauli e aofia ai ma tulaga tau tupe sa feagai ma le
Pulega i le faafoeina o galuega sa fuafuina.
Na mafai ona faaaogaina e le Pulega se vaega o le tupe sa fuafuaina mo le faatupeina o le
Iloiloga o galuega na ausia, mo le faatinoina o isi galuega taua ina ua faamautuina le
faatupeina o le iloiloga i lalo o le Polokalame Fesoasoani Faapitoa a le Malo o Niu Sila (STSP).
Ina ua tu lata i le faaiuga o le tausaga, ua maea faatulagaina polokalame mo le faatalanoaina
o le iloiloga faapea le fuafuaga fou. O lenei galuega o lo o taimua ai le konesale e pei ona
taua muamua ma e faamoemoe le Pulega o le a faamaeaina lenei galuega taua i le masina o
Tesema 2013.
5.1.2 Taiala a le alamanuia o tagata asiasi maimoa mo le tali atu i aafiaga o fesuiaiga
o le tau
E le toe tau faamatalaina le tulaga manino ua iai aafiaga o le alamanuia o tagata asiasi
maimoa ona o fesuiaiga o le tau. E moni fesuiaiga o le tau ma ua faamaonia foi ona aafiaga.
O le faalauiloaina ai o lenei taiala i le kuata muamua o le tausaga e tauala mai i le polokalame
fesoasoani a le Malo o Ausetalia o se tulaga maoa'e lea ua ausia. O le mea moni, e le mafai
ona faataunuuina lenei faamoemoe pe ana le iai le lagolagosua a paaga uma a le alamanuia
e amata mai i le aufaipisinisi, afioaga, o paaga o loo fesoasoani mai fafo faapea lo tatou Malo.
Ua maea foi ona faaliliuina lenei taiala i le gagana Samoa i le naunautaiga ina ia silafia e
tagata uma i le alamanuia aafiaga ogaoga ua fotuai mai faapea ni metotia e mafai ai ona tali
atu atu ai i nei aafiaga ona o fesuiaiga o le tau.
O lenei taiala o le a limataitaiina ai taumafaiga a le alamanuia e foia nei faafitauli i le isi lima
tausaga o i luma. O le a taimua le aufaigaluega o lo o faafoeina nei polokalame faapea le
Pulega i galuega e foia ai nei faafitauli ua aafia nai o tatou atumotu laiti.
5.2 FAAFOEINA O POLOKALAME FAALEAOAOGA MO LE ATINAEINA O TOMAI MA AGAVAA O
TAGATA FAIGALUEGA
5.2.1 Polokalame Faaleaoaoga
Sa faaauauina polokalame faaleaoaoga mo le faasaoina o le soifua o tagata i le sami ma
vaitaele mai le masina o Iulai seia oo atu i le masina o Setema i nofoaga eseese e ono (6) i
Upolu ma Savaii. Mai nei aoaoga, na filifilia mai ai i latou ua maualuga le taumafai mo se
polokalame faapitoa e tapena ai mo le isi laasaga i luga atu faapea le tauvaga lona lua e
sailia ai le siamupini o tauvaga aau ua atofaina mo le amataga o le tausaga 2013. Na faaiuina
le tausaga lua o lenei polokalame faaleaoaoga i ni polokalame faapitoa e aofia ai tauvaga
19
ma taaloga e unaia ai le saogalemu i le sami ma vaitaele lea na faia mo Upolu ma Savaii. Na
matauina le faatumulia o nei polokalame lea sa faatinoina i Lalomanu mo Upolu ma Vaisala mo
le motu tele i Salafai.
Na amata aloaia le tausaga tolu o le polokalame faaleaoaoga lava lenei i le masina o Me 2013
ina ua taunuu mai le alii faiaoga. E ui ina sa toe faamaamulu le faiaoga lona lua a'o le'i
amataina le polokalame, e lei avea lea ma mafuaaga e faavaivai ai le vaega i le faatinoina o
galuega fuafuaina mo lenei tausaga. O faailoga ausia mai lenei polokalame o le a mafai ona
agavaa ai i latou o le a faamanuiaina mo faailoga ua faatulagaina mo i latou e galulue i le
mataituina o le saogalemu o tagata i matafaga i totonu o Ausetalia.
Talu ai o le tausaga mulimuli lenei o le polokalame faapitoa lenei a le Malo o Ausetalia mo le
faatinoina o nei aoaoga, o le isi vaega taua o le galuega a le faiaoga o le fesoasoani lea i le
Pulega e tuufaatasia se fuafuaga maumaututu mo le faaauauina pea o nei ituaiga aoaoga pe
a maea le polokalame. O nisi o faalapotopotoga taua e ono tele so latou sao i lenei
polokalame e aofia ai le vaega mo tagata o loo ofofuaina atu a latou auaunaga i taimi o
faalavelave faafuasei (VERT) faapea le Pulega o Tineimu ma Faalavelave Faafuasei. O le a
faaauau pea le sao o le Pulega mo aoaoga faapitoa mo le alamanuia. Ua iai foi le
faamoemoe o le a faaaogaina i latou ua maea aoaoina ma ua maoae le taumafai i le
faatinoina o aoaoga.
O le amatalia aloaia ai la o galuega o lenei tausaga i lalo o lenei polokalame na faatinoina ai
le tauvaga lona lua e sailia ai le siamupini o le tauvaga aau lea sa faataunuuina i le fale aau i
Tuanaimato. O i latou na tauva na filifilia mai ia i latou na maoae lo latou taumafai i le tausaga
lona lua o le polokalame. O se laasaga fou i le tauvaga lenei na vaaia ai le faia o le Vaega
Laiti (Junior Cateory) e patino mo kalapu ma aoga e aofia ai le aoga o le Le Amosa o Savavau
ma le kalapu a le Tanifa o le Vai. E tele ni faailoga faapitoa na saunia mo i latou na tauva ae o
i laua na faamanuiaina i faailoga aloaia o le tauvaga e aofia ai Andy Masoe, o le na sola ma le
siamupini o le tausaga ua mavae ma o lo o fai ma sui o le Airport Lodge ma le McLean
Electricals i le Vaega Matutua faapea Brandon Schuster mo le Vaega Laiti.
E tele nisi polokalame faaleaoaoga ua maea faatulagaina mo le tausaga faaletupe o lumanai.
Faiaoga o David Guest, Andy (siamupini),
Peter (tu tolu) ma Emily
Siamupini mo le Vaega laiti Brandon Schuster
20
5.2.2 Polokalame Faalauiloa mo le siitia o le tulaga i le silafia o tagata lautele
O le matafaioi a le vaega e tuuina atu polokalame faalauiloa i paaga uma a le alamanuia o se
tasi lea o galuega faaauau a le vaega sa faatinoina pea i lenei tausaga ina ia silafia e tagata
uma galuega, o luitau faapea polokalame taua o loo faatinoina. Talu ai o le tulaga utiuti o
vaega tupe e faaagaga mo nei polokalame, na taumafai le vaega e fuafua tatau
faasalalauga ina ia fesootai ma ogatasi ma polokalame mo le tali atu i fesuiaiga o le tau
faapea taumafaiga mo le faamatagofieina o Samoa mo le faatupeina ma le faamalosia o nei
polokalame.
O nei galuega o loo lagolagoina pea i faasalalauga faavaitaimi a le Pulega o loo faaaogaina
ai le initaneti mo ana paaga e le gata i Samoa nei ae faapea foi atunuu mamao. Sa faaauau
foi le faaaogaina o polokalame faapitoa a Aoga ma Ofisa faapea suesuega a tamaiti aoga e
fesoasoani ai i nei taumafaiga.
5.2.3 Polokalame faaleaoaoga mo le aufaigaluega a le Vaega o Fuafuaga ma Atinae
E le faaitiitia le agaga faafetai o le aufaigaluega mo avanoa na tuuina mai e le Pulega e auai
atu ai i fonotaga ma polokalame faaleaoaoga sa faia i atunuu mamao faapea Samoa nei. O
nei polokalame o loo fesoasoani tele i le atinaeina o le tomai ma agava'a o le aufaigaluega
aua le faatinoina lelei o a latou matafaioi. O loo faamanino atu i lalo nei polokalame mo le
silafia:
Polokalame Faaleaoaoga
Fesoasoani Muamua
Fuafuaga mo le toe fausia o atinae mai
faalavelave faanatura
Fonotaga 16 mo Fuafuaga ma Faiga Faavae
mo le atinae o tagata asiasi maimoa
Fonotaga faa-semina mo le sailia o paaga
faipisinisi mo atinae eseese i Samoa
Fuafuaga mo aafiaga i le siosiomaga mo
atinae o tagata asiasi maimoa
Faatinoina o suesuega a le Malo i le maea ai
o faalavelave faanatura
Fuafuaga o atinae o tagata asiasi maimoa
faanatura
Aoaoga mo Suesuega o Aafiaga o le
Siosiomaga mai atinae
Aoaoga mo le faalauiloaina o atinae e
moomia kamupani e ono faatupeina
Aoaoga mo faamatalaga o tala o le tau,
faapea vaaiga i fesuiaiga o le tau
Taimi
Iulai 2012
Setema 2012
Nofoaga
Apia, Samoa
Lami, Fiti
Novema 2012
Okinawa Iapani
Novema 2012
Aukilani Niu Sila
Tesema 2012
Singapore
Ianuari/Fepuari 2013
Apia, Samoa
Aperila/Iuni 2013
Okinawa Iapani
Me 2013
Apia, Samoa
Me 2013
Nadi, Fiti
Iuni 2013
Apia, Samoa
5.2.4 Polokalame Sikolasipi mo le Iunivesite Aoao o Samoa
Na matauina le siitia o le aofai o avanoa sikolasipi na tuuina atu e le Pulega i lenei tausaga mo i
latou o loo aoaoina mataupu faatalimalo i le vasega o Tusi Pasi ma le Tipiloma i le Iunivesite
Aoao o Samoa. E pei ona silafia o lenei polokalame o loo faatupeina e le Pulega ma o se
taumafaiga a le Malo e fesoasoani atu ai i aiga lima vaivai o loo tulaga lelei le taumafai o
fanau ae o loo avea pea ma faafitauli le le gafatia o pili aoga.
21
O le vaevaeina o nei avanoa sikilasipi ma iuga o taumafaiga a le fanau o loo faailoa atu i lalo:
Polokalame Sikolasipi a le Pulega o Tagata Asiasi Maimoa mo le
Iunivesite Aoao o Samoa - Tausaga Faaleaoaoga 2012
Faailoga Tusi Pasi
Kuka po o le gaseseina o taumafa(3)
Saunia o meaai ma meainu (6)
Auaunaga mo le faamaimoaina o tagata asiasi maimoa
(4)
Galuega talimalo ma le teuina o potu ma faletalimalo (2)
Faailoga Tipiloma
Tausaga 1 (5)
Tausaga (5)
Tulaga ausia
E to’a tolu (3) na pasi ma faauu
E to’a ono (6) na pasi ma faauu
E to’a fa (4) na pasi ma faauu
E to’a lua (2) na pasi ma faauu
E to’a lima (5) na pasi ma faauu
E to’a lima (5) na pasi ma faauu
5.3 FAALELEIA O TULAGA I ATINAE, AUAUNAGA MA GALUEGA TETELE
5.3.1 Polokalame mo le toe fausia o atinae na faaleagaina i le afa o Eveni (TCRP)
I le maea ai o le tulaga pagatia sa feagai ma le atunuu i le afa o Eveni i le masina o Tesema
2012, na toe faatulagaina ai galuega a le Pulega ina ia ave le faamuamua i le toe faaleleia o
pisinisi i totonu o le alamanuia na tele aafiaga mai le afa. Na faatinoina se suesuega
faanatinati ina ua maea le afa lea na fesoasoani mai ai le Faalapotopotoga o Faletalimalo i
Samoa po o le SHA ina ia tuufaatasia se lipoti o meatotino ua faaleagaina mo le tuuina atu i le
Malo. O le masina o Ianuari na toe amataina ai se suesuega auiliili na taitaia e le kamupani
konesale a le KVA ma le PLT ae lagolagosua iai le Pulega ma le SHA ma sa faatupeina lenei
faamoemoe e le Malo o Niu Sila. O lenei galuega na fesoasoani tele i le tuufaatasia ai o ni
alafua e faavae ai le polokalame fesoasoani faapitoa a Niu Sila mo le alamanuia.
