The Samoa Tourism Exchange 2025 officially opened on Wednesday evening at the Samoa Tourism Cultural Village, with Prime Minister Fiame Naomi Mata’afa delivering a powerful keynote address that set the tone for the event.
Fiame welcomed international delegates, local tourism operators, and key stakeholders, expressing her delight at hosting the event under the theme, Resilient Tourism and a Sustainable Future.
“The theme could not be more fitting as we navigate the ever-evolving landscape of global travel while safeguarding the natural and cultural heritage that makes Samoa unique,” Fiame said. “Tourism is not just an industry; it is now a key part of who we are as a community.”
Adapting to Global Challenges
Fiame spoke candidly about the challenges Samoa’s tourism industry has faced in recent years, including natural disasters, climate change, evolving travel trends, and global crises. She emphasized the need for adaptation and innovation, urging industry players to turn obstacles into opportunities.
“Resilience in tourism is not merely about withstanding challenges,” Fiame said. “It involves thriving in the face of adversity and turning obstacles into opportunities. It requires a collective effort to invest in smart infrastructure, empower local communities, embrace digital innovation, and adopt sustainable practices.”
She highlighted that sustainability is no longer a choice but a necessity, encouraging tourism operators to prioritize eco-friendly initiatives and respect traditional Samoan ways of life.
“As we welcome visitors, we also entrust them with the responsibility to cherish and protect our islands—this is the essence of sustainable travel,” she added.
The Power of Storytelling
Addressing international agents and wholesalers, Fiame underscored the importance of authentic storytelling in promoting Samoa as a travel destination. She described every visitor as an opportunity to share Samoa’s vibrant culture and traditions.
“When we tell our stories authentically, we invite the world to experience the warmth of our ‘aiga’—our family, our people, and our island home,” she said.
Acknowledging Support
Fiame acknowledged the support of the Government of New Zealand through the Samoa Tourism Resilient and Recovery (STRR) Program, which helped bring the event to life. She also thanked the event’s main sponsors, Fiji Airways and Air New Zealand, for enhancing the experiences of all delegates.
“The contributions of all our sponsors, particularly our main sponsors, Fiji Airways and Air New Zealand, are invaluable in making this event a success,” Fiame noted.
Officially Opened
Fiame concluded her address by officially declaring the Samoa Tourism Exchange 2025 open, expressing her best wishes to participants for productive discussions and collaborations.
“I am pleased to declare the Samoa Tourism Exchange 2025 officially opened and wish you well in your deliberations. Soifua ma ia manuia,” she said.
The Samoa Tourism Exchange 2025 is set to be a platform for networking and growth, providing opportunities for local operators to connect with international markets while promoting sustainable tourism practices in Beautiful Samoa.
