Samoa recorded a 20% tourism surge from January to May 2025, with arrivals climbing from 21,962 to 26,806. Holiday travel dominated, accounting for 44% of visits, supported by high hotel occupancy rates like Tanoa Tusitala’s 70.4%. Visiting Friends and Relatives (VFR) tourism grew 12.2%, reflecting strong diaspora ties, while business travel rose 3.9%. With New Zealand leading arrivals, Samoa’s tourism sector shows resilience and strong future growth potential.