Samoa experienced a surge in international arrivals in December 2024, recording a 59.4 per cent increase compared to the previous month. 

According to the latest data from the Samoa Bureau of Statistics, 31,119 travellers arrived in the country, marking a three per cent rise compared to December 2023.

This significant increase suggests that December remains a peak travel season for the Pacific island nation, likely driven by holiday festivities and family reunions. Of the total arrivals, 95 per cent travelled by air, while the rest arrived by sea.

New Zealand continues to dominate as Samoa’s leading source of visitors, contributing 48.4 per cent (11,039 visitors) of total arrivals. Australia followed with 6,721 visitors (29.4 per cent), while the United States and American Samoa accounted for 7.3 per cent (1,675 visitors) and 5.4 per cent (1,224 visitors), respectively. 

However, despite the overall increase in visitor numbers, the report noted a 4.4 per cent decline in arrivals from the USA and a 3.9 per cent drop in Australian visitors compared to December 2023.

The data also reveals a strong preference for family-based accommodations. A staggering 71.8 per cent (16,020 visitors) stayed with family or in private residences, while only 17 per cent (3,790 visitors) opted for hotels or motels. This trend underscores the deep familial connections between Samoan residents and their relatives abroad, many of whom return home for the holidays.

When it comes to the purpose of visit, visiting friends and relatives remained the leading reason for travel, accounting for 11,331 visitors, compared to 8,959 holiday and vacation travellers. Business travellers made up 1,061 arrivals, while those attending sports events numbered only 12 visitors.

Air travel remains the primary mode of entry into Samoa, with Air New Zealand carrying the highest share at 43.1 per cent (13,412 passengers). Fiji Airways followed with 20.4 per cent (6,334 passengers), while Qantas, Samoa Airways, and Virgin Australia also contributed significantly to passenger arrivals.

The data indicates that Samoa continues to be a key destination for returning families, holidaymakers, and business travellers alike.