O le masina o Mati i lona aso 22 na faalauiloa faalauaitele ai lenei fesoasoani lea e SAT$16
miliona le sao o le Malo o Samoa ae NZD$7.5 miliona le fesoasoani a le Malo o Niu Sila e tauala
mai i ana polokalame fesoasoani.
O se tasi o itu e eseese ai lenei polokalame ma le
polokalame fesoasoani mo le galulolo po o le TTRP o le tulaga lea i le faafoeina o le polokalame
lea ua taimua ai le Pulega. O soa komiti uma e lua o loo taitaifono ai le Pulega ma o le Soa
Komiti mo le faafoeina o tusi talosaga o loo avea ai le SHA ma faauluuluga. O le mataituina o
le faafoega o lenei fesoasoani o loo nafa ma le Soa Komiti.
O le sini autu o le polokalame o le "ausia lea o se tulaga lelei i le vave toe fausia o atinae na
faaleagaina e le afa mo tulaga i le tamaoiga ma galuega". O le a tuliloa i lalo o lenei
polokalame vaega tetele nei e fa:
Vaega Muamua:
Vaega Lua:
Vaega Tolu:
Vaega Fa:
Toe fausia o faletalimalo, mataaga ma auaunaga faapitoa na aafia
Polokalame faalauiloa e toe siitia ai le aofai o tagata asiasi mai
Polokalame faaleaoaoga mo le aufaigaluega aemaise i latou o loo
galueaina atinae taitasi
Foia o faafitauli tau i le siosiomaga e ala i aoaoga ma galuega talafeagai
Ina ua maea le tausaga faaletupe, ua maea ona iloiloina e le Komiti talosaga e 21 ma ua
fuafua o le a amata ona totogiina atu nei faamanuiaga tau tupe i se taimi e le o toe mamao.
22
5.3.2 Polokalame mo Tapula'a Faatulagaina o Faletalimalo
O fuafuaga mo le faataunuuina o asiasiga masani mo tapula'a faatulagaina o faletalimalo i le
amataga o le afa lona lua o le tausaga na tuai ona faataunuuina ina ua tulai mai le afa o Eveni
ma moomia ai le ave o le faamuamua a le Pulega i galuega mo le toe faaleleia o atinae na
aafia. Na avea lea ma avanoa e toe fetuunai ai fuafuaga ma autasi ai loa le Soa Komiti mo le
mataituina o tapula'a o faletalimalo faapea le Pulega, ina ia ave le faamuamua i le tapenaina
o auaunaga faletalimalo mo le fonotaga tele a Malo Aufaatasi ua faamoemoe mo le tausaga
fou i Samoa a o se avanoa lelei e toe fausia ai faletalimalo na aafia i le afa.
O le masina o Aperila na faataunuuina ai le asiasiga mo faletalimalo na matauina ni vaega e
moomia le toe faaleleia mai le asiasiga talu ai. Na soso'o atu ai loa ma asiasiga o faletalimalo
uma aua tapenaga mo le fono tele i le 2014 lea na amatalia i asiasiga o faletalimalo uma i
totonu o le taulaga i Apia. O le a faaauau pea asiasiga nei a le Komiti i vaega uma o le atunuu
e aofia ai Upolu, Manono ma Savaii seia oo atu lava i le taimi faatulagaina o le fonotaga i le
masina o Aukuso 2014.
O le Komiti asiasi e aofia ai sui mai le Matagaluega o Galuega, Felauaiga ma Atinae Tetele,
Soifua Maloloina, Punaoa Faanatura ma le Siosiomaga, Malosiaga Faaeletise, Pulega o Mu ma
Faalavelave Faafuasei, Pulega o Tagata Asiasi Maimoa faapea sui e toalua mai
faalapotopotoga o Faletalimalo o Samoa faapea le Faalapotopotoga mo Pisinisi Turisi i Savaii.
5.3.3 Asiasiga faaletausaga
Talu ai o tulaga utiuti o le taimi avanoa o le aufaigaluega, o lea na le faataunuuina ai se
asiasiga faaletausaga i faletalimalo ma mataaga i lenei tausaga e pei ona masani ai. Peitai, na
faaaogaina e le vaega asiasiga mo tapula'a o faletalimalo e toe faamautuina ai
faamaumauga mai faletalimalo uma. O loo taumafai foi le vaega e unaia le auai o le
aufaigaluega fou i asiasiga faapea isi polokalame o loo faatinoina i tua e faamasani ai i atinae
ma mataaga eseese.
5.3.4 Galuega faaleleia mo mataaga
O loo sologa lelei fuafuaga mo le toe faaleleia o mataaga filifilia o loo lagolagoina e le Malo o
Ausetalia e ala i le tamaitai pisikoa tomai faapitoa o loo galue i le tuufaatasia o talaaga o
mataaga e aofia ai ma faamatalaga i le siosiomaga. O lenei faamoemoe o loo faipaaga ai le
Pulega ma le Matagaluega o Punaoa Faanatura ma le Siosiomaga faapea le
Faalapotopotoga o le Sisiomaga o le Pasefika. Sa tapa foi e le Pulega se fesoasoani mai se alii
konesale tomai faapitoa i le tuufaatasia o faafanua mo nei mataaga uma. O le vaega
muamua lenei o se polokalame faapitoa o le a faatupeina e le Pulega mo le toe faaleleia ai o
mataaga ua filifilia i totonu o le atunuu. O le naunautaiga lava ia faasopolia mataaga uma o le
atunuu i le lumanai.
23
Fa’ailoilo mo le mataaga Afu Aau
Na maua foi le avanoa o le aufaigaluega i lalo o lenei polokalame e asia ai le Mauga o Silisili i le
afioaga o Aopo i Savaii. O le taimi muamua foi lea ua faamauina ua oo ai se vaega o le
Pulega o Tagata Asiasi Maimoa i le tumutumu o le mauga, o se taumafaiga o le a fesoasoani
tele i le atinaeina lelei o le mataaga ma ia puipuia lelei ae faapea foi le unaia ai o maimoaga i
lenei mataaga. Sa maua foi le avanoa o le vaega e faatalatalanoa ai fuafuaga mo le
atinaega o maimoaga i le mauga, i se fonotaga sa faia ma le afioaga i se Suesuega Faapitoa
mo le Siosiomaga sa faatautaia e le Matagaluega o Punaoa Faanatura ma le Siosiomaga ma
le Ofisa o Polokalame o le Siosiomaga a le Pasefika. Na matauina le talisapaia ma le agaga
fiafia e le afioaga o lenei faamoemoe. O le a galulue faatasi nei le Pulega ma le Matagaluega
o Punaoa Faanatura ma le Siosiomaga i le tapenaina o se fuafuaga e pulea lelei ai le mataaga
a'o lei oo atu i le isi laasaga o le faamoemoe.
Aufaigaluega I luga le Mauga o Silisili
5.3.5 Isi Polokalame
Talu ai o le atinae o tagata asiasi maimoa e faamoemoe i le galulue faatasi ai ma isi vaega
(sectors) ma o lo o avea pea ma se tasi o atinae o loo ave iai le faamuamua mo le atinaega o
le tamaoaiga o le atunuu, o le ala lea o le tele o nisi polokalame o loo auai ai le Pulega ina ina
mautinoa o loo talafeagai ma faamalosia ai sootaga ma fuafuaga a le alamanuia.
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O loo auiliili atu i lalo nisi nei o polokalame o loo taimua ai nisi faalapotopotoga faapea
Matagaluega a le Malo o loo galulue ai le vaega o Fuafuaga ma Atinae i lenei tausaga.
Polokalame
1
Aiga ma Nuu Manuia
2
5
6
7
Komiti
mo
Fesoasoani
Faapitoa
ma
Faletalimalo tetele ma pisinisi gaosi oloa
Polokalame Fesoasoani mo Pisinisi Tumaoti
(PSSF)
Polokalame Faapitoa mo le Tali atu i
Fesuiaiga o le Tau (PPCR)
Poloketi mo Tapula'a o Faailoga
Tapueina o Tomai Faaleaganuu
Tapenaga mo Faalavelave Faafuasei
8
Suesuega o le Siosiomaga
9
Poloketi mo le Pulea lelei o Punaoa o le
Suavai
Fuafuaga a le Vaega o le Siosiomaga
3
4
10
11
12
13
14
15
16
17
18
19
20
21
22
23
Faiga faavae ma Aiaiga o Fesoasoani a le
Faalapotopotoga o le Siosiomaga o le
Lalolagi
Suesuega mo le faatinoina o se polokalame
faanatura e gaosia mai ai le eletise mama
Aoaoga Muamua mo le fesoasoani o le
Adaptation Fund mo polokalame e tali atu ai
i aafiaga o le Tau
Fonotaga mo le puipuia o punaoa faanatura
ua amata ona faatamaia
Puipuia o meatotino tau i le atamai
Puipuia o le tomai a le silafia i mataupu
faaleaganuu
Fonotaga mo le faaluailoaina o poloketi
tetele e ono faatupeina e kamupani tetele sa
faia i Niu Sila
Fuafuaga mo le Taulaga i Apia
Iloiloga o le tulaga o loo iai le siosiomaga o
Samoa
Poloketi a le Pasefika mo le faaitiitia o le
faaaogaina o le eletise
Polokalame ma Fesoasoani a le Komiti
Faufautua mo Faalavelave Faafuasei
Polokalame faatino mo vaega eseese o le
tamaoaiga o Samoa
Faiga faavae mo taumafa tatau mo le Soifua
25
Matagaluega/Falapotopotoga o
loo taimua
Matagaluega o Tina ma Tamaitai,
Atinae o Afioaga ma Aga Fesootai
Matagaluega o Tupe
Matagaluega o Pisinisi, Alamanuia
ma Leipa
Matagaluega o Tupe
Pulega o Faailoga i Samoa
Matagaluega o Punaoa Faanatura
ma le Siosiomaga
ma le Siosiomaga
ma le Siosiomaga
ma le Siosiomaga
ma le Siosiomaga
ma le Siosiomaga
ma le Siosiomaga
ma le Siosiomaga
Matagaluega o Pisinisi, Alamanuia
ma Leipa
Matagaluega o Aoga, Taaloga ma
Aganuu
Matagaluega o le Va i Fafo ma
Fefaatauaiga
Matagaluega o Punaoa
ma le Siosiomaga
ma le Siosiomaga
ma le Siosiomaga
ma le Siosiomaga
Matagaluega o Tupe
Faanatura
Faanatura
Faanatura
Faanatura
Matagaluega o le Soifua Maloloina
24
25
26
27
28
29
30
31
Maloloina
Atinaega o tomai ma agavaa lautele
Polokalame faapitoa a Malo Aufaatasi ma le
Iunivesite o le Pasefika i le tali atu i fesuiaiga o
le tau
Sailiiliga mo le faaleleia o uafu i Samoa
Fonotoaga mo le faafoeina o polokalame
fesoasoani mo nonoga tupe faapitoa mo
faletalimalo na aafia i le afa o Eveni
Iloiloga mo le faamautuina o vaega e ave iai
le faamuamua mo le atinaeina o tomai ma
agavaa o tagata faigaluega
Poloketi faapitoa mo nuu ma afioaga filifilia e
tali atu ai i aafiaga o le tau
Polokalame faapitoa mo avanoa aoga i le
APTC mo atinae na aafia i le afa o Eveni
Soa Komiti mo faletalimalo mo le fonotaga a
Malo Aufaatasi 2014
Iunivesite o le Pasefika i Saute
Pulega o Uafu o Samoa
Faletupe o Atinae o Samoa
Polokalame Fesoasoani a le Malo o
Niu Sila
Ofisa o Polokalame a le Siosiomaga
mo le Pasefika
APTC
Pulega o Tapenaga o le Fonotaga
a Malo Aufaatasi 2014
5.4 ATINAEGA O PISINISI
5.4.1 Atinae/Pisinisi Fou
Na faaauau pea taumafaiga a le vaega i le fautuaina o i latou o loo fuafua e faatinoina pisinisi
fou i totonu o le alamanuia e ala i fonotaga ma faatalatalanoaga ao tau amata ai a latou
fuafuaga. O nei taumafaiga o loo lagolagoina e polokalame faalauiloa o loo faatinoina e
unaia ai le fuafua lelei o pisinisi fou. O atinae fou uma e ao ina lesitala aloaia i le Pulega e
aunoa ma se totogi. O lenei faiga o le a fesoasoani tele lea i le aoina mai o faamatalaga taua
i le tulaga o loo iai so o se pisinisi fou ua faailoa mai i le Pulega mo le taimi muamua. E
faatinonina foi asiasiga i kuata taitasi mo nei atinae aemaise o nofoaga o loo fuafua e
faatinoina ai pe talafeagai ao a foi ni fautuaga e mafai on tuuina atu e fesoasoani ai i
fuafuaga.
