ANNUAL REVIEW OF TOURIST ARRIVALS IN PACIFIC ISLAND ......In 2016, the UNWTO projected that international tourist arrivals will continue to grow at a sustained rate of 3.5% to 4.5%

ANNUAL REVIEW OF TOURIST ARRIVALS IN PACIFIC

ISLAND COUNTRIES

2015

November 2016

Report prepared by : Research & Statistics Division

Contacts : Elizabeth Ragimana ([email protected])

Jennifer Butukoro ([email protected]

Published by the:

South Pacific Tourism Organisation (SPTO)

PO Box 13119

Suva, Fiji

Telephone : (679) 3304177

Facsimile : (679) 3301995

Telex : 2306 FJ

Email : [email protected]

© Copyright 2016 South Pacific Tourism Organisation

November 2016

mailto:[email protected]



Contents

PREFACE ....................................................................................................................................... I

DEFINITION AND CONCEPTS ............................................................................................... II

1. Overview .................................................................................................................................. 1

2. Tourist Arrivals to Pacific ACP & SPTO Member Countries ........................................... 2

3. Market Performance ............................................................................................................... 5

Australian Market ............................................................................................................ 5

New Zealand Market ....................................................................................................... 6

USA Market ...................................................................................................................... 7

United Kingdom & European Market .......................................................................... 8

Japanese Market ............................................................................................................... 9

Chinese Market ..................................................................................................................................... 10

4. Destination Analysis ................................................................................................................ 11

America Samoa………………………………………………………………………………………..11

Cook Islands……………………………………………………………………………12

Federated States of Micronesia……………………………………………………….13

Fiji………………………………………………………………………………………..14

French Polynesia……………………………………………………………………….16

Kiribati…………………………………………………………………………………..17

Marshall Islands………………………………………………………………………..18

New Caledonia…………………………………………………………………………19

Niue……………………………………………………………………………………...20

Palau……………………………………………………………………………………..21

Papua New Guinea…………………………………………………………………….21

Samoa……………………………………………………………………………………22

Solomon Islands………………………………………………………………………..24

Tuvalu…………………………………………………………………………………...25

Vanuatu…………………………………………………………………………………26

Tables & Figures Table W1: World Tourist Arrivals by % Growth, 2015 .......................................................................................... 1

Table R1: Tourist Arrivals to Pacific ACP and SPTO Member Countries, 2015................................................. 2

Figure R1: Tourist Arrivals in Pacific ACP and SPTO Member Countries in 2015 ........................................... 3

Table R2: Tourist Arrivals in Pacific ACP and SPTO Member Countries by Source Market, 2015................. 4

Figure R2: Tourist Arrivals in Pacific ACP and SPTO Member Countries by Source Market, 2015 ............... 4

Table R3: Australian Tourists by Destination and Destination Share, 2015 ....................................................... 5

Figure R3: Destination Share (%) of the Australian Market.................................................................................. 5

Table R4: New Zealand Tourists by Destination and Destination Share,2015 ................................................... 6

Figure R4: Destination Share (%) of the New Zealand Market ............................................................................ 6

Table R5: USA Tourists by Destination and Destination Share, 2015 ................................................................. 7

Figure R5: Destination Share (%) of the USA Market ............................................................................................ 7

Table R6: UK & European Tourists by Destination and Destination Share, 2015 .............................................. 8

Figure R6: Destination Share (%) of the UK & European Market ........................................................................ 8

Table R7: Japanese Tourists by Destination and Destination Share,2015 ........................................................... 9

Figure R7: Destination Share (%) of the Japanese Market ..................................................................................... 9

Table R8: Chinese Tourists by Destination and Destination Share, 2015 ......................................................... 10

Figure R8: Destination Share (%) of the Chinese Market .................................................................................... 10

Figure C1: Tourist Arrivals in American Samoa by Source Market, 2015 ....................................................... 11

Figure C2: Tourist Arrivals in American Samoa by Purpose of Visit, 2015 ..................................................... 12

Figure C3: Tourist Arrivals in Cook Islands by Source Market, 2015 ............................................................... 12

Figure C4: Tourist Arrivals in Cook Islands by Purpose of Visit, 2015 ............................................................. 13

Figure C5: Tourist Arrivals in Federated States of Micronesia by Source Market, 2015................................. 13

Figure C6:Tourist Arrivals in Federated States of Micronesia by Purpose of Visit, 2015 ............................... 14

Figure C7: Tourist Arrivals in Fiji by Source Market, 2015 ................................................................................. 15

Figure C8: Tourist Arrivals in Fiji by Purpose of Visit, 2015 .............................................................................. 15

Figure C9: Tourist Arrivals in French Polynesia by Source Market, 2015 ........................................................ 16

Figure C10: Tourist Arrivals in French Polynesia by Purpose of Visit, 2015 .................................................... 16

Figure C11: Tourist Arrivals in Kiribati by Source Market, 2015 ....................................................................... 17

