The Samoa Tourism Authority has extended its long-standing partnership with Representation Plus.
It has reappointed the destination marketing specialist to manage its marketing across Europe following a competitive tender process.
Representation Plus has served as the European office for STA for over 15 years, leading trade and consumer marketing and media relations efforts across the continent.
They have been instrumental in driving awareness and visitation to the South Pacific nation.
Data from 2024 shows an increase in visitor numbers from Europe of 33.8% compared to 2023.
Building on this momentum, the focus for 2025/26 is on increasing awareness through a comprehensive programme of trade and consumer activity.
Plans include participation in key trade shows and travel events across Europe, targeted training for travel agents, and media outreach.
A major highlight will be hosting European tour operators at the Samoa Tourism Exchange in spring 2026.
This fully hosted annual event offers agents the opportunity to explore the islands first-hand, inspect accommodation and new attractions, and connect directly with local DMCs and tourism providers.
Alison Cryer MBE, Managing Director at Representation Plus, said: “We are thrilled to continue our longstanding partnership with Samoa Tourism. Over the past 15 years, we’ve built a deep understanding of the destination and how best to position it in the European market.”
Key recent campaigns included consumer campaigns around the Rugby World Cup in 2023 and the Paris Olympics in 2024, as well capitalising on King Charles and Queen Camilla’s visit to Samoa for the Commonwealth Heads of Government Meeting, in October 2024.
Samoa Tourism also welcomed celebrity chef, Monica Galetti as brand ambassador to Samoa earlier this year.
Galetti’s visit is part of our ongoing commitment to enhancing Samoa’s visibility on the global stage, including the United Kingdom and Europe.
