Visitor arrivals for November 2010 increased to a record 9,890 from 8,950 in November 2009. This strong growth was caused largely by very strong increases in visitors from New Zealand (13.7%) and Australia (30.8%). Over 75% of all visitors were VFR and holiday-makers.
Earlier in the year, the Samoa Tourism Authority signalled a strategic change in the lucrative Australian market. The months of significant ground-work, research, and collaboration which followed on the back of conditions promoting outbound travel, have been highlighted by the National Tourism Office as key to driving this strong growth.
In New Zealand, Samoa continues to perform strongly and has grown to become a preferred destination.