E le gata i vaega ua taua i luga, ae o loo galulue faatasi foi le vaega ma le Ofisa mo le Atinae o
Pisinisi laiti (SBEC) faapea le PUMA mo fesoasoani i le tuufaatasia o Fuafauaga mo Pisinisi ma
Maliega mo Atinae. E faaauau pea lenei galuega ma e mataituina e le vaega le gasologa o
fuafuaga e ala i ana faamaumauga se ia oo i le taimi e tatala ai auaunaga a le atinae. O loo
iai foi tusi taiala mo pisinisi fou faapea tapula'a o faletalimalo o loo tuuina atu e le vaega mo i
latou o loo fuafua e faatinoina pisinisi faletalimalo e ese mai lea i auaunaga masani a le Pulega
o loo tuuina atu e ala i fautuaga mo le puleaina lelei o atinae ma le itu o faalauiloa.
I le itu o le laiseneina faaletulafono o pisinisi, ua iai foi se maliega i le va o le Matagaluega o
Tupe Maua ma le Pulega e mataitu ai laisene o loo tuuina atu mo pisinisi fou. Ua matauina le
tulaga lelei o lenei taumafaiga lea ua mafai ai e le Pulega ona galulue ma i latou o loo fuafua a
latou pisinisi ina ia tapena lelei ao le i tatalaina.
O le taimi nei, e leai se fesoasoani mo le tau atinaeina o pisinisi fou peitai e mafai ona maua le
fesoasoani mai le Polokalame Fesoasoani mo Pisinisi Tumaoti (PSSF) pe afai e ausia le tausaga
po o le sili atu foi talu ona tatala aloia auaunaga a le pisinisi.
26
O pisinisi fou nei na lesitala ma asia e le veaga i lenei tausaga.
Ituaiga o Atinae/Pisinisi Fou
Faletalimalo
Pisinisi lagolago (e aofia mataaga ma isi)
22
8
5.4.2 Atina'e Tetele
I le tu lata ai i le faaiuga o lenei tausaga faaletupe na molimauina ai se sauniga aloaia e amata
ai le galuega tele mo le fausia o le faletalimalo fou o le Taumeasina Island Resort. O se miti ua
tino mai ma ua faafetaia e le gata i le afioaga o Moata'a ae faapea foi le atunuu atoa i le
maea ai o taumafaiga i le 40 tausaga ua mavae mo se atinae i lenei itu o le taulaga. O le
kamupani o le Lamana Group mai Papua Niu Kini o loo faatupeina ma o se galuega tele e silia
ma le 100 ona potu faapea nofoaga mo fonotaga ma isi auaunaga mo i latou o loo fai
malologa mai i Samoa.
E le i mautinoa fuafuaga mo le amataina o galuega a le kamupani o le Warwick ma le atinae i
Sasina ae o loo matauina pea le sologa lelei o le totogiina o lisi o eleele e pei ona iai maliega
ma nei afioaga.
O le masina o Novema na auai atu ai sui o le Pulega faapea pisinisi tumaoti i se fonotaga faasemina na faatautaia e le Matagaluega o le Va i Fafo ma Fefaatauaiga i Aukilani Niu Sila. O se
faamoemoe na talisapaia e tagata Samoa faapea le aufaipisinisi mai Niu Sila, Ausetalia ma isi
atunuu, e molimauina ai folasaga mo avanoa pisinisi e mafai ona galulue faapaaga ai ma
pisinisi i totonu o Samoa. O lenei avanoa na faaaogaina e faalauiloa ai nisi o fuafuaga mo le
alamanuia e ala i se fale mataaga tele e taua o le Big Coconut, ma ni faletalimalo tetele e
aofia ai le Wellness Retreat, Fatu Feuu Resort, Return to Paradise faapea le Samoan Village
Resort faatasi ai ma nisi o faletalimalo laiti o loo iai i le taimi nei. O se avanoa taua foi lenei mo
le Pulega faapea le aufaipisinisi e feiloai ai ma isi paaga e ono mafai ona maua ai ni avanoa e
galulue faatasi ai i le lumanai.
Sa fesoasoani foi le vaega i fonotaga ma galuega faatino a le Komiti o le faafoeina o
fesoasoani faapitoa a le Malo mo atinae faletalimalo ma pisinisi gaosi oloa i totonu o le atunuu.
O se tasi o atinae tele na talanoaina i lenei tausaga e aofia ai le fuafuaga alualu mamao a le
Malo mo le atinaeina o le taulaga i Apia e ala i faiga faapaaga ma ni kamupani tumaoti.
5.5 POLOKETI A LE ALAMANUIA MO LE TALI ATU I AAFIAGA ONA O FESUIAIGA O LE TAU
5.5.1 Poloketi e faatupeina e le Malo o Ausetalia- NAPA 4
Na faalauiloaina aloaia le Taiala mo le tali atu o le alamanuia o tagata asiasi maimoa i aafiaga
o fesuiaiga o le tau faapea le potu faapitoa mo suesuega (Tourism Resource Center) lea o loo
faamautuina i le ofisa autu o le Pulega. O nei galuega tetele na mafai ona faatupeina i le
fesoasoani a le Malo o Ausetalia. E iai le faamoemoe o le a faatotogaina lelei i vaega
talafeagai faapea faamaumauga lenei potu mo le faaaogaina e tagata lautele aemaise le
fanau aoga ma i latou o loo galulue i totonu o le alamanuia.
I lalo lava o lenei fesoasoani na mafai ona faatinoina ai polokalame faalauiloa i televise ma
leitio i aafiaga o le alamanuia o tagata asiasi maimoa ona o fesuiaiga o le tau e ala i le fuafua
ma le pulea lelei o atinae. Na faatinoina foi se aoaoga mo Suesuega i Aafiaga o le Siosiomaga
ona o atinae lea sa faatautaia e le Matagaluega o Punaoa Faanatura ma le Siosiomaga mo le
aufaigaluega a le Pulega faapea le Faalapotopotoga o Faletalimalo i Samoa. E iai le
27
faamoemoe o le a faia nei aoaoga mo le aufaipisinisi uma i Samoa i se taimi o i luma. Na maua
foi le fesoasoani e faatinoina ai se isi aoaoga mo le faamalamalamaina o tala i le tau ma isi
faamaumauga o loo tuuina mai e le Ofisa o Vaai Tau mo le faaaogaina e atinae o tagata
asiasi maimoa.
5.5.2 Poloketi faapitoa e faatupeina e le faaputugatupe mo atunuu tau atia'e i lalo o
Fesoasoani mo le Siosiomaga o le Lalolagi- NAPA 5
Talu ai o le toagaogao o le aufaigaluega na faatuai ai galuega sa fuafuaina mo le poloketi o le
NAPA 4 ae fesoasoani le Ofisa Sinia i le tuufaatasia o le talosaga mo le poloketi fou i lalo o le
fesoasoani a Faalapotopotoga o Malo tetele mo le faasaoina o le Siosiomaga. O lenei poloketi
fou o le a fesoasoani i le foia o nisi o faafitauli o loo matauina i atinae ua tuga aafiaga i
fesuiaiga o le tau i totonu o afioaga.
O loo fesoasoani mai le Faalapotopotoga o Malo
Aufaatasi faapea le Matagaluega o Punaoa Faanatura ma le Siosiomaga i le faafoeina o lenei
poloketi. O nisi o galuega o le a faatinoina ai e aofia ai le tuufaatasia o Fuafuaga mo le
Puleaina o Nofoaga o loo iai atinae o tagata asiasi maimoa faapea le faatinoina o galuega
moomia e tali atu ai i aafiaga mai fesuiaiga o le tau.
Asiasiga mo le poloketi o le NAPA 5
E 2 miliona Amerika le tau aofai o lenei poloketi e aofia ai ma le totogi o konesale sa
tuufaatasia le talosaga. O lenei galuega na mafai ona lagolagoina e le Malo o Amerika e ala i
ana konesale tomai faapitoa na faufautua i le tapenaga o le talosaga. Na talia aloaia le
talosaga i le masina o Tesema ma faagasolo ai loa tapenaga ma sainia aloaia ai le maliega mo
le faatupeina o lenei galuega i le masina o Me.
Ua amatalia nei galuega amata lea o le a faataunuuina ai fonotaga ma le aufaipisinisi ma
afioaga ua filifilia e faamautu ai galuega faatino.
5.5.3 Poloketi faapitoa e faatupeina e le faalapotopotoga o le GIZ mai Siamani
O le aso 27 o Fepuari 2013 na faia ai se fonotaga ma konesale mai Ausetalia faapea paaga ua
filifilia e galulue faatasi ma le Pulega i lenei poloketi. O se avanoa lenei na mafai ona
fefaasoaa'i ai finagalo faapea tulaga o loo moomia ai le fesoasoani i totonu o le alamanuia o
tagata asiasi maimoa e tali atu ai i aafiaga ona o fesuiaiga o le tau. O lenei fesoasoani o lo o
tauala mai i le Matagaluega o Punaoa Faanatura ma le Siosiomaga ma le Ofisa o Polokalame
o le Siosiomaga o le Pasefika. O le a galulue konesale mai Ausetalia ma le ofisa o le KVA i Apia i
le tapenaina o se fuafuaga mo lenei polokalame ma e $10,000.00 Euro lona tau aofai.
