Pacific Magazine > Daily News

Tourist Industry Backs New Visitors Bureau

By Fili Sagapolutele in Pago Pago
Sunday: May 04, 2008

With the recent establishment of a visitor’s bureau, Gov. Togiola Tulafono and tourism industry representatives now hope American Samoa can tab into a multi-million dollar tourist industry that has benefited other Pacific Island countries.

Togiola signed into law on Apr. 25th legislation establishing the American Samoa Visitor’s Bureau, or ASVB, as a semi-autonomous agency of the government that will promote the territory as a tourist destination. In approving the ASVB bill, Togiola informed lawmakers this week that it’s his belief that this measure represents a more serious approach to tourism.

“Tourism is a multi-million dollar industry that the territory can certainly take advantage of,” he said. “With the proper mechanism in place, we can realize our full potential in a relatively short span of time.”

The America Samoa Chamber of Commerce says the local tourism industry has been stalled for many years and with this new bureau, American Samoa can look forward to a new alternative to economic development.

“We are very supportive of this proposal because tourism development is very important to the Territory and we feel tourism development has been lagging behind and we have not done enough, given the importance of a strong tourism industry for the economy,” said Chamber President David Robinson, who helped draft the visitor bureau bill.

“This is a very positive initiative and it will help strengthen the development of tourism in the territory.” “If well developed,” said Robinson, “tourism will become a serious contributor to our local economy through infrastructure development, employment and all the benefits that many other sections of our economy will enjoy from a fully developed industry.”

Robinson, general manager of a local major food importer, also co-chairs the Governor’s Economic Advisory Council, charged with finding alternative economic development, which includes tourism. American Samoa is far behind other Pacific Islands tourism destinations.

For example, in 2006 the number of tourists stood at 7,762 with visitors from the U.S. comprising about 52 percent, followed by New Zealand with 30 percent and Australia at 9 percent, according to the local Department of Commerce statistics. In 2005 tourist numbers reached 7,027 and the U.S. remained the top source of tourist. Statistics for 2007 are not available.

According to the government the current room capacity in the territory is a little over 200, with 100 rooms at Tradewinds Hotel while the rest is provided by smaller hotels/motels and bed and breakfast accommodations. The hotel industry has also thrown its support behind the new bureau.

“This is a very positive and effective step forward for American Samoa’s tourism industry,” said Dave Haleck, president of the Haleck family owned Tradewinds Hotel.

The Halecks also own South Pacific Express (or SPEX), an Apia-registered airline that operates scheduled flights between American Samoa and Samoa. “Tradewinds Hotel and SPEX were created to provide a way for tourists and guests coming to American Samoa to relax and enjoy our beautiful islands and our culture and be treated with the best customer service we can offer,” he said.

According to the new law, the bureau will be the leading agency “for the promotion of the territory as a tourist destination.” It states that the bureau would facilitate “the development of a competitive and profitable tourism industry, through the creation of tourism sensitive policies, and regulating tourism as it impacts Samoan culture and way of life.”

The bureau shall encourage, promote and support the development of tourist traffic within the territory, as well as training and educational development, and engage in research and planning. The entity may also engage in advertising and sponsorship or any other former of publicity in order to further the goal of the tourism development act. The bureau will replace the Office of Tourism, which is currently under the local Department of Commerce (DOC). The governor has yet to announce a specific budget for the new bureau.

The bureau will be governed by a seven member board of directors, with four from private sector (including the Chamber and tourist industry) and three from the government.

Utu Abe Malae, president of the government-owned Development Bank of American Samoa, has been pushing for solid tourism development in the territory and he applauds the establishment of the bureau.

“The bureau is a good thing because it will allow the private sector to participate more in decision making and the marketing of American Samoa. A tourism plan is in order,” said Malae. “As with most new organizations, competent management will make the difference between success and failure at the authority,” said Malae.

The bureau will be managed by an executive director, hired by the board. Robinson said three of the four members from the private sector have been selected and their names is with the governor for review.

“Once the governor makes the official declaration of the new bureau, then the board can go ahead and start advertising for an executive director, to oversee the bureau,” said Robinson. “Recruiting the director needs to be done as soon as possible because it may take a couple of months to hire someone.”

Tourism and government representatives are hopeful that creating the bureau will help promote American Samoa as a stop for cruise ship sailing the South Pacific region. “Cruise ships are a big business and this is another way of attracting more visitors to the territory, although these visitors are only here for a certain amount of hours,” said Robinson.

According to the government, visitors who arrive on cruse ships are considered transit passengers, not tourists. However, they say cruise ship visitors’ numbers continue to increase every year.  In the calendar year 2006, five cruise ships with 10,992 passenger and crew arrived in the territory. Between Feb. 7 and May 22, 2007 six cruise ships visited the territory with a total passenger and crew count of 11,565. Figures for the remainder of 2007 were not available. For 2008 nine ships are scheduled to visit Pago Pago.

One of the bureau board members represents the cruise ship sector. The member could be either a local or from off-island.  One of the initiatives for the bureau is to concentrate on the cruise ship business - looking after tourists on their arrival by developing ways for tourists to enjoy and experience the Samoan culture, said Robinson.

There is also a call in American Samoa for the bureau to work closely with the Samoa Tourism Authority in neighboring Samoa, where tourism has flourished. This was also recommended last year in a report by the Future Political Status Study Commission.

Robinson said that this is one of the responsibilities of the bureau’s executive director is to coordinate working relations with Samoa.

“It’s a must to work together with Samoa in various areas including promotion and marketing,” said Robinson.

Haleck added, “Samoa’s main industry is tourism and the bureau should work closely with Samoa in order to also promote American Samoa the tourists already heading to Samoa.”