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Country Highlights

Tourism Trends: American Samoa 2023 Insights

Some of the key aspects of the Tourism industry in the American Samoa Islands in 2023 are as follows:

  • Tourism contributes 20% of American Samoa’s GDP, generating over $150 million in 2022
  • Over 100,000 visitors in 2022; tourism employs 15,000 people (25% of total employment)
  • Only 10 hotels currently – potential for more accommodation like eco resorts
  • Opportunities in activities like watersports to showcase natural assets
  • Need more flights for better connectivity
  • Must promote globally through marketing campaigns and travel trade events
  • Diversify source markets beyond US, Australia, NZ to China and Europe
  • RFC can support through strategy, feasibility studies, marketing and capacity building. Our expertise can attract investors, develop infrastructure, enhance skills. A partnership with RFC can drive responsible tourism benefiting communities

Tourism is a key economic driver for American Samoa, contributing over 20% to GDP and employing one-quarter of the territory’s workforce. However, with reliance on a small number of source markets and accommodation options, the sector faces challenges in achieving its full potential for sustainable development. This report examines opportunities to diversify and strengthen American Samoa’s tourism industry through strategic partnerships and investment.

Opportunities for Growth

  • Developing eco-friendly resorts could attract new visitors and boost accommodation capacity
  • Improving air connectivity through additional flight routes would increase accessibility
  • Aggressive global marketing campaigns and participation in major travel trade events can diversify source markets and attract visitors from emerging economies like China and Europe
  • Promoting activities showcasing the islands’ natural beauty such as diving, sailing and hiking could drive tourism spending

Current State of Tourism

  • Visitor arrivals reached over 100,000 in 2022, generating $150 million in revenue
  • However, the industry remains heavily dependent on the US, Australia and New Zealand markets
  • Limited accommodation options, with only 10 hotels currently operating on the islands
  • Underexploited potential in activities like watersports leveraging American Samoa’s natural assets

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Featured Reports

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