28
5.6 FESOASOANI FAAPITOA MO LE ATINAE O TAGATA ASIASI MAIMOA MAI LE MALO O NIU SILA
O fuafuaga mo le amataga o galuega mo le tausaga muamua o le polokalame fesoasoani a
le Malo o Niu Sila na faatoa amataina i le faaiuga o le masina o Ianuari ona o le afa o Eveni na
aafia ai Samoa. O se tasi o galuega na muai faatinoina o le sailia lea o se Ofisa Sinia e vaaia
lenei poloketi i lalo o le vaavaaiga a le konesale ma le Pulega. O loo faamautu le vaega lenei i
lalo o le Vaega mo Faiga Faavae ma Auaunaga Faufautua a le Pulega lea o le a aofia atu ai le
auiliiliga o galuega ua maea faatinoina i la latou lipoti ae o le aotelega o galuega e patino i
matafaioi a le Vaega o Fuafuaga ma Atinae e aofia ai vaega nei:
5.6.1 Faiga Faavae - Fuafuaga mo le atinae o tagata asiasi maimoa
Sa galulue le vaega ma le Pulega i le tuufaatasia o le lipoti o galuega ua maea ona faatinoina i
le Fuafuaga mo le Atinae o Tagata Asiasi Maimoa 2009-2013. O loo faagasolo tapenaga ma e
iai le faamoemoe o le a amatalia fonotaga mo le tuufaatasia o le Fuafuaga Fou i le amataga o
le tausaga faaletupe o lumanai.
5.6.2 Polokalame mo le atinaega o tomai ma agava'a - Aoaoga mo le aufaigaluega
O le vaega lenei o loo sailia ai se kamupani/faalapotopotoga e faatinoina se suesuega o
polokalame faaleaoaoga e moomia i totonu o le alamanuia ma tuufaatasia taiala ma
faamatalaga mo ni polokalame faaleaoaoga o le a faatinoina. E faaiu ane galuega o lenei
tausaga faaletupe ua faatinoina le iloiloga o talosaga mai kamupani na tauofo mai.
Ua maea foi faatalanoaga ma le Iunivesite Aoao o Samoa i le fesoasoani o loo faamoemoe mo
le toe faaleleia o faleaoga faapitoa mo mataupu talimalo. O lenei fesoasoani e aofia ai le toe
fausia o se potu moe ua maea faatotogaina lelei i tapula'a maualuga e pei ona iai faletalimalo
tetele i atunuu i fafo mo le faataitaiga o galuega teufale i totonu o faletalimalo. O le isi vaega
o lenei fesoasoani e aofia ai le fausia o se potu e avea ma vaega mo le faafoeina o
faigamalaga lea o le a patino mo auaunaga e ofoina atu iai latou o loo ofoina auaunaga faa
ofisa malaga. O lenei potu o le a faatotogaina foi i masini komepiuta ma isi vaega moomia mo
le faaaogaina e le fanau aoga.
5.6.3 Atina'e tetele
Na faatinoina se sailiiliga a se alii Konesale mai Niu Sila i mataaga e mafai ona faatupeina i lalo
o le vaega tupe ua faaagaga mo galuega tetele e aofia ai le faaleleia o auala faapea
mataaga. O loo talia nei se lipoti aloaia mo le talanoaina e le Komiti.
29
6.0 VAEGA O SUESUEGA MA FAAMAUMAUGA
Faatomuaga
E toaono le aufaigaluega o loo nafa ma le faatinoina o tiute ma matafaioi o le Vaega e aofia
ai ma le o loo faauluulu iai. Na amatalia lenei vaega I le 2008 I le na o le toalua le aufaigaluega
peitai I le faatuputupulaia pea o vaega moomia I le tulaga tau I faamaumauga ma suesuega,
o le ala lea o le siitia o le aofai o le vaega I le tulaga ua iai nei. Na tele le faamamafa I le
faaleleia o le tulaga I faamaumauga aemaise o le faatinoina o suesuega I vaega eseese mo le
faaleleia o le Alamanuia ae ua utiuti le aufaigaluega galulue, o lea na faaopoopoina ai le
toafa mo le faatinoina o ia vaega taua. I totonu o lenei tausaga faaletupe, e iai nisi o suesuega
taua na faatinoina e le vaega e pei o le Sailiiiliga I le Faaaogaina o potu o faletalimalo mai lea
taimi I lea taimi (occupancy survey), o le sailiiliga I le aofai o I latou e asia mataaga eseese I
totonu o le atunuu aemaise ai foi o le faatinoina o se nusipepa (newsletter) e faailoa atu ai
vaega uma o faamaumauga e aofia ai le aofai o I latou o loo Malaga asiasi mai aemaise o
tupe tupa maua mai ia I latou. O se tasi o galuega taua na faatinoina o le Suesuega I Tagata
Tafafao Maimoa mai (International Visitor Survey). O lenei galuega tele na faatinoina mo le 13
masina I le malaevaalele autu I Faleolo faapea ma le malaevaalele I Fagalii. E toasefulu nisi na
faafaigaluegaina I se taimi le tumau e fesoasoani I le faatinoina o lenei galuega mai ia Iune
2012 seia faamaea ia Iulai 2013.
6.1 TIUTE MA MATAFAIOI
O tiute autu o le Vaega o Suesuega ma Faamaumauga e aofia ai:
•
•
•
•
Tapenaina o Lipoti faalemasina, kuata, ono masina ma le tausaga atoa e auiliilina ai le
aofai o I latou o loo faimalaga tafafao maimoa mai I Samoa. O nei faamaumauga o
loo aoina mai I le pepa o loo faatumuina e I latou uma e faimalaga mai ma o loo
tuufaatasia e le Ofisa o Faamaumauga a Samoa.
Faatinoina suesuega ma sailiiliga I vaega uma ina ia silafia le tualaga o loo iai le atinae
aemaise ai o le avea ai lea ma faavae mautu e faatatau iai fuafuaga mo le agai I luma
o le Atinae o Tagata Tafafao Maimoa. O nisi vaega e aofia ai foi ma le sailia o tulaga e
iai ni le faagasologa o nisi galuega e toe afua ai se taeao fou I le lumanaiTapenaina o
se Nusipepa mo le Faalauiloaina o nisi o faamaumauga taua e tatau ona silafia e I latou
uma I totonu o le atinae
Tuuina atu o faamaumauga pe a moomia mai e paaga I Samoa nei ma atunuu I fafo
Faatinoina o le Suesuega I Tagata Tafafao Maimoa mo le toe faaleleia o faamaumauga
I ona vaega uma aemaise ai o le Sailiiliga I le Sao o le Alamanuia o tagata tafafao
maimoa I le tamaoaiga o Samoa.
6.2 AOTELEGA O FAAMAUMAUGA O TAGATA TAFAFAO MAIMOA
Na faamauina le faaitiitia o le aofai o tagata tafafao maimoa mai I le tausaga faaletupe o loo
iloiloina, 2012/2013 I le 5.3% pe a faatusatusa I le tausaga ua mavae 2011/2012. O le aofaiga na
iai I le tausaga ua mavae e tusa ma le 133,867 ae ua faaitiitia I le 126,759 I le 2012/2013. Na
matauina o vaega na afua ai lenei tulaga e aofia ai le faaitiitia o le aofai o I latou na asia aiga
ma uo I Samoa nei, ma I latou na faimalaga mai ona o isi mafuaaga. O le vaega o I latou na
faimalaga mai mo Malologa ma Tafaoga na siitia I le 9% ae 11% na siitia ai I latou na faimalaga
mai mo fonotaga ma pisinisi pe a faatusatusa I le tausaga 2011/2012.
I le tulaga I le sao I le aofaiga o tagata tafafao, na matauina ai le aupito toatele o I latou na
faimalaga asiasi tafafao mai I le tusa ma le 40%, sosoo ai ma I latou na asiasi mai I aiga ma uo,
30
37%, o e na malaga mai I fonotaga ma pisinisi e 11% ae 12% o I latou na faimalaga mai ona isi
mafuaaga e aofia ai ma taaloga.
I le tulaga I maketi, na tu matila le maketi o Ausetalia, ona na o le pau lea o le maketi na
faamauina le siitaga e 3.5% pe a faatusatusa I le tausaga ua mavae, ae o isi uma maketi na
faamauina le faaitiitia o I latou na faimalaga mai ai I le tausaga faaletupe o loo iloiloina.
Ata 1: Faatulagaga o e Tafafao Maimoa I Maketi ma Mafuaaga na faimalaga mai ai
Tafaoga ma Malologa
Asiasi I Aiga ma Uo
Pisinisi ma Fonotaga
Isi Mafuaaga
Aofai
Maketi
11/12
12/13
11/12
12/13
11/12
12/13
11/12
12/13
11/12
12/13
% suiga
Am Samoa
4,244
13,021
10612
Amerika I Matu
2,704
4595
3328
1626
1007
24,964
Ausetalia
2048
4994
2747
1030
5,812
24,624
8403
21713
11554
2706
1,907
Niu Sila
5787
25566
11948
2954
20833
55601
27875
7697
-16.5
-4.3
3.5
-5.7
2,317
-5.0
-12.3
-3.7
-1.7
-5.3
Atumotu o le
Pasefika
Europa
Asia
Isi Atunuu
Aofai
% suiga
% sao
25,196
12,447
3,408
2,108
469
1007
2535
1097
321
46,997
51,215
557
2,821
966
4,586
2185
831
1,832
118
1294
321
450
118
87
1871
269
705
87
57,293
46,559
12,440
13,751
389
606
9.0
40
309
703
-18.7
37
10.5
11
3,676
1,677
1,215
58,081
26,921
8,158
6,814
174
2298
289
1783
308
848
6470
3414
4035
834
17,158
15,234
133,867
126,759
373
1,914
-11.2
12
3,892
4,189
-5.3
100
6.3 MAFUAAGA O LE MALAGA
Tafaoga ma Malologa
E 40% le sao o I latou na faimalaga mai mo tafaoga ma malologa, o le vaega aupito toatele
lea ma na faamauina foi ma le siitaga e 9% pe a faatusatusa I le 46,997 na iai I le tausaga
2011/2012 ae ua siitia I le 51,215 I le 2012/13. O le vaega lenei na faamauina ai le siitia o I latou
na faimalaga mai ai I maketi uma ma o le mafuaaga foi lea o le tulaga lelei ua matauina.
Asiasi mai I Aiga ma Uo
E 19% na faamauina na faaitiitia ai le faitau aofai o I latou na faimalaga mai I Samoa e asia
aiga ma uo. O lenei tulaga na matauina o le faaitiitia o le aofaiga o I latou na malaga mai
maketi uma mo lea mafuaaga na afua ai le faaitiitia. Na matauina e tusa ma le 36% na
faaitiitia ai I latou na faimalaga mai I Amerika Samoa pe a faatusatusa I le tausaga ua mavae,
14% na faaitiitia ai I latou mai I Niu Sila ma le 7% mai Ausetalia. O lenei tulaga ua mautinoa ai o
le mafuaaga lea o le faaitiitia pe a faatusatusa ia I latou na famalaga mai I le 2012
Pisinisi ma Fonotaga
Na faaalia le siitia o le aofai o I latou na faimalaga mai mo fonotaga ma pisinisi I le 10.5% pe a
faatusatusa I le 2012/2013. O lenei tulaga na mafua ona sa matauina le tele o fonotaga
faavaomalo aemaise o fonotaga faalelotu na talimalo ai Samoa I le tausaga faaletupe faatoa
maea atu.
31
Isi Mafuaaga
Other Purposes of Travel also recorded a drop of 11% compared to 2010/2011. This was
attributable to the drop in number of arrivals for purpose from all the markets.
6.3.1 Maketi
Maketi Autu (Niu Sila, Ausetalia, Amerika Samoa)
Ua faatumauina pea le sao maualuga o maketi o Niu Sila, Ausetalia ma Amerika Samoa I le
faitau aofai o I latou e faimalaga tafafao mai ia atunuu, ma ua avea ai o maketi autu a Samoa.
Ua matauina e tusa ma le 82% le aofaiga o I latou e malaga tafafao mai ia maketi e tolu. O Niu
Sila e aupito toatele I le 43%, sosoo ai ma Ausetalia I le 20% a o Amerika Samoa e 19%. O
Ausetalia na o le pau lea o le maketi na faamauina ai se siitaga I le tausaga faaletupe lenei pe
a faatusatusa I le tausaga ua mavae, na siitia I le 3.5% poo le 26,921 I le 27,875. Na matauina le
faaitiitia o I latou na faimalaga mai I Niu Sila ma Amerika Samoa I le taimi lava e tasi.