Figure C12: Tourist Arrivals in Kiribati by purpose of visit, 2015 ..................................................................... 17

Figure C13: Tourist Arrivals in Marshall Islands by Source Market, 2015 ....................................................... 18

Figure C14: Tourist Arrivals in Marshall Islands by purpose of visit, 2015 ..................................................... 18

Figure C15: Tourist Arrivals in New Caledonia by Source Market, 2015 ......................................................... 19

Figure C16:Tourist Arrivals in New Caledonia by Purpose of Visit, 2015 ....................................................... 19

Figure 17: Tourist Arrivals in Niue by Source Market, 2015 .............................................................................. 20

Figure 18: Tourist Arrivals in Niue by purpose of visit, 2015 ............................................................................ 20

Figure C19: Tourist Arrivals in Palau by Source Market, 2015 .......................................................................... 21

Figure C20: Tourist Arrivals in Papua New Guinea by Source Market, 2015 .................................................. 22

Figure C21: Tourist Arrivals in Papua New Guinea by Purpose of Visit, 2015 ............................................... 22

Figure C22: Tourist Arrivals in Samoa by Source Market, 2015 ......................................................................... 23

Figure C23:Tourist Arrivals in Samoa by Purpose of Visit, 2015 ....................................................................... 23

Figure C24: Tourist Arrivals in Solomon Islands by Source Market, 2015 ....................................................... 24

Figure C25: Tourist Arrivals in Solomon Islands by Purpose of Visit, 2015 ..................................................... 24

Figure C26: Tourist Arrivals in Tuvalu by Source Market, 2015 ........................................................................ 25

Figure C27: Tourist Arrivals in Tuvalu by Purpose of Visit, 2015 ..................................................................... 26

Figure C28: Tourist Arrivals in Vanuatu by Source Market, 2015 ..................................................................... 26

Figure C29: Tourist Arrivals in Vanuatu by Purpose of Visit, 2015................................................................... 27

I

PREFACE

The Annual Review of Tourist Arrivals in Pacific Island Countries in 2015 is the first

series published by the South Pacific Tourism Organization (SPTO). This report

presents a review of tourist arrivals in Pacific Island countries for the year ending 2015

with comparative analysis for the same period of the previous year.

Of the seventeen Pacific Island countries, only Nauru did not send all required data in

time for this publication, while Timor Leste and Tonga provided only partial data.

SPTO will continue its efforts to collect data from all member countries for inclusion in

the next annual report.

In addition to this annual publication, SPTO also produces:

the pocket-sized SPTO Facts & Figures

Air and Cruise Tourist Survey reports that have been implemented in some

selected member countries

Monthly Market Intelligence Newsletter

Quarterly Review of Tourist Arrivals

The statistics coverage for the Pacific Islands tourist arrivals improved significantly in

2015. The region recorded an overall tourism growth of 5.6% for the year. Lead tourism

destinations include Fiji with 38.2% share, Papua New Guinea at 10.1% and French

Polynesia standing at 9.3% share. Australia is the major market source for the region

and accounted for 32.3% share, followed by New Zealand at 18.8% and United

Kingdom and Europe at 10.4%. By purpose of visit, tourists on leisure or holidaying

dominated by 69%, whilst the second highest the business segment represented 14.5%

share.

South Pacific Tourism Organisation (SPTO)

PO Box 13119

Suva, FIJI

Telephone : (679) 3304177

Facsimile : (679) 3301995

Telex : 2306 FJ

Email : [email protected]


II

DEFINITION AND CONCEPTS The Regional Conference on Measuring Tourism held in Nadi in March 2014 under the

auspices of the South Pacific Tourism Organization (SPTO) agreed to adopt the

following definitions and terms recommended by the United Nations World Tourism

Organisation (UNWTO) and United Nations Statistical Office in the compilation of

tourism statistics:

The term ‘tourist’ describes a person visiting a country other than that in which he/she

has his/her usual place of residence for any reason other than following an occupation

remunerated from within the country visited.

The definition covers two categories of tourists, namely,

Tourist: Tourist staying in the country visited for at least one night and not more

than one year. However, the term ‘tourist’ is also used in the text of this

report interchangeably for better reading but with the same meaning.

Excursionist: Tourist who does not stay overnight in the country visited – this report

does not include this.

SOURCES OF INFORMATION All sources of statistical information contained in this publication are acknowledged at

the foot of each table – mainly the national statistical offices and national tourism

offices.

The source of information for tourist arrival statistics in all member countries is the

E/D(Embarkation/Disembarkation) immigration arrival card. All 17 PIC member

countries of SPTO have different E/D arrival card containing the required categories of

information, which help distinguish tourists from other passengers and compile

statistics according to the internationally accepted definitions and concepts to facilitate

inter-country comparisons. The Regional Conference on Measuring Tourism held in

Nadi in 2014 proposed the introduction of standard E/D Cards for Pacific ACPs and

SPTO Member Countries, however, these introductions have yet to be made.

