Samoa Tourism Still Smiling
Over 100 delegates gathered for the Samoa Tourism Exchange in Apia on Friday. The Exchange had 3 working sessions - 1. Tourism Impact of the Tsunami, 2. The View from Abroad, and 3. The Way Forward. Top: Samoa Deputy Prime Minister and Minister of Tourism Hon Misa Telefoni Retzlaff opens the Exchange. Below Samoa Tourism Authority CEO Sonja Hunter and Samoa Hotel Association CEO Nynette Sass wrap up the action points. PATA contributed significant expertise to the event, which was facilitated by south-pacific.travel CEO Tony Everitt. Thanks to Aggie Greys for looking after overseas speakers.
The Minister of Tourism noted that tourism accounts for about 30% of Samoa’s GDP, ie. about 300 million tala of the 1 billion tala economy. Coincidentally, the damage caused by the tsunami is estimated at about 300 million tala - equivalent to a whole year of tourism earnings.
Sinalei’s Joe Anandale suggested to delegates that the disaster represents an Opportunity for a New Start. Koroseta Legalo from Faofao Beach Fale talked about the need for adequate Preparedness. Sili Apelu from Taufua Beach Fale talked about finding the Confidence to Return. Samoa Hotel Association’s Nynette Sass noted Gaps in the Response Plan. Particularly the need for more sirens was noted, and the need to take drills seriously.
PATA’s Chris Flynn described the organisation’s work in disaster recovery in South East Asia with Project Phoenix and work after the Indian Ocean Tsunami. Hotel Insel Fehmarn’s Adele Kruse suggested PATA set up a Task Force to do something similar for Samoa. Chris also outlined plans for TIDES.
Travel Agents Association of New Zealand Chief Executive Paul Yeo noted 1. there is no historical basis to suggest that kiwis will modify their plans to visit Samoa in the medium term in view of what has happened, 2. coordination of post-crisis communicatons is critical, and 3. there needs to be a planned re-entry to the market - timing is important.
Samoa Tourism Association’s Suifua Faamatuainu, Eira Elisara, Mativa Imo, Dwayne Bentley, Fasitau Ula, and Papalii Lorenzo McFarland presented surveys on damage to tourism infrastructure which demonstrated that the vast majority is still operational, and noted the new soft-sell Samoa Still Smiling recovery campaign.
In terms of the rebuild, it was noted that there is an opportunity to become more environmentally friendly. Greenlight Technology Group’s Chris Andrew suggested targets be set for all accommodation hot water to come from solar and all tourism ground transport to run on biodiesel. He noted Clean Me, Green Me, Fiji Me and urged a push towards Sustainable Samoa. Australia-based tourism branding expert Donna Meredith noted that successful brands need to be authentic and come from the heart.
The Upolu southern coast clean up was noted as a priority to enble tourism to get back to normal. Japan has apparently offered help in this area and Ministry for Environment CEO Tauleleausumai Laavasa Malua noted plans in place to improve care for Samoa’s environment.