32
Maketi Lagolago: Amerika I Matu, Isi Atumotu o le Pasesfika, Europa ma Asia
I le aotelega, e 17% le sao o nei maketi I le faitau aofai o I latou e faimalaga asiasi mai I Samoa.
Na matauina le faaitiitia uma o le aofai o I latou na malaga mai I nei maketi ma ina ua iloiloina
nei tulaga na maua ai o le ono masina muamua o le tausaga 2013 lea na matauina ai le
faaitiitia o tagata malaga tafafao maimoa mai pe a faatusatusa I le taimi lea I le tausaga ua
mavae.
33
6.4 TUPE MAUA
Na faamauina le faaitiitia I le 5.6% le aofai o tupe maua mai I tagata tafafao maimoa mai le
aofaiga e $333.4miliona I le 2011/2012 I le $314.7miliona I le 2012/2013.
Tupe Maua
Aofai (e le aofia ai Meli
Laupasese)
2011/2012
2012/2013
333.4
314.7
Na matauina e ui ina faaitiitia le aofai o I latou na asia aiga ma uo (37%), peitai e faatumauina
pea le tele o lo latou sao I le faitau aofai o tupe maua e tusa ma le 47.6%. Peitai, e ui I lenei sao
sa le mafai ona ausia le aofaiga na iai I le tausaga faaletupe ua mavae, na faamauina le
faaitiitia o tupe maua mai I lenei vaega I le 13% pe a faatusatusa I le tausaga faaletupe ua
tuanai.
I le vaega o I latou na malaga mai mo Tafaoga ma Malologa na faamauina le siitia I le 16.5%
pe a faatusatusa I le tausaga ua mavae. I le vaega mo Pisinisi ma Fonotaga, Taaloga atoa ai
ma Isi Mafuaaga, na faamauina le faaitiitia o tupe maua mai ia vaega uma I le 1.5%, 8.4% ma
le 58%.
Mafuaaga
Tafaoga ma
Malologa
Asia aiga ma uo
Pisinisi/Fonotaga
Taaloga
Isi Mafuaaga
2011/2012
Tupe Maua
102.95
172.89
33.23
4.76
18.51
2012/2013
% change
119.95
149.83
32.72
4.36
7.83
16.5
-13.3
-1.5
-8.4
-57.7
Aofai o Tupe maua mai Maketi: 2012/2013 faatusatusa i le
2011/2012
2011/2012
2012/2013
144.61
80.52
37.40
151.61
78.36
Niu Sila
Ausetalia
21.00
23.39
46.09
22.21
25.44
8.64
Amerika Samoa
USA
Isi Atunuu
Europa
34
7.78
O tupe maua mai maketi taitasi na faaalia ai o I latou na faimalaga mai Niu Sila na latou
aumaia le $144.6 miliona o tupe maua e tusa ma le 46% o le faitau aofai, peitai o lea aofai na
faaalia ua faaitiitia I le 4.6% pe a faatusatusa I tupe maua i le tausaga 2011/2012. O Ausetalia
na latou aumaia le $80.5miliona ma o se faasiliga o tupe maua e tusa ma le 2.8% pe a
faatusatusa I le tausaga ua mavae. E 12% le sao o Amerika Samoa ma le aofaiga e tusa ma le
$37.4miliona. O maketi lagolago ma isi maketi na latou aumaia le tusa ma le $52.2miliona po o
le sao e 17% I le aofaiga atoa o tupe maua.
6.5 SUESUEGA I E FAAAOGAINA FALETALIMALO
O lenei galuega na amata faatinoina e le Vaega I le 2011 ina ua maua e leai ni faamaumauga
I lenei itu taua o le Alamanuia na iai. E tele ni luitau ma ni faafitauli na fetaiai ma le
aufaigaluega I le faatinoga peitai sa taumafai pea e tuitui ma lea ua maea tausaga e lua o loo
faatinoina pea, ma ua mafai ona maua faamatalaga mo le faatinoga o fuafuaga faataatitia
mo le agai I luma o le Atinae o Tagata Tafafao Maimoa. O le faitau aofia o I latou e mafai ona
tali mai I masina taitasi e tusa ma le 60% I le 80%. Ua matauina pea le lelei o le tali mai a I latou I
Savaii I lenei taumafaiga ma ua faasolosolo foi ina lelei le tali mai a Upolu e pei ona faamauina I
lenei tausaga faaletupe.
Tulaga na maua I le Suesuega
O loo ua tuuina I lalo vaega na maua mai I le suesuega I le faaaogaina o faletalimalo I le
tausaga faaletupe 2012/2013 pe a faatusatusa I le tausaga faaletupe ua mavae 2011/2012. Na
maua e faafaigata ona maua se aotelega mo le aoaotetele o faletalimalo ona o tulaga I le
eseese o ituaiga o faletalimalo, o le ala lea o loo faatino ai faamaumauga I vaega ua
vaevaeina iai faletalimalo e faatatau I tapulaa ua maea ona faatulaga e le Pulega. O loo
matauina pea le tele o faafitauli ma luitau e feagai ma le aufaigaluega I le taimi e aoina mai ai
faamaumauga mai I faletalimalo taitasi. E eseese ni mafuaaga na tuuina mai e I latou e mafua
ai ona le mafai ona tuuina mai a latou faamaumauga. O nisi na latou taua e le mafai ona
faailoa ona o mafuaaga ina nei faailoa atu ia I latou o loo latou tauva, o nisi e le atoatoa le
faatinoga o faamaumauga ao nisi e leai ni faamaumauga e faatinoina.
E ui lava la I nei faafitauli, o loo taumafai pea le aufaigaluega ina ia mafai ona aoina mai
faamaumauga I masina taitasi. Ua matauina mai I le suesuega o le vaega o faletalimalo o loo
faavasegaina o le Superior na iai se siitaga e 12.3% pe a faatusatusa I le 2011/2012.
Aotelega o le faaaogaina
o faletalimalo
2011/2012
2012/2013
% suiga
Deluxe
49.1
48.5
-1.2
Superior
48.2
54.1
12.3
Standard
23.7
23.5
-0.7
Budget
23.0
16.5
-28.2
Aotelega
36.0
35.7
-0.9
Apitaga Tu matafaga
13.5
13.9
3.0
O le vaega o Apitaga tu matafaga o le vaega lea o loo aupito sili ona maua ai le faafitauli o le
leai o ni faamaumgauga, ona o le tele o nei pisinisi e patino I aiga ma o tagata o aiga latou te
faatinoina. O nisi e le taua tele ia I latou faamaumauga ma latou te le faamaumauina le aofai
o malo latou te talimalo ai I le tele o taimi, o le ala lea o le maualalo o faamaumauga o loo
maua mai I le vaega lea e pei ona faaalia.
35
6.6 SUESUEGA AUTU - SUESUEGA O TAGATA TAFAFAO MAIMOA 2012/2013
O le faatinoga o nisi o suesuega ma sailiiiliga e fesoasoani ai I le atinaeina o le Alamanuia, o le
tasi lea o matafaioi autu o le vaega. I le tausaga faaletupe 2012/2013 na faatinoina ai le
Suesuega autu mo tagata tafafao maimoa I le lagolago a le Polokalame o Fesoasoani a le
Malo o Niu Sila. O lenei galuega na faatinoina mo le 12 masina mai ia Aukuso 2012 ia Iulai 2013.
Faatinoga ma le taimi na faatinoina ai (Sample, Methodology and Duration)
Na fuafuaina le galuega e faatinoina mo le 12 masina e auga ina ia aofia le 3% I le 5% o le aofai
o I latou na tafafao maimoa mai I le 2010, e aofia ai na o I latou e 15 tausaga agai I luga. O le
aofai atoa o I latou na manaomia e aofia I lenei suesuega e tusa ma le 3,500 I le 5,500.
I le faatinoga o lenei faamoemoe, na faafaigaluegaina ai nisi I le tulaga le tumau e faatinoina
faatalanoaga I malaevaalele o Fagalii ma Faleolo mo tagata tafafao maimoa uma e tuuvaa
ese atu ma Samoa I totonu o le 12 masina na atofaina e faatinoina ai le galuega. O le taimi
faatulagaina mo le faatinoina o le suesuega, 12 masina, na autasi ai le Komiti o Suesuega ina ia
mafai ona mataituina vaitau uma ma aga I fesuiaiga o lenei alamanuia I le tausaga atoa, ina ia
le faapito I se vaega se tasi.
Na faatinoina le galuega I malaevaalele mai I le aso 30 Iulai 2012 seia oo I le aso 31 iulai 2013
ma e tusa ma le 4,400 le aofai o I latou na faatalatalanoaina I lenei suesuega. O le pepa fesili
na aofia vaega e pei o tupe faaalu a o aumau ai I Samoa, o atunuu o loo alaala ai atunuu I
fafo, o tulaga I le faamalieina I tautua ma auaunaga a o faimalologa mai ai I Samoa aemaise o
isi faamatalaga na moomia e fesoasoani I le faaleleia ma le atinaeina o le atinae o Tagata
Tafafao Maimoa I totonu o Samoa.
O le faamoemoe autu o lenei suesuega e gata o le toe iloiloina ai o le faatulagaga o
tupemaua mai I le alamanuia ae o le a fesoasoani malosi I le atinaeina o le alamanuia I vaega
e ao ona faaleleia ai le auaunaga mo I latou e asiasi tafafao mai I Samoa. O le lipoti atoa o
lenei galuega o le a tuuina atu mo le silafia I le amataga o le 2014.
6.7 ILOILOGA O LE FAAGASOLOGA O NISI O GALUEGA FAATINO ALE PULEGA
E nafa le vaega lenei ma le faatautaia o sailiiliga I le tulaga e iai faatinoga o galuega eseese a
le Pulega. O nisi o nei galuega e aofia ai le faatinoga o le Teuila ma nisi lava o vaega e ao ona
sailia po o a ni vaega e mafai ona faaleleia ai mo le agai I luma. I totonu o le taimi o lenei lipoti
na faatinoina ai e le Vaega le sailiiliga mo le Teuila 2012, o le Polokalame faaletausaga e
Fetufaai ai i latou uma o loo I totonu o le alamanuia (STE 2013) atoa ai ma se tasi o polokalame
faaleaoaoga o le Gagana faaperetania I totonu o Pisinisi (English in my Business).
6.8 ISI MATAFAIOI
6.8.1 Tuufaatasia ma le Iloiloina o faamatalaga mai pepa faatumu e i latou e
faimalaga ese atu ma Samoa
O Iuni 2012 na uluai faaaogaina ai pepa faatumu fou mo I latou e faimalaga mai ma faimalaga
ese ma Samoa. O nei pepa faatumu e moomia soo se tasi e faimalaga e faatumuina. O le
pepa faatumu fou mo I latou e faimalaga ese atu ma Samoa, ua I ai nisi o faamatalaga fou ua
aofia ai e pei, o le fesiliga pe na asiasi I Savaii, o le tulaga I tupe faaalu a o iai I Samoa, aemaise
o le vaega e tuuina mai ai ni fautuaga mo vaega e ao ona faaleleia ai le auaunaga. O le
vaega la e pei ona taua e tuufaatasia e le vaega o Suesuega ma Faamaumauga ma iloiloina
aua le tuufaatasia o lipoti mo le silafia I tulaga uma e pei ona sailia ai finagalo faaalia.
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O le taimi muamua lenei ua faatinoina ai lenei tulaga ma o loo faailoa atu lalonisi vaega na
maua mai I faamatalaga e pei ona iai I pepa faatumu fou ua taua.