1

1. Overview

World Tourist Arrivals

In 2015, the UNWTO reported a total of 1,184 million international tourist arrivals. This

signified an overall tourism growth of 4.4% from 2014, following six consecutive years

of strong growth. The positive outcome was mainly driven by robust global tourism

demand during the year1.

By UNWTO region, international tourist arrivals in the Americas, the Asia and the

Pacific and Europe showed the strongest growth, each rising by 5%, followed by

Middle East with 3%, whilst Africa fell by 3% over the year (see Table W1).

Table W1: World Tourist Arrivals by % Growth, 2015

Region 2015 (% Growth)

Africa -3%

Americas +5%

Asia & the Pacific +5%

Europe +5%

Middle East +3%

Source: UNWTO

For the Pacific ACP and the South Pacific Tourism Organization member countries,

growth in visitor arrivals accelerated further by 5.6% in 2015, following a 4.5% increase

in the preceding year. In terms of market sources, the region benefited largely from a

significant influx in Chinese tourists during the year. By market shares, visitor arrivals

from Australia and New Zealand continued to dominate the region with both

representing more than 50% of the total market shares in 2015.

In 2016, the UNWTO projected that international tourist arrivals will continue to grow

at a sustained rate of 3.5% to 4.5% with Asia and the Pacific and the American regions

leading the growth.

1 UNWTO, Tourism Highlights 2016 Edition

2

2. Tourist Arrivals in the Pacific ACP & SPTO Member Countries2

At the end of December 2015, the Pacific ACP and SPTO member countries3 received an

estimated total of 1,975,120 tourist arrivals. This signified a sustained 5.6% growth

against the previous year. Most of the Pacific ACP and SPTO member countries

registered positive movement in arrivals while American Samoa, the Federated States of

Micronesia(FSM), Kiribati, and Vanuatu recorded declines over the year. Vanuatu

showed the highest fall by 17.3% in tourist arrivals mainly due to the devastation of

tropical cyclone Pam in early 2015. See details in Table R1 and Figure R1.

Table R1: Tourist Arrivals to Pacific ACP and SPTO Member Countries, 2015

Destination 2014 2015 Absolute Change

% Change % Share

American Samoa 21,603 20,335 -1,268 -5.9 1.0

Cook Islands 121,458 125,132 3,674 3.0 6.3

FSM 35,440 30,240 -5,200 -14.7 1.5

Fiji 692,630 754,835 62,205 9.0 38.2

French Polynesia 180,602 183,831 3,229 1.8 9.3

Kiribati *5,111 4,353 -758 -14.8 0.2

Marshall Islands 4,876 6,311 1,435 29.4 0.3

New Caledonia 107,187 113,951 6,764 6.3 5.8

Niue 7,408 *7,707 299 4.0 0.4

Palau 140,784 161,931 21,147 15.0 8.2

PNG 191,442 198,685 7,243 3.8 10.1

Samoa 131,719 139,043 7,324 5.6 7.0

Solomon Islands 20,070 21,623 1,553 7.7 1.1

Timor Leste 48,986 61,037 12,051 24.6 3.1

Tonga 50,436 53,752 3,316 6.6 2.7

Tuvalu 1,416 2,402 986 69.6 0.1

Vanuatu 108,811 89,952 -18,859 -17.3 4.6

Total 1,869,979 1,975,120 105,141 5.6 100.0

Source: NTOs, NSOs and SPTO

Note: * SPTO estimates

2American Samoa, Peoples’ Republic of China, Cook Islands, Fiji, Federated States of Micronesia, French Polynesia, Kiribati,

Marshall Islands, Nauru, New Caledonia, Niue, Palau, Papua New Guinea, Samoa, Solomon Islands, Timor Leste, Tonga, Tuvalu

and Vanuatu 3 2015 data for Niue estimates only (i.e. 2015 Q3 data).

3

Meanwhile, Tuvalu registered the highest growth of 69.6% in tourist arrivals in 2015.

Fiji, Kiribati, Marshall Islands, New Caledonia, Palau, Samoa and Solomon Islands also

performed strongly, increasing by more than 5% in tourist arrivals during the year. By

percentage share, Fiji accounted for the highest with 38.2%, reflecting the country’s lead

tourism destination in the region. This followed by Papua New Guinea with 10.1%

share and French Polynesia at 9.3%, with the latter fuelled by surge in Japanese and

United Kingdom and European tourists.


Table R2 and Figure R2 show tourists’ arrivals in the region by source market with

China recording the fastest growth at 73.6% in 2015. Visitor arrivals within the Pacific

Islands, New Zealand and USA also grew strongly, while Other Countries posted a

moderate growth over the year. Only mild growths were noted for Australia, UK and

the Europe source markets. Other source markets for the region declined with the

largest fall originated from Other Asia by 11.2% during the year. In terms of market

shares, Australia and New Zealand continued to dominate the region and accounted for

50.3% of the shares, UK and Europe at 10.4%, USA at 10.1% while the other source

markets represented the remaining 29.2% share.

