Local hoteliers and tour operators will hit the Australian market in November as they make a major push to boost visitor numbers.

From 11 to 13 November, the Samoa Tourism Authority will take key operators on a roadshow through Brisbane, Melbourne, and Sydney to meet more than 150 Australian agents.

The roadshow will elevate Samoa’s profile as a premier travel destination and encourage Australian travel agents to actively promote visits to the country.

“The 2025 roadshow represents a vital opportunity for us to display Samoa’s diverse offerings,’’ said Losa Maia’i-Wallwork, Samoa Tourism’s Sales and Marketing Manager.

“We are committed to working closely with our travel partners to provide them with the tools and resources needed to effectively promote our stunning islands. By collaborating, we can ensure the success of this roadshow and inspire more Australians to explore the beauty of Samoa.’’

Wallwork added that selected influencers would be featured in each city to enhance the experience. These include former Miss Samoa Haylanni Kurrupu, Mykelti, Payne Haas, Boy Soda and Jaden Laing, who have 1.2 million followers on Instagram.

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

From January to July 2025, Samoa recorded 98,192 visitors, with 25 per cent from Australia and 47 per cent from New Zealand.

Currently, three airlines operate on the Australia-Samoa route: Virgin Australia, Qantas, and Fiji Airways, with additional travel options available through New Zealand via Air New Zealand.