Samoa's international arrivals in November 2024 totalled 19,524, reflecting a 5.9 per cent increase from the same month in 2023, according to the Samoa Bureau of Statistics. 

Visitor arrivals to Samoa stood at 12,996, a 1.1 per cent increase year-over-year, with the majority coming from New Zealand and Australia.

New Zealand continued to lead as the top source of visitors, accounting for 42.5 per cent (5,517 visitors), while Australia followed with 26.6 per cent (3,457 visitors). The strong visitor numbers were attributed to frequent flights between these countries and Samoa, along with significant Samoan expatriate communities maintaining travel ties. "The majority of visitors from these countries travelled for holidays and vacations (5,908 visitors) or to visit friends and relatives (4,371 visitors)."

The United States contributed 7.8 per cent (1,020 visitors), while American Samoa accounted for 5.4 per cent (707 visitors). Asia showed steady growth, representing 7.9 per cent of total arrivals, with China leading at 448 visitors, followed by Japan with 78 visitors and Korea with 29 visitors. Samoa’s growing ties with Asian countries and increasing flight connectivity have likely played a role in this growth.

The largest proportion of visitors arrived for holidays and vacations (45.5 per cent), while 33.6 per cent travelled to visit family and relatives. Business and conference attendees made up 9.3 per cent (1,209 visitors), while sports-related travel remained low, with only 47 visitors arriving for such events.

While Oceania remains Samoa’s dominant tourism market, European visitors made up 2.9 per cent (375 visitors), with Germany and the United Kingdom being the leading contributors. With Samoa’s focus on diversifying its tourism economy, targeting long-haul markets with improved promotional campaigns and infrastructure may help expand its reach beyond its traditional base.

Samoa’s tourism industry continues to recover, with strong visitor numbers from New Zealand and Australia leading the way. Growth from the US and Asia signals new opportunities for expansion. With strategic planning and investment, Samoa is positioning itself as a key destination in the Pacific.