-30

-20

-10

0

10

20

30

40

50

60

70

80

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

%

Tou

rist

Arr

ival

s

Figure R1: Tourist Arrivals in Pacific ACP and SPTO Member countries in 2015

2014

2015

% Change

% Share

4

Table R2: Tourist Arrivals in Pacific ACP and SPTO Member Countries by Source

Market, 20154

Destination 2014 2015 Absolute Change

%Change % Share

Australia 598,693 600,931 2,238 0.4 32.3

New Zealand 311,173 334,429 23,256 7.5 18.0

USA 176,441 187,619 11,178 6.3 10.1

Canada 26,687 25,584 -1,103 -4.1 1.4

UK & Europe 191,539 192,699 1,160 0.6 10.4

China 87,576 152,020 64,444 73.6 8.2

Japan 85,792 77,986 -7,806 -9.1 4.2

Other Asia 123,031 109,291 -13,740 -11.2 5.9

Pacific Islands 130,317 139,128 8,811 6.8 7.5

Other Countries 39,308 40,644 1,336 3.4 2.2

Total 1,770,557 1,860,331 89,774 5.1 100.0


Note: Exclude Timor Leste and Tonga as data by source markets were not available

4 Figures in this table are for American Samoa, Cook Islands, Federated States of Micronesia, Fiji, French Polynesia,

Kiribati, Marshall Islands, New Caledonia, Niue, Papua New Guinea, Samoa, Solomon Islands, Tuvalu and Vanuatu.

-20

-10

0

10

20

30

40

50

60

70

80

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

%

Tou

rist

Arr

ival

s

Figure 2: Tourist Arrivals in Pacific ACP and SPTO Member countries

2014

% Share

2015

% Change

5

3. Market Performance

Australian Market

In 2015, a total of 600,931 Australian tourists visited the region marking a 0.4% growth

compared to 598,693 tourists recorded in 2014. The slight increase was mainly driven by

Australian tourists visiting Fiji, Marshall Islands, New Caledonia, Solomon Islands and

Tuvalu with the latter showing the highest growth of 62.5% during the year.

Meanwhile, Fiji continued to be the leading destination for these tourists and recorded a

share of 61.1% followed by Papua New Guinea with 15.2% share. Vanuatu, the third

largest destination for the Australian market posted a 7.7% share, a marked decline

from 10% share recorded in 2014. The remaining 16.0% was shared amongst the other

destinations. See details in Table R3.

Table R3: Australian Tourists by Destination and Percent Share, 2015

Destination 2014 2015 Absolute Change % Change % Share

American Samoa 863 711 -152 -17.6 0.1

Cook Islands 22,033 21,558 -475 -2.2 3.6

FSM 1,288 1,075 -213 -16.5 0.2

Fiji 349,217 367,273 18,056 5.2 61.1

French Polynesia 9,315 9,167 -148 -1.6 1.5

Kiribati 893 704 -189 -21.2 0.1

Marshall Islands 171 253 82 48.0 0.0

New Caledonia 18,065 20,926 2,861 15.8 3.5

Niue 662 620 -42 -6.3 0.1

Palau 1,279 1,055 -224 -17.5 0.2

PNG 93,433 91,368 -2,065 -2.2 15.2

Samoa 31,340 30,302 -1,038 -3.3 5.0

Solomon Islands 9,134 9,509 375 4.1 1.6

Tuvalu 192 312 120 62.5 0.1

Vanuatu 60,808 46,098 -14,710 -24.2 7.7

Total 598,693 600,931 2,238 0.4 100.0 * Palau figures include both Australia and New Zealand.


American Samoa 0.1%

Cook Islands 3.6%

FSM 0.2%

Fiji 61.1%

French Polynesia

1.5%

Kiribati 0.1%

Marshall Islands 0.0%

New Caledonia 3.5%

Niue 0.1%

Palau 0.2%

PNG 15.2%

Samoa 5.0%

Solomon Islands 1.6%

Tuvalu 0.1%

Vanuatu 7.7%

Figure R3: Destination Share of the Australian Market

6

New Zealand Market During the period under review, the region received 334,429 tourists from New Zealand. Compared to 2014, this market recorded a growth of 7.5%, equivalent to 23,256 visitors. The majority of these tourists visited Fiji accounted for 41.4%, while Cook Islands and Samoa registered shares of 25.1% and 18.5%, respectively. The other destinations represented the remaining share of 15% for the year. On market growth, Tuvalu witnessed the highest increase in New Zealand tourist arrivals, rising by 86.7% during the year. See Table R4 and Figure R4 for details. Table R4:– New Zealand Tourists by Destination and Destination Share, 2015


American Samoa 2,894 2,918 24 0.8 0.9

Cook Islands 79,959 83,977 4,018 5.0 25.1

FSM 301 286 -15 -5.0 0.1

Fiji 123,968 138,537 14,569 11.8 41.4

French Polynesia 7,136 6,344 -792 -11.1 1.9

Kiribati 453 345 -108 -23.8 0.1


New Caledonia 6,780 8,529 1,749 25.8 2.6

Niue 5,924 6,262 338 5.7 1.9

PNG 10,698 10,149 -549 -5.1 3.0

Samoa 55,097 61,736 6,639 12.0 18.5

Solomon Islands 1,406 1,451 45 3.2 0.4

Tuvalu 165 308 143 86.7 0.1

Vanuatu 16,293 13,422 -2,871 -17.6 4.0

Total 311,173 334,429 23,256 7.5 100.0

Note: Data not available for Nauru, Timor Leste and Tonga.


