The Samoa Tourism Exchange returned in 2026 with close to 100 international trade partners descending on the island nation for two days of business meetings, relationship-building, and first-hand destination experiences.
Travel Weekly caught up with three Australian travel buyers on the ground to find out what they’re taking home.
At the bottom of a Samoan crater, the world finally went quiet
Kristy Moore – Business travel manager at Travel Moore
Q:What have you thought of Samoa?
A: It’s amazing. Such a beautiful place. The people are friendly. All the staff at all the resorts have looked after us – we’ve been taken care of. We really are VIPs on this trip.
Q: And what’s been the highlight of your trip?
I don’t know if I can just pick one highlight, but especially today – the first day of the STE conference – getting to meet the actual suppliers one-on-one and having the time to really talk to them, to find out more about their properties and what’s going to help my business. It’s been amazing. I’ve actually come away with three individual contracts. I’ve got suppliers coming to my conference and my Expo later in the year, and we’re already offering prizes as well. I’ve also already set up my next retreat here!
Q:And knowing the Aussie market so well, what do you think Samoa offers Australian travellers?
A: A piece of paradise, and especially now that Fiji Airways flies direct from so many places. I’m from Cairns and they fly direct from there, so it’s much easier to access. People don’t have to fly to the major cities to get out here. So, Fiji Airways – hey!
Mandi Forrester-Jones – Viva Travel/Viva Destination Weddings
Q: What are your initial thoughts on Samoa?
A: It’s not my first time here – it’s been well over 15 years. It has changed quite a bit. The hotels seem a lot more organised and much more in line with the current market than they used to be.
Q: How different is it from 15 years ago?
A: I think the hotels have really got their act together, which is great. I mentioned to someone earlier that Fiji is a fly-and-flop destination – there’s so much choice, and if you get it wrong, you’re wrong. Samoa is more of a deliberate choice. You’re looking at least two flights to get here, it’s a longer journey, so you’re committing to a longer stay. You don’t have that mass tourism infrastructure like Fiji, but what you do have is culture, things to do, genuine interest. It draws a different kind of traveller.
Q: What kind of travellers do you think Samoa suits?
A: Definitely the older crowd looking for culture and special interest – but I wouldn’t dismiss younger travellers either. There’s a growing number who want something different, not just sunshine and a sunbed.
Q: What’s been the highlight of your trip?
A: Honestly, just seeing everyone again. I haven’t had one thing stand out above the rest – it’s really been the people.
Robyn Henderson – Phil Hoffman Travel
Q: What’s been your standout experience from the trip?
A: The cultural experiences have been quite unique to this area – nothing like this in Australia. There’s also some really interesting birdwatching, nice snorkelling, and the nature in general is just beautiful. I’ll be honest, I’m terrible with water sports, so that’s probably an angle I’m missing! But the snorkelling here is apparently incredible – you can just swim out from the beach, no boat needed, and there are some really pretty fish down there. I know that’s a big drawcard for the Aussie market too, with the fishing and diving.
Q: What’s been the highlight for you so far?
A: The fire dancing. Getting to see all the performers up there doing their cultural show. It was really, really cool. It just made us feel so welcomed.
Q: What do you think Samoa could offer the Australian market right now?
A: A nice tropical getaway, especially coming into the Australian winter. The southern states are already feeling the cold, so I can imagine the appeal only gets bigger. The beach, the nature, and the people are just amazing.
EXCLUSIVE: Aussies attending Samoa Tourism Exchange skyrockets 300%