VAEGA AUTU NA MAUA – IUNI 2012 - FEPUARI 2013
Vaega na maua ai faamatalaga e uiga ia
Samoa
Aotelega o le aofai o aso na nonofo ai I
Samoa
Tala tuu taliga (30%), Upega tafailagi(24%)
Ituaiga nofoaga na faaaogaina e nonofo ai
- Faatulagaga o Faletalimalo
Faletalimalo/Apitaga tu matafaga (60%),
Aiga ma uo (36%)
Deluxe Hotels (45%), Superior (15%). Beach
Fale (20%)
% o I latou na asia Savaii
36%
Vaega e moomoo iai I latou e faimalaga mai
I Samoa
Aganuu, o ona tagata ma le Toafilemu e leai
se vevesi
7 aso
E pei ona faailoa atu I faamaumauga ua taua I luga, e tusa ma le 36% o I latou na faimalaga
mai I Samoa I le vaitaimi o Iuni 2012 ia Fepuari 2013 na asia le motu tele I Salafai. O le umi o le
taimi na malaga tafafao mai ai I latou I lea vaitaimi e tusa ma le fitu (7) aso ma ua faamauina
pea o le toatele o I latou na asia Samoa, na latou silafia faamatalaga e uiga ia Samoa mai
talanoaga ma nisi o uo ma aiga. Ua faamauina foi I o le toatele o I latou na faimalaga mai ona
o le aave o tala I tagata Samoa, o lana aganuu aemaise o le tulaga lelei ma le toafilemu o
lona siosiomaga
7.0 VAEGA O FAUTUAGA TAU FAIGA FAAVAE
7.1 POLOKALAME MO LE AOAOINA O LE AGANUU MA LE GAGANA
O le vaega o Tulafono Faufautua [PA] ua fuafuaina ma fa’agaoioia se Polokalama e faalua i le
masina mo le a’oa’oina o le aganuu ma agaifanua e talafeagai ma polokalama a Turisi ma
Taligāmālō mo le aufaigaluega ma ē fia auai ai o Ofisa o Tagata Tafafao Maimoa. O lenei
a’oa’oga o le vaega muamua, o a’oa’oga o aganu’u ma le va-fealoa’i masani o le a
faafoeina e le Ofisa o Tagata Tafafao Maimoa e ala atu i lana Polokalame o le Aoaoina o le
Gagana ma le Aganu’u Sāmoa. E ofoina atu foi e lenei polokalame le fa’atinoga o a’oa’oga ia
a’afia ma mata’ituina e latou i tu masani eseese o le aganu’u ma agaifanua.
7.2 FESO’OTAIGA MA TAGATA LAUTELE
Sa mafai ona faatinoina ni fonotaga ma nisi o afioaga sa fuafuaina e faataunuu ai nisi o atinae
turisi, e pei o Mulivai Safata, Saanapu ma Matautu Lefaga aua le faatalanoaina ma le soona
faamalamalamaina o nei atinae poo tamaoaiga.
Sa faatinoina foi nisi o plokalame a nisi o vaega o totonu o le Pulega aua le fesootaiga ma
afioaga mo nisi o poloketi o loo fuafuaina ia atinae aua le siitia ole tulaga soifuaga o tagata
lautele.
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7.3 KOMITI O LE FA’AMATAGOFIEINA O LE ATUNU’U
O le komiti o le Faamatagofieina o Samoa, o se komiti sa pasia e le Kapeneta ma o loo
faaauauina pea ana galuega faatino. E usuia fonotaga i masina uma e talanoaina ai nisi o
auala aua le faamatagofieina o le atunuu aemaise lava i le taulaga. E tele nisi o galuega ua
mae’a a lenei komiti mo le faamatagofieina o le atunuu, e ala i le toe faafouina o togalaau i le
taulaga, ua mae’a foi ona toe faafou uma faailoilo mo afioaga i totonu o le atunuu atoa. Sa
faatinoina foi le polokalama masani o aso faapitoa mo le faamamaina o le taulaga e
faatinoina e matagaluega a le malo ma nisi o pisinisi e lagolago mai ai. Ma sa faatino lea aso
faamama 1 ao sauni ai mo le Teuila 2012, sa faia foi le isi aso faamama lona 2 i le masina o
Ianuari ona sa feagai le atunuu ma le afa o Eveni, ma le lona 3 ao tapena ai mo le
faamanatuina o le Tutoatasi 2013.
Tele nisi o galuega sa faapea ona tu’uina atu iai le lagolagosua ma le galuluega le faatuaoiina
a le Komiti e auala atu i lana aufaigaluega, lea foi e iai le fausiaina o le fata lea e soso’o atu ile
taligalu aua le vaega muamua o le tu’uga aau ina ia fa’afaigofie ona feso’otai atu le au
ta’aalo ile sami mo le amatalia ole tu’uga a’au.
Nisi foi ia o ta’aloga oloo so’oga faatosina mai ai le tele o tagata tafafao maimoa mai fafo lea
foi sa tu’uina atu iai le lagolago a le Komiti:
•
•
•
Tu’uga A’au (Samoa Swim Series)
Tauvaga mo le Alii Malolosi (Samoa Iron Man Challenge)
Tu’uga Savali ile Mauga (Scotsmans Trail – Teuila Festival Challenge)
7.4 TEUILA
E tele se taimi ma le malosi ole aufaigaluega sa faaalu mo tapenaga ma le faatinoina o le
Teuila 2012 aemaise lava le Tamaitai lea sa gafa ma feso’otaiga male Va I fafo talu ai ole
faaaliga o lenei tausaga sa avea ma le isi vaega taua o fa’afiafiaga fa’aopoopo ile patipatia
ole limasefulu (50) Tausaga ole Malo Tutoatasi o Samoa. E ui ina sa maitaua le fitaituna ole
Komiti ma le aufaigaluega ae sa molimauina le taua tele ma le faafiafiaina ona ole si’isi’i ole
tulaga ua iai le faatinoga ole Vaiaso ole Teuila ile tumutumu o tagata sa molimauina
fa’afiafiaga uma sa fa’atinoina i nofoaga eseese.
7.5 NOFOAGA MO FAAALIGA O TU MA AGANU’U FA’ASAMOA
E tele se galuega ua mae’a faatino mo le toe faaleleia o le nofoaga mo aganuu i totonu o le
tatou Nu’u. Ua mae’a nei ona fausia nisi o fale-samoa laiti aua le toe faalauteleina o le nofoaga
agai le vaega o loo i ai le taligalu.
E faalauiloa atu foi faatoa mae’a galuega toe faaleleia mo Faleo’o uma faapea latou
faaaogaina mo le faalauiloaina o meataulima, taga – tatau, vageina o laau ma faatagata
aemaise le faatinoina ole suavai ma tatou siva ma pese e pei ona iai la tatou polokalame lea e
faatino e Aso Tofi o vaiaso taitasi faaopoopo iai ma nisi o asiasiga e tutupu faafuase’i mai, lea e
mo’omia ai le faafiafia a lenei ausiva. O nisi foi o taimi e faafiafia ai pe a taunu’u mai ile uafu
tele i Matautu va’a po’o meli la’upasese mo le faafiafia ma faalauloaina o tatou tu ma
agaifanua.
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O vaega o loo mafai ona faatino i totonu o lenei nofoaga e i ai:








Taina o le tatau & malu
Mamanuina o le elei Samoa
Mamanuina o le siapo
Fofoina o ma’i ma gasegase e faaaogaina ai vailaau Samoa
Siaina o le afi
Faalauiloaina o le gaosiaina o mea-taumafa Samoa – (umu)
Faafiafiaga Samoa
Ma nisi o vaega o loo mafai pea ona faalauiloa mai lea taimi i lea taimi e i latou o loo
galulue I le nofoaga.
7.6 FA’AALIGA MA POLOKALAME TETELE
Sa faaauau pea ele Pulega le taulamua ia Samoa ile faagaioina ma le tu’ufaatasia o ni
faaaliga tetele ise taimi pu’upu’u ae maoa’e lea e taufaitutusa uma tusa poo se faaaliga
patino ile Itulagi ole Pasifika poo se faaaliga mo le Lalolagi atoa. Lea e taitai ai le Vaega lenei
mo Fautuaga mo Faiga Faavae ile tu’ufaatasia ma le puleaina o nei polokalame eseese lea e
le gata i polokalame na afua atu ile Pulega aemaise ai foi polokalame e aofia ai le Atunuu
atoa. Ua molimauina le faatupulaia ole numera o polokalame ma faatinoga e a’afia ai Turisi,
lea foi ua iai ma nisi o faaaliga poo polokalame ua faaofi mai ina ia taulia ile Kalena mo
Polokalame Tetele ole 2012/2013.
O nisi la nei o Polokalame sa faatinoina o loo avea ai le Pulega ma nofoaga autu mo le
tapenaina ma le tuufaatasia lea e aofia ai:
•
•
•
•
•
•
•
•
•
•
•
•
•
Vaiaso ole Teuila (2012)
Koneseti ole Raggamuffin (2012)
Alo Paopao (2012)
Tausala Samoa (2012)
Tausala ole Pasefika (2012)
Ta’amilosaga Kirikiti (2012)
Taaloga Netipolo ile va o Samoa ma Sikotilani (2012)
Tamoega Faamalositino G’day Fun Run Komesina o Ausetalia (2012 – 2013)
Faaaliga mo le Fefaasoaai o Pisinisi Tau Turisi (2013)
Tauvaga A’au (2013)
Ta’amilosaga Netipolo a le Pasefika (2013)
Alo Paopao mo Autalavou (2013)
Ti’eti’ega Pasika ale Au- uso (2013)
Mo le silafia o loo tumau pea la tatou Ofisa i Samoa nei e avea ma failautusi ole Komiti ole
Tauvaga Tausala ole Pasefika. O le Komiti Faatonu faapea ai ma nisi o Komiti Eseese lea foi e
aofia ai ma Samoa loo tu’uina atu ile tatou vaega nei le fesoasoani mo latou uma e tauala atu
ile Ofisa Autu oloo gafa ma ia vaega. Na faamauina le tulaga ese ole Tausaga 2012 ona ole
mafai ai lea ona toe manumalo le Tausala o Samoa ile Pale ole Tausala ole Pasefika lea sa
faatautaia I Amerika Samoa ile mae’a ai ole 11 tausaga pe pau mai ile 2001/2002 e le’i toe pa’i.
Ole Vaega mo le Faufautua mo Faiga Faavae ale Pulega sa matauina le galulue malosi i lenei
tausaga ile faatinoina lea ole tu’uina atu ile fautuaga sili ma le lagolago aemaise le
faalauteleina ole faalauiloa o nisi o polokalame tetele ale Malo ma le Atunu’u lea sa maitauina
ai le si’itia ole numera e le gata i Turisi ae faapea foi le aufaipisinisi ile agai mai i Samoa.
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E pei ole tu’uga a’au lea sa faatinoina ia Iulai 2012 e ui ina ese foi lona faatinoga ae faamauina
le ova atu ma le 100 le au a’au le sa faimalaga mai mo le faatinoina o tu’uga e tolu lea sa
faatinoina ile 3 foi o Aso. Sa maitauina le sologalelei o lenei Ta’aloga ma e foliga mai ole a
faatino i tausaga uma. Ole Alo Paopao faapea le Koneseti a le au Faimusika lea ua
faamoemoe ole a faatinoina ose vaega ole Polokalame ole Teuila 2013.