American Samoa

0.9%

Cook Islands

25.1%

FSM

0.1%

Fiji

41.4%

French Polynesia

1.9%

Kiribati

0.1%

Marshall Islands

0.0%

New Caledonia

2.6%

Niue

1.9% PNG

3.0% Samoa

18.5%

Solomon Islands

0.4%

Tuvalu

0.1% Vanuatu

4.0%

Figure R4: Destination Share (%) of the New Zealand Market

7

USA Market

During the year, the USA market registered an increase of 6.3% to 187,619 tourist

arrivals in contrast to 176,441 arrivals in 2014. This outcome was attributed to positive

growths in destinations such as Fiji, Samoa, French Polynesia, Kiribati, Marshall

Islands, Papua New Guinea, Vanuatu, Cook Islands, Solomon Islands and Tuvalu. On

market shares, Fiji and French Polynesia witnessed significant shares of 36.2% and

34.1% respectively whilst the remaining destinations represented 29.7% share during

the year. See details in Table R5 and Figure R5.

Table R5: USA Tourists by Destination and Share, 2015


American Samoa 4,622 4,487 -135 -2.9 2.4

Cook Islands 4,955 5,367 412 8.3 2.9

FSM 7,953 6,671 -1,282 -16.1 3.6

Fiji 61,924 67,831 5,907 9.5 36.2


Kiribati 994 1,029 35 3.5 0.5

Marshall Islands 1,053 1,642 589 55.9 0.9

Niue 119 93 -26 -21.8 0.0

Palau 8,772 8,752 -20 -0.2 4.7

PNG 11,668 12,762 1,094 9.4 6.8

Samoa 8,497 10,591 2,094 24.6 5.6

Solomon Islands 1,137 1,413 276 24.3 0.8

Tuvalu 96 110 14 14.6 0.1

Vanuatu 2,373 2,962 589 24.8 1.6

Total 176,441 187,619 11,178 6.3 100.0



American Samoa

2.4% Cook Islands

2.9%

FSM

3.6%

Fiji

36.2%

French Polynesia

34.1%

Kiribati

0.5%

Marshall Islands

0.9%

Niue

0.0% Palau

4.7%

PNG

6.8%

Samoa

5.6%

Solomon Islands

0.8%

Tuvalu

0.1% Vanuatu

1.6%

Figure R5: Destination Share (%) of the USA Market

8

United Kingdom and European Market

In 2015, tourists visited the region from the United Kingdom (UK) and Europe inched a

little by 0.6% to 192,699 arrivals compared to 2014. French Polynesia received the

highest number of tourists to 62,535 from the UK and the Europe market with share of

32.5%. This was followed by Fiji at 24.9% share and New Caledonia with 19.3% share

with the latter dominated by French tourists. The other destinations represented the

remaining 23.3% share for 2015. See details in Table R6 and Figure R6.

Table R6: UK and European Tourists by Destination and Share, 2015


American Samoa 408 430 22 5.4 0.2

Cook Islands 9,472 9,077 -395 -4.2 4.7

FSM 2,531 2,163 -368 -14.5 1.1

Fiji 47,367 47,911 544 1.1 24.9

Kiribati 136 147 11 8.1 0.1


French Polynesia 62,425 62,535 110 0.2 32.5

New Caledonia 36,545 37,245 700 1.9 19.3

Niue 336 304 -32 -9.5 0.2

Palau 5,192 4,380 -812 -15.6 2.3

PNG 16,487 17,124 637 3.9 8.9

Samoa 3,702 3,835 133 3.6 2.0

Solomon Islands 1,077 1,231 154 14.3 0.6

Tuvalu 95 214 119 125.3 0.1

Vanuatu 5,591 5,839 248 4.4 3.0

Total 191,539 192,699 1,160 0.6 100.0



American Samoa 0.2%

Cook Islands 4.7%

FSM 1.1%

Fiji 24.9%

Kiribati 0.1%


French Polynesia 32.5%

New Caledonia 19.3%

Niue 0.2%

Palau 2.3%

PNG 8.9%

Samoa 2.0%


Tuvalu 0.1%

Vanuatu 3.0%

Figure R6: Destination Share (%) of the UK & Europe Market

9

Japanese Market

A total of 77,986 Japanese tourists visited the region in 2015 recorded a 9.1% fall

compared to the previous year. The decline was largely attributed to the drop in

Japanese tourists visiting the Cook Islands, the Federated States of Micronesia, Kiribati,

Niue, Vanuatu, Palau and French Polynesia and to a lesser extent Samoa and Papua

New Guinea. Meanwhile, Tuvalu recorded the highest growth in tourist arrivals from

the Japanese market during the year. In terms of market shares, Palau registered the

largest share of 39.8%, although this is a fall from 44.6% share in 2014, while New

Caledonia and French Polynesia recorded shares of 25.7% and 14.7%, respectively. See

Table R7 and Figure R7.

