The Samoa Tourism Authority (STA) is excited to announce that a delegation of hoteliers and tour operators from Samoa will be traveling to Australia for the upcoming Australia Roadshow 2025, scheduled from November 11-13. This roadshow will take place in three major Australian cities: Brisbane, Melbourne, and Sydney. Although Adelaide will not be included this year, we anticipate this event will be one of the largest, with over 150 Australian agents already registered to attend.
STA has designed a comprehensive three-day program to showcase the offerings of 20 local tourism businesses, providing an excellent platform for business-to-business meetings with agents from across Australia. The primary goal of the roadshow is to elevate Samoa’s profile as a premier travel destination and encourage Australian travel agents to actively promote visits to our beautiful islands.
Losa Maia’i-Wallwork, Sales and Marketing Manager, highlights the significance of the connections made during this event. “The 2025 roadshow represents a vital opportunity for us to display Samoa’s diverse offerings. 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,” said Maia’i-Wallwork.
Wallwork also added that selected influencers will be featured in each city and will enhance the experience. They will create engaging content about the roadshow, interviews with both sellers and buyers and share on their platforms, such as former Miss Samoa Haylanni Kurrupu. Mykelti, Payne Haas, Boy Soda and Jaden Laing, who have the highest followers of 1.2 million on Instagram.
“We believe the influencers’ involvement will generate excitement among participants and provide valuable connections for Australian agents in future digital marketing campaigns when promoting the destination.” Maia’i – Wallwork.
Australia is one of Samoa’s key markets, ranking as the second-largest source of visitors after New Zealand. According to STA’s data from January to July 2025, a total of 98,192 visitors were recorded, with 25% coming from Australia and 47% 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.
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