Sa faapea foi ona faaauau galuega a lenei Vaega ina ia mautinoa ia tuuina atu faamatalaga
fou ma talafeagai ile tatou aupega tafai lagi mo le silafia e tagata tafafao maimoa ma ia silafia
ai Polokalame ma Faaaliga uma ole a tutupu i Samoa nei. E le gata i lea ole tele foi ia ole
lagolago a le tatou Vaega ia i latou o loo faauluulu iai nei faaaliga poo polokalame e auala
atu ile faatinoina o faalauiloa, faatino fonotaga ma le au-tusitala, nuispepa ma TVs. O le agaga
lava ia iai sa matou sao e pei ona talosagaina mai e le toatele o latou ina iia mautinoa le
u’unaia o se faamoemoe ina ia tele le faalauiloa ma ia toatele foi le mamalu ole a auai iai.
O se matafaioi lava patino ile matou Vaega lea e ao ai ona faatino la matou pito laau lea. E le
gata ile matou puleaina ose metotia poo se tuufaatasiga ose polokalame poo se faaaliga mai
ile amata sei o’o atu i lona taunu’uga, ae e tatau foi ona mataitu lelei ma faatino sona iloiloga
poo le a se a’afiga o ia polokalame taitasi ile faatosina mai o Turisi ae pe fia foi se tupe maua a
Samoa na maua mai ai aua lona tamaoaiga e faatusatusa i seleni ma galuega sa alu iai ile
faatinoga o nei polokalame.
Sa galulue faatasi le Ofisa Autu e patino iai lenei galuega ma se tamaitai Ausetalia lea sa ofo
fuaina mai lona taimi e tautua ai mo Samoa e tauala mai ile matou Pulega i le vaega tonu lenei
faapea ai ma matafaioi patino mo lenei galuega (Events Coordinator).
7.7 FESOOTAIGA FAATEKONOLOSI
7.7.1 Fesootaiga Tau Komepiuta
Ole vaavaai male tausiaina lelei o masini komepiuta a le Pulega ole matafaioi foi lea ale vaega
Faufautua mo Faiga Faavae. E aofia uma I lenei matafaioi le fa’atauina mai o masini
(hardwares), polakalame (softwares) faapea isi auaunaga auā le fa’aleleia o fesootaiga
televavae i totonu lava ole Pulega. E aofia ai foi le toe faaleleia, vaavaaia lelei o fesootaiga I
imeli, initineti faapea foi telefoni ale Ofisa atoa.
7.7.2 Nofoaga mo le Resitalaina ma Faamautuina o Apitaga
O faaogaina o upega tafaiilagi e saili ai faletalimalo faapea apitaga mo tagata tafafao
maimoa o loo gafa foi male vaega lenei ale PA. O matafaioi autu ale PA ole faamautinoaina
ua tuuina atu fa’amatalaga sili ona sa’o I luga ole upega tafaiilagi e aofia ai totogi o potu, ata,
faapea foi aiaiga mo le nofo ai o se tagata.
Talu mai le tausaga 2010 ua 59 nei faletalimalo ua mafai ona matou lesitala I luga o lenei
auaunaga. Matou te faamautinoa foi ua avatu se tali vave mo I latou mai fafo e faaogaina lea
auaunaga e ala ile logoina o faletalimalo e fa’atatau ise talosaga a se tagata mai fafo e
faaoga ai le upega taifailagi www.samoa.travel/samoa-direct.
Matou te feutaga’i foi ma le Vaega o Tupe a le Pulega ile faamautinoina ua totogiina atu tupe
mo faletalimalo o loo faaogaina e tagata tafafao e ala atu ile matou upega tafailagi.
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7.7.3 Upega tafailagi
Ole upega tafailagi autu lenei a le Pulega www.samoa.travel e so’oso’o tauau uma ai itutino
eseese ale Pulega ma ole matou Vaega e gafa ma le tuuina o fa’amatalaga eseese e
fa’atatau ise faletalimalo. O nei fa’amatalaga e aofia ai ata, numera o telefoni, upega tafailagi
ale faletalimalo ma isi lava fa’amatalaga talafeagai. Nisi o faamatalaga faaopoopo, ole
matou Vaega foi olo’o gafa ma le fausiaina, puleaina poo le mata’ituina ma le tu’uina atu o
faamatalaga latamai e vaega uma nei:
•
•
•
•
Upegatafailagi a le Pulega (www.samoa.travel), (www.teuilafestival.com),
(www.misamoapageant.ws), (www.samoatourismexchange.ws,
(www.misssouthpacificpageant.ws)
Itulau ole Facebook (Miss South Pacific Pageant, Samoa Tourism, Miss Samoa Official
Page, Teuila Festival page)
Twitter Account (Miss South Pacific Pageant, Samoa Tourism, Miss Samoa Official Page,
Teuila Festival page)
STA youtube account (Samoa Tourism)
7.7.4 Masini Faaleoteleleo
O se tasi o auaunaga fou a le matou Ofisa, o le iai lea o masini e fesoasoani e fa’aleotele ai mi
folosaga ma nisi o faatinoga lea e gafa foi ma le Ofisa IT lona puleaina ma le va’ava’aia lelei
aua e le taugofie ia ituaiga o masini ma e tele se vaega tupe e alu ai pea faaaoga faavaitaimi
(hire). Tele foi lona aoga mo le faatinoina ose polokalame faamalositino a le Pulega ma ana
Paaga poo uo ma aumeamamae mo le sauniaina ole musika mo lenei polokalame faaautuina
i le u’unaia ole Soifua Maloloina o tatou Tagata faapea ai ma Turisi. Aoga foi lenei masini e
fesoasoani tele mo fonotaga aemaise faalauiloa a la Ofisa mo ana polokalame i fafo atu ma le
Ofisa.
7.8 FA’ALAUILOAINA O FA’ASALALAUGA, VA I FAFO MA FESO’OTA’IGA
O le fa’atumauina o tatou paaga faipisinisi, ua logoina le atunu’u ma fa’asasalaluga o
taualumaga a le Pulega ina ia fa’amautinoa le o’oo’o ole feau “TURISI MO SĀMOA’. O le
matāfaioi lea o le PA a le STA. O le tiute ale Vaega Faufautua mo Faiga Faavae ole fausiaina,
faatinoina ma le u’unaia o polokalame tau fa’asasalauga fuafuaina e aofia ai pisinisi ma atinae
a le STA. O se polokalama o fa’asalalauga aogā lenei e aogā I fa’asalalauga o le lotoifale ma
le vāifafo, alalafaga fa’apea alamanuia o turisi I le atunu’u ma le lalolagi ma tagata fai
saofaga ma so’o se talafou ma fa’alauiloaga o gasologa a le vaega o turisi ma ona tulaga
manuia mo le tamāoaiga lautele o Sāmoa. E aofia ai fa’asalalauga I tusitala ma fonotaga,
polokalama I le televise [TV1 LALI/TV3 FM], talafou I le initaneti ma fetusiaiga. O le vaega tau
fa’asalalauga feso’otaiga e aofia ai feagaiga autū ma fa’atalanoaga ma alalafaga, tagata
ma vaega faapitoa, e pei ona manaomia e Pulega I taumafaiga e feso’otai atu savali tāua
tauturisi I tagata lautele.
O isi taumafaiga a le STA e fa’ateleina le fa’ailoaina I fa’asalalauga fa’apisinisi e pei o televise,
leitio, upegafeso’otai I le ea, nusipepa ma fa’aaliga lautele ma fa’alauiloaga, ae maise le
fa’alauiloaina o le Faamatagofieina o Samoa lea e i lalo o le taitaiga a le NBC. E fa (4) ni
faasalalauga faalauiloa sa mafai ona tuufaatasia e le Vaega a le PA mo le tausaga faaletupe
2012/2013 (2 e faatatau I le faamamaina o Samoa ma le 2 e faatatau I le ova o pasese totogi I
taavale ave pasese.
E vaaia foi e le PA le fausia, fa’afouina ma le fa’amauina o le fa’asasalauga lava e tasi a le STA
ma le nofoaga autū o fefa’atauaiga o lo’o lelei le fa’aaogāina I le auina atu o fa’amatalaga e
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le gata I le STA ae fa’apea foi le pisinisi o le lotoifale I fa’asalalauga fa’avaomālō ma le turisi
fefa’atauaiga a le lalolagi. O le vaega o fa’amatalaga ua iai pa’aga e 2000. E auauna atu
lenei vaega o fa’amatalaga e fa’ailoa atu I matagaluega o le lotoifale gasologa o le
siosiomaga lautele o turisi ma faailoa avanoa e ono faateleina ai le faalauiloaina o tupe mama
mo le pisinisi o le lotoifale. E fa’aaogaina lenei vaega ma fa’amatalaga e faia se faiga
fa’aupegafeso’otai mo le aufaisaofaga o mea tau turisi ua matua fa’amanuiaina lava. O se
faitotoa ua faasalalauina ai e le STA e le gata I le au faisaofaga ae faapea foi I so’o se tasi e
fiafia ai I matāgaluega lautele ma tutoatasi foi. E 12 tusitusiga tuufaatasi (Circulars) sa faapea
ona mae’a ona tusia, tuufaatasia ma tufatufaina atu e le Vaega o le PA e le gata I paaga tau
initaneti e ova atu I le 2000, ae faapea foi ona atili faailoa faalauaitele atu e Tusitala e ala I
latou nusipepa, talafou I leitio ma le televise e le gata I totonu o Samoa ae faapea ma atunuu I
tfafo. E ova atu ma le 25 tusitusiga faalauiloa sa faapea ona tusia ma tapena e le Vaega o le
PA e faailoa atili atu ai galuega faatino a le Pulega o loo faatino faapea ma vaega eseese o le
alamanuia o le Tagata tafafao maimoa mai.
E fitoitonu foi I le Vaega ale PA le fa’atulagaga o vaega fa’atekinolosi I itu eseese e pei o le
fausia o tulaga ma fa’atuina o uaealesi ma polokalama mo fa’asalalauga mai fafo o lo’o
asiasia Sāmoa I lalo o le Authority Media Visit Campaign. O se vaega tāua tele lenei ona e
fatupu ai se malosiaga o le galulue so’oso’otau’au I le va o matāgaluega a le PA AOMR ma a
latou tagata fa’apa’aga. E saunia I taimi uma le matāgaluega a le PA e tali atu I fesili mai
fa’asalalauga o le atunu’u ma le lalolagi e tusa ai ma matāupu tauturisi a Sāmoa ma e ono
a’afia sao lava ma le STA. E silia ma le 10 vaega tau Tusitala mai Niu Sila, Ausetalia, Amerika ma
Europa sa asiasi mai I Samoa, sa faapea ona fesoasoani malosi ai le Vaega a le PA I le Vaega
tau le Maketi a le STA.
E galulue faatasi foi le au faalauiloa ma le au fai polokalame tetele mo Samoa I totonu o le o
lenei Vaega aua le faagasologa lelei o Polokalame faapitoa o loo ta’imua ai le STA pe o loo
fesoasoani malosi ai foi.
8.0 VAEGA O TUPE MA AUAUNAGA LAUTELE
FAATOMUAGA
O le Vaega o Tupe ma Auaunaga Lautele a le Pulega o Tagata Tafafao Maimoa, o le vaega
lenei e feagai ma le fa'asoasoaina ma le saunia o lipoti mo mataupu tau tupe, galuega fa'atino
i totonu o le ofisa, faapea ai ma le aufaigaluega a le Pulega e tusa ai ma tulafono fa'ata'atitia a
le Malo e limata'ita'iina ai galuega a ana matagaluega ma pulega, faapea ai ma nisi o
tulafono ma aiaiga faale-va-o-malo. O lenei vaega, ua ta'ua o le vaega lagolago mo Vaega
Autū a le Pulega.