Table R7: Japanese Tourists by Destination and Destination Share, 2015


American Samoa 56 77 21 37.5 0.1

Cook Islands 413 286 -127 -30.8 0.4

FSM 4,126 3,397 -729 -17.7 4.4

Fiji 5,888 6,092 204 3.5 7.8

French Polynesia 12,527 11,447 -1,080 -8.6 14.7

Kiribati 187 150 -37 -19.8 0.2


New Caledonia 19,087 20,056 969 5.1 25.7

Niue 49 36 -13 -26.5 0

Palau 37,986 31,016 -6,970 -18.3 39.8

PNG 3,117 3,038 -79 -2.5 3.9

Samoa 632 607 -25 -4.0 0.8

Solomon Islands 505 581 76 15.0 0.7

Tuvalu 84 169 85 101.2 0.2

Vanuatu 763 633 -130 -17.0 0.8

Total 85,792 77,986 -7,806 -9.1 100.0



American Samoa 0.1%

Cook Islands 0.4%

FSM 4.3%

Fiji 7.8%

French Polynesia 14.6% Kiribati

0.2%


New Caledonia

25.6% Niue 0.5%

Palau 39.6%

PNG 3.9%

Samoa 0.8%


Tuvalu 0.2%

Vanuatu 0.8%

Figure R7: Destination Share (%) of the Japanese Market

10

Chinese Market

In 2015, the Chinese market posted the highest relative growth of 73.6% to 152,020

tourists visited the region. Palau alone received the largest number of Chinese tourists

to 87,058 with a share of 57.3% while Fiji represented 26.4% share. The region’s other

destinations received the remaining share of 16.3%. On growth comparisons against the

previous year, Palau again recorded the highest of 121.1%, Solomon Islands rising by

74.7% and French Polynesia up by 70%. All other destinations also registered positive

growths in arrivals from China except for the Federated States of Micronesia which

slumped by 8.7%. See details in Table R8 and Figure R8.

Table R8: Chinese Tourists by Destination and Destination Share, 2015 Destination 2014 2015 Absolute Change % Change % Share

American Samoa 354 363 9 2.5 0.2

Cook Islands 390 551 161 41.3 0.4

FSM 2,732 2,495 -237 -8.7 1.6

Fiji 28,333 40,174 11,841 41.8 26.4



Niue 2 32 30 1,500.0 0.0

Palau 39,383 87,058 47,675 121.1 57.3

PNG 8,970 10,255 1,285 14.3 6.7

Samoa 2,009 2,413 404 20.1 1.6

Solomon Islands 425 742 317 74.6 0.5

Tuvalu 60 62 2 3.3 0.0

Vanuatu 1,563 2,186 623 39.9 1.4

Total 87,576 152,020 64,444 73.6 100.0



American Samoa 0.2%

Cook Islands 0.4%

FSM 1.6%

Fiji 26.4%

French Polynesia 3.7%

Marshall Islands 0.1% Niue

0.0%

Palau 57.3%

PNG 6.7%

Samoa 1.6%


Tuvalu 0.0%

Vanuatu 1.4%

Figure R8: Destination Share (%) of the Chinese Market

11

4. Destination Analysis

American Samoa In 2015, American Samoa received 20,335 tourists, a decline of 5.9% compared to 2014.

The deceleration stemmed from fall in the number of tourist arrivals from Australia,

USA, UK, Philippines, Pacific Islands and Other Countries during the period.

Nevertheless, Japan registered the highest growth of 37.5%, Canada up by 36.4%, and

Europe rising by 15.1%. Other source markets including Other Asia, China and New

Zealand recorded moderate growth during the period. With regards to market share,

the Pacific Islands continued to be the major source market for American Samoa

accounting for 50.8% share, followed by the USA market with 22.1% share and New

Zealand at 14.3% share. The remaining 12.8% was shared amongst the other source

markets for American Samoa. See details in Figure C1.

Source: American Samoa Department of Commerce

Analysis by purpose of visit reveals that all classifications declined, with the largest fall

of 11.9% from ‘other purposes’ of visit in 2015. In terms of shares, 55.4% of the

majorities of tourists were visiting friends and relatives (VFR). Holidaying tourists

accounted for 22.8% while business and ‘other purposes’ segments represented 19.5%

and 2.3% respectively. Details are shown in Figure C2.

