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Thrive PR+ Communications


Samoa stuns with timeless beauty as travel bubble hope builds

The islands of the South Pacific set sights on Australian travellers in anticipation of borders reopening

The Samoan Tourism Authority (STA) has commenced its campaign for Australians to add the island destination to the top of travel lists as soon as a Pacific travel bubble is given the green light.

In a stunning new 90-second video titled, ‘Beauty is Timeless’, the COVID-19 free nation is showing why its secluded natural landscapes and friendly aiga (family) will see the island jewel outshine other international destinations when the borders reopen.

It reminds Australians that they have something beautiful to look forward to, whether that be Samoa’s famous crystal clear waters, stunning waterholes, lush rainforest trails or pristine reefs that abound with marine life.

As one of the few nations without COVID-19, Samoa’s pristine shores are safe, secluded and less than seven hours away if travelling directly from Sydney. Travellers can escape their everyday surroundings to enjoy a world away.

While COVID-19 has shut down the country's biggest industry, Samoa hopes it won't be for too much longer. Last year, Samoa drew more than 160,000 visitors, with one in five of those from Australia.

With the majority of Samoa’s tourism hotspots and natural assets being owned by local families, it’s fair to say the impact of the pandemic is being felt across the nation.

STA is ramping up activity in Australia and New Zealand as they look to establish the foundations for a fast and flourishing recovery.

Samoa Tourism Authority CEO Fa’amatuainu Lenatai Suifua said the new campaign has been developed to remind Australians about the country’s beautiful scenery, adventurous experiences and unique spaces – available within a short six-hour flight from Sydney.

“It’s been a challenging few months, however, our aiga of operators remain in positive spirits. It’s been inspiring to see their resilience and we’re all excited to welcome back our favourite neighbours,” he said.

“We want to see tourists return as soon as possible, and as Australia is planning, we’re working hard to become part of the Pacific travel bubble.”

In its efforts to upscale marketing efforts across Australia and New Zealand, STA has engaged Australasia’s largest independent PR agency, Thrive PR + Communications, to support the rollout of various integrated campaigns to drive interest in Pacific travel and foster momentum for long-term tourism growth and investment.

Mr Fa’amatuainu said Samoa is feeling extremely positive about how it has responded to COVID-19, and that while its economy is heavily reliant on tourism, they have been extremely careful and considered about reopening given the country has not recorded any Coronavirus cases so far.

“We remain committed to establishing a travel bubble with Australia as soon as it can be safely done. Our principal concern is to ensure the health of Australians and Samoans is protected,” he said.

“Once travel recommences, health considerations will be at the forefront of all that we do and issues such as insurance, quarantine and testing measures will be agreed upon with the Australian Government.”


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