8.1 LIPOTI O LE TUPE
8.1.1 Tala o le Tupe 2013 - 2014
Ua tu'uina atu faatasi i totonu o lenei lipoti faale-tausaga a le Pulega Tagata Tafafao Maimoa,
le Tala o le Tupe mo lenei tausaga faale-tupe mai ia Iulai 2013 ia Iuni 2014.
I le fa'aiuga o le suegā tusi a le Pulega sa faia e Lesa ma Penn CPA na maua ai fa'aiuga nei:
•
O lo'o fa'amaonia le sa'o ma le talafeagai o lipoti mo le tausaga faale-tupe fa'aiuina Iuni
30, 2014.
42
•
•
O lo'o fa'aauauina pea ona tausia e le Pulega tulafono faa-le-va-o-malo e ta'ita'iina ai
galuega fa'a-tausitusi i le tapenaina lea o ana lipoti fa'ale-tupe faapea ai ma le Tulafono
Kamupani 2001 ma le Tulafono mo le Puleaina o Tupe 2001 a Samoa .
E le o iai ni fa'aletonu i mataupu tau tupe faapea ai le tausiina o tusi.
8.1.2 Auala e Fa'atautaia ai le Fa'aaogāina o Tupe a le Pulega
Sa fa'amaonia e le au su'etusi i lā latou su'egatusi le mautū o ta'iala po'o tulafono o lo'o iai a le
Pulega, mo le fa'atautaia ma le va'aiga lelei o le fa'aaogāina o tupe ma meatotino a le Pulega.
E mata'itūina foi e le Pulega ia tulafono i taimi uma, ma toe fa'aleleia atili nisi vaega pe ā
mana'omia. O lo'o fa'aaogāina foi e le Pulega se polokalame fa'akomepiuta (MYOB) mo le
saunia vave o lipoti manino tau tupe ma o lo'o fesoasoani tele foi lenei polokalame i le tausiina
lea o tulafono a le Pulega.
8.2 TUPE
I le faaiuga o le tausaga faale-tupe o loo lipotia ai se faasiliga o tupe maua i tupe fa’aalu e
$441,167, (2012/2013 faasiliga tupe fa’aalu nai lo tupe maua ($290,266). O le faasiliga o tupe
fa’aalu sa iai i le tausaga ua mavae sa tula’i mai ona o ni faalauiloa ma faatosina fa’aopoopo
na faia i maketi i fafo ina ua mae’a ai le afa o Eveni.
8.3 ILOILOGA O LE TALA O TUPE
O lo’o fa’aali mai i le lipoti le tulaga lelei o le Tala o Tupe a le Pulega pe a fa’atusa i le
fa’aletonu o le tausaga ua tuana’i ona o le afā o Eveni; ua fa’aitiitia aitalafu tau fefa’atauaiga
mai le $992,483 i le tausaga ua tuana’i i le $400,977 mo le tausaga nei. O le mafua’aga o le
telē ai o lenei aofaiga mo aitalafu o le tuai lea ona oo mai i le Pulega o pili a maketi i fafo mo le
masina o Iuni lea na fa’atoa maua mai ma totogi uma i le masina o Iulai.
O le faasiliga o tupe maua i tupe fa’aalu i le faaiuga o le tausaga faapea ai ma le fa’aitiitia o
aitalafu mai fefa’atauaiga a le Pulega, o se ata vaaia lea o galuega a le Komiti Faatonu ma le
Pulega e fa’amamā aitalafu mai le tausaga ua tuanai ma faatino lelei galuega a le Pulega mo
le tausaga i tupe ua maua.
O lo’o atagia foi le tulaga lelei o le tala o tupe a le Pulega mo le tausaga i le lelei o le faasiliga o
aseta fa’avaitaimi i aitalafu fa’avaitaimi (current ratio) i le .70 pe a fa’atusa i le .20 i le tausaga
ua mavae. O lona uiga mo le $1 o le aitalafu ua siitia atu i le .70sene e mafai ona totogiina nai
lo le .20 sene o le tausaga ua tuana’i.
O le aitalafu o loo lipotiina mo le Vagst a le Pulega o le faaiuga lea o se iloiloga sa toe faia e le
Matagaluega o Tupe Maua mo tausaga 2008-2012; o le vaitaimi lea a o tālia e le Pulega se
famaoniga mai le Matagaluega o Tupe Maua i le faiga e fai ai tupe e totogi atu e le Pulega i
maketi i fafo i tulaga tau lafoga. Ua iai nei se maliega a le Pulega ma le Matagaluega o Tupe
Maua i le auala e fa’amamāina ai lenei aitalafu i le tausaga fou ma fa’atino uma galuega a le
Pulega mo lea tausaga.
E laititi atu nai lo le 1% na siitia ai Tupe Maua a le Pulega mo le tausaga pe fa’atusa i le tausaga
ua tuana’i (99% mai le Malo, ma le 1% mai lesitala a le Teuila, tupe maua mai le Booking Engine
ma Isi).
O Tupe Fa’aalu e 5% na fa’aitiitia ai pe a faatusa i le tausaga ua tuana’i. I le aofaiga atoa o
tupe na fa’aalu a le Pulega mo le tausaga, 60% na fa’aaogaina mo galuega tau maketi ma
fa’alauiloa i maketi i fafo, totonu o le Pasefika fa’apea ai ma Samoa, 9% na fa’aaoga mo isi
43
galuega sa fa’atino e le Pulega mo le Malō, ma le 31% o totoe sa fa’aaoga mo galuega a le
Vaega Tau Faiga Faavae a le Komiti Faafoe, Vaega Fuafuaga ma Atina’e, Vaega Su’esu’ega
ma Fa’amaumauga faapea ai ma le Vaega o Tupe ma Auaunaga Lautele.
Sa lipotia se fa'asiliga o tupe maua nai lo tupe fa'aalu a le Pulega i le fa'aiuga o le tausaga
fa'ale-tupe. (2014 $441,167) 2013: ($290,266).
8.4 VAAIGA LAUTELE I LE AUFAIGALUEGA A LE PULEGA
8.4.1 Aufaigaluega
E 69 tagata faigaluega a le Pulega mo le tausaga faale-tupe 2013/2014 aofia ai ma sui o le
Pulega i Niu Sila. Ua iai se fa’aopoopoga laititi o tagata faigaluega fa'atusatusa i le tausaga
fa’atoā tuanai atu. O le pasene o tagata na tuua le Pulega ua pau laititi mai 13.64% mo le
tausaga ua tuanai atu i le 10.45% i le tausaga faale-tupe lenei.
O le auiliiliga lenei o le aufaigaluega i vaega taitasi:
VAEGA A LE PULEGA
Vaega o Fautua tau Faiga Faavae o le Komiti Faafoe
Vaega Maketi ma Faalauiloa
Vaega o Fuafuaga ma Atina'e
Vaega Su'esu'ega ma Faamaumauga
Vaega o Tupe ma Auaunaga Lautele
Aofa'iga o le
aufaigaluega
9
14
17
6
23
8.4.2 Aufaigaluega Faamavae
E to’avalu (7) le aufaigaluega na fa'amavae mo galuega i nisi fa’alapotopotoga.
8.4.3 Aufaigaluega Malolo Litaea
E le'i iai se isi o le aufaigaluega na malolō litaea i lenei tausaga fa'ale-tupe.
8.4.4 Maea o Konekarate
Na fa’amae’aina le konekarate 3 tausaga a Pativaine Petaia-Tevita ia Tesema o le tausaga
faale-tupe nei, ma ua toe fa’amanuiaina e toe fa'aauau lona tofiga mo le isi 3 tausaga.
8.4.5 Aufaigaluega Fou
E 11 tagata fou na fa'a-faigaluega e le Pulega i le tausaga e toe fa’atumuina avanoa a ē na
fa’amavae, fa'amalolō fa'apea ai ma ē ua si'itia ō latou tulaga i lenei tausaga; e aofia ai ma
nisi o avanoa fou na pasiaina e le Komiti Fa'atonu.
O tagata faigaluega fou e aofia ai le Pule o le Vaega o Fuafuaga ma Atinae, Ofisa Sinia mo le
vaega o Maketi ma Fa'alauiloa, Ofisa Sinia mo le vaega o Fautuaga Tau Faiga Fa’avae o le
Komiti Faafoe, Ofisa Sinia mo le vaega o Su'esu'ega ma Fa'amaumauga, 2 tagata Ofisa mo le
vaega o Maketi ma Faalauiloa, 1 tagata Ofisa mo le vaega o Fautuaga Tau Faiga Fa’avae o le
Komiti Faafoe, 2 tagata Ofisa mo le vaega o Fuafuaga ma Atinae ma le 2 sui mo le vaega o
lo'o nafa ma le fa'amatagofieina o Samoa(NBC).
44
8.5 A’OA’OGA I ATUNUU MAMAO
Na toe fa’amanuiaina foi le Pulega i lenei tausaga i nisi o valaaulia na tu'uina mai mo ni
a'oa'oga na faia i atunuu i fafo na auai atu iai nisi o le a'ufaigaluega.
O lo'o fa'amanino atu i lalo nei polokalame mo le silafia:
Atunuu sa faia ai
1
Nadi, Fiti
2
Guilin, Saina
3
Mataupu e faatatau iai le
aoaoga
A’oa’oga faaitulagi mo sui o
Ofisa o Tagata Tafafao
Maimoa.
Taimi na faia ai
Faatupeina
9 – 14 Setema 2013
Faatupeina e le
SPTO
Fonotaga lona 7 mo se
vaaiga aoao i tulaga tau i
fesuiaiga o faamaumauga o
tagata tafafao maimoa.
21 – 23 Oketopa
2013
Faatupeina e le
Pulega o Tagata
Tafafao Maimoa
Aukilani, Niu Sila
A’oa’oga I tulaga tau
puleaina ma le atinaeina o
pisinisi tau Tagata Tafafao
Maimoa
23 Setema – 18
Oketopa 2013
Faatupeina e le SPTO
ma le Pulega o Tagata
Tafafao Maimoa.
4
Nadi, Fiti
A’oa’oga faaitulagi mo
Faiaoga mo le vaega tau
Tagata Tafafao Maimoa
11 – 15 Novema 2013
Faatupeina e le SPTO.
5
Indonesia
A’oa’oga e faatatau i tu ma
aganuu a le malo o Indonesia
10 Mati – 21 Iuni 2014
Faatupeina e le Malo o
Indonesia
6
Haikou, Saina
A’oa’oga faasemina mo le
atinae o Tagata Tafafao
Maimoa mo le atu Keripiane
ma le Pasefika
15 Me – 4 Iuni 2014
Saina
7
Okinawa, Iapani
A’oa’oga i le atina’eina o le
alamanuia o tagata tafafao
maimoa faapitoa mo le
siosiomaga.
9 April – 21 Iuni 2014
Faatupeina e le JICA
8
Harbin, Saina
A’oa’oga faasemina mo le
atinaeina ma le pulea lelei o
le alamanuia o tagata
tafafao maimoa ma le
siosiomaga mo atunuu tau
atia’e.
10 Iuni – 7 Iulai 2014
Saina
O sui o le ofisa na auai atu i nei polokalame sa filifilia e le Pulega e tusa ai ma aiaiga o
polokalame, a’o lei tuuina atu i luma o le Kapeneta mo le fa'amaonia. E silasila toto’a foi le
Pulega i le tulaga talafegai lelei o nei polokalame ma galuega o lo'o fa'atinoina ina ia aogā nei
polokalame mo le fa'aleleia o auaunaga a le aufaigaluega. E mulimulita'i foi le aufaigaluega i
le tapenaga o lipoti masani ma e moomia foi le fa'atinoina o se folasaga i le Pulega ma le
aufaigaluega i le taimi e toe taliu mai ai sui sa faimalaga i nei polokalame pe ā talafegai.
45

STA-Annual-Report-20..

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