Australi

a

New

ZealandUSA Canada UK Europe

Philippi

nesChina Japan

Other

Asia

Pacific

Islands

Other

Countrie

s

Total

2014 863 2,894 4,622 107 130 278 342 354 56 383 11,432 142 21,603

2015 711 2,918 4,487 146 110 320 338 363 77 395 10,329 141 20,335

% Change -17.6 0.8 -2.9 36.4 -15.4 15.1 -1.2 2.5 37.5 3.1 -9.6 -0.7 -5.9

% Share 3.5 14.3 22.1 0.7 0.5 1.6 1.7 1.8 0.4 1.9 50.8 0.7 100.0

-40

-20

0

20

40

60

80

100

120

0

5,000

10,000

15,000

20,000

25,000

%

To

uri

st a

rriv

als

Figure C1: Tourist Arrivals in American Samoa by Source Market, 2015

12

Source: American Samoa Department of Commerce

Cook Islands

The Cook Islands destination received 125,132 tourists in 2015 showing a 3% increase

against 2014. By source market, China recorded the highest growth at 41.3% or 161 in

absolute terms, Pacific Islands by 24.1%, USA 8.3%, New Zealand 5% and Canada

inching at 0.5%. Meanwhile, Japan recorded the highest fall by 30.8% (127 in absolute

terms). With regards to market share, New Zealand continued to be the dominant

source market for Cook Islands with a share of 67.1% while Australia the second largest

source market represented 17.2% share. The remaining 15.7% was shared amongst the

other source markets. See details in Figure C3.

Source: Cook Islands Statistics Office

Looking at tourist arrivals in Cook Islands by purpose of visit, it is evident that all

classification registered positive growths. The leisure segment continued to have the

Leisure VFR Business Others Total

2014 4,812 12,226 4,042 523 21,603

2015 4,644 11,269 3,961 461 20,335

% Change -3.5 -7.8 -2.0 -11.9 -5.9

% Share 22.8 55.4 19.5 2.3 100.0

-20

0

20

40

60

80

100

120

0

5,000

10,000

15,000

20,000

25,000

%

To

uri

st a

rriv

als

Figure C2: Tourist Arrivals in American Samoa by Purpose of Visit, 2015

AustraliaNew

ZealandUSA Canada UK Europe China Japan

Other

Asia

Pacific

Islands

Other

Countrie

s

Total

2014 22,033 79,959 4,955 1,873 2,748 6,724 390 413 464 439 1,460 121,458

2015 21,558 83,977 5,367 1,883 2,568 6,509 551 286 458 545 1,430 125,132

% Change -2.2 5.0 8.3 0.5 -6.6 -3.2 41.3 -30.8 -1.3 24.1 -2.1 3.0

% Share 17.2 67.1 4.3 1.5 2.1 5.2 0.4 0.2 0.4 0.4 1.1 100.0

-40

-20

0

20

40

60

80

100

120

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

(%)

To

uri

st a

rriv

als

Figure C3: Tourist Arrivals in Cook Islands by Source Market, 2015

13

largest share of 86% while the remaining 14% was shared amongst the other segments,

including VFR, business and ‘other purposes’. See Figure C4 for details.

Source: Cook Islands Statistics Office

Federated States of Micronesia

In 2015, the Federated States of Micronesia (FSM) received 30,240 tourists, a decline of

14.7% from 2014. Attributed to the fall was the drop in tourist arrivals from all the FSM

source markets, except for the Pacific Islands which rose by 3.3% to 2839 arrivals during

the year. The USA continued to be the major source market and recorded a share of

22.1% followed by Other Asia with share of 19% while Philippines represented 16.7%

share. The remaining 42.2% was shared amongst the other source markets. See details in

Figure C5.

Source: Statistics Division, SBOC


2014 104,523 9,809 4,426 2,700 121,458

2015 107,596 10,188 4,565 2,785 125,134

% Change 2.9 3.9 3.1 3.1 3.0

% Share 86.0 8.1 3.6 2.2 100.0

-20020406080100120

020,00040,00060,00080,000

100,000120,000140,000

%

To

uri

st a

rriv

al

Figure C4: Tourist Arrivals in Cook Islands by Purpose of Visit, 2015

AustraliaNew

ZealandUSA Canada Europe

Philippine

sChina Japan

Other

Asia

Pacific

Islands

Other

CountriesTotal

2014 1,288 301 7,953 291 2,531 5,787 2,732 4,126 7,310 2,747 374 35,440

2015 1,075 286 6,671 220 2,163 5,038 2,495 3,397 5,759 2,839 297 30,240

% Change -16.5 -5.0 -16.1 -24.4 -14.5 -12.9 -8.7 -17.7 -21.2 3.3 -20.6 -14.7

% Share 3.6 0.9 22.1 0.7 7.2 16.7 8.3 11.2 19.0 9.4 1.0 100.0

-40

-20

0

20

40

60

80

100

120

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000(%

)

To

uri

st a

rriv

als

Figure C5: Tourist Arrivals in the Federated States of Micronesia by Source Market,

2015

14

Disaggregated by purpose of visit shows that the business segment recorded a positive

growth of 5.2% to 5,870 business visitors for FSM in 2015 whilst, leisure, VFR and other

purposes of visit dropped during the period. In terms of shares, majority of tourists

visited FSM for other purposes comprised 43.6% share, while 20.5% were leisure

tourists. Business tourists accounted for 19.4% share while VFR represented 16.5%

share. See details in Figure C6.

Source: Statistics Division, SBOC

Fiji

A total of 754,835 tourists visited Fiji in 2015, an increase of 9% compared to 2014. On

growth comparisons, tourist arrivals originated from China recorded the highest at

41.8%, Pacific Islands by 23.6%, Other Asia 16.5%, New Zealand 11.8% and USA

growing at 9.5%. Tourist arrivals from Australia, Europe and Japan showed moderate

growth while arrivals from Canada, Other Countries and the UK fell during the year.

Australia and New Zealand continued to be the dominant source markets recording

shares of 48.7% and 18.4% respectively. See Figure C7 for details.


2014 8,784 5,006 5,582 16,068 35,440

2015 6,214 4,975 5,870 13,181 30,240

% Change -29.3 -0.6 5.2 -18.0 -14.7

% Share 20.5 16.5 19.4 43.6 100.0

-40

-20

0

20

40

60

80

100

120

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

%

To

uri

st a

rriv

als

Figure C6: Tourist Arrivals in the Federated States of Micronesia by Purpose of

Visit, 2015

15

Source: Fiji Bureau of Statistics (FBOS)

Leisure tourists continued to dominate tourist arrivals in Fiji in 2015, and comprised a

share of 78.8%. The remaining 21.2% was shared amongst the remaining three

classifications. Year-on-year movements saw the business segment registered the

highest growth of 19% while leisure and VFR recorded growth of 10.8% and 8.2%

respectively. In contrast, the ‘other purposes’ segment declined by 8.6% during the

year. See Figure C8 for details.

Source: Fiji Bureau of Statistics (FBOS)

AustraliaNew


Other

Asia

Pacific

Islands

Other

Countrie

s

Total

2014 349,217 123,968 61,924 12,457 16,782 30,585 28,333 5,888 18,092 39,298 6,086 692,630

2015 367,273 138,537 67,831 11,709 16,716 31,195 40,174 6,092 21,081 48,570 5,657 754,835

% Change 5.2 11.8 9.5 -6.0 -0.4 2.0 41.8 3.5 16.5 23.6 -7.0 9.0

% Share 48.7 18.4 9.0 1.6 2.2 4.1 5.3 0.8 2.8 6.4 0.7 100.0

-20

0

20

40

60

80

100

120

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

%

To

uri

st a

rriv

als

Figure C7: Tourist Arrivals in Fiji by Source Market, 2015


2014 536,636 43,235 37,088 75,671 692,630

2015 594,749 46,794 44,152 69,140 754,835

% Change 10.8 8.2 19.0 -8.6 9.0

% Share 78.8 6.2 5.8 9.2 100.0

-20

0

20

40

60

80

100

120

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

%

To

uri

st a

rriv

als

Figure C8: Tourist Arrivals in Fiji by Purpose of Visit, 2015

16

French Polynesia

During the period under review, a total of 183,831 tourists visited French Polynesia

marking an increase of 1.8% from 2014. China recorded the highest growth of 70%,

Other Asia at 39.6% and Pacific Islands with growth of 22.8%. Tourist arrivals from

USA, France and Other Countries recorded slight increases during the year. Conversely,

tourist arrivals from New Zealand showed the highest fall of 11.1%, Canada by 9.4%

and Japan falling by 8.6%. The USA continued its dominance as the major source

market with a share of 34.8% while France recorded the second largest share of 19.5%.

The remaining 45.7% was shared among the other source markets. See Figure C9.

Source: Institut de la Statistique de la PolynesieFrancaise

When analyzing French Polynesia’s tourist arrivals by purpose of visit, the leisure segment continued to record the highest share of 85.3%, with 3% growth over 2014. This reflected travel by holidaymakers as the majority of tourists in French Polynesia in 2015. In terms of growth, leisure and ‘other purposes’ registered positive growths while VFR and business dipped. See Figure C10 for details.

Source: Institut de la Statistique de la PolynesieFrancaise

AustraliaNew

ZealandUSA Canada France UK Europe China Japan

Other

Asia

Pacific

Islands

Other

Countrie

s

Total

2014 9,315 7,136 62,278 9,270 34,887 4,834 22,704 3,268 12,527 2,493 4,626 7,264 180,602

2015 9,167 6,344 63,909 8,402 35,765 4,711 22,059 5,555 11,447 3,480 5,679 7,313 183,831

% Change -1.6 -11.1 2.6 -9.4 2.5 -2.5 -2.8 70.0 -8.6 39.6 22.8 0.7 1.8

% Share 5.0 3.5 34.8 4.6 19.5 2.6 12.0 3.0 6.2 1.9 3.1 4.0 100.0

-20020406080100120

0

50,000

100,000

150,000

200,000

%

To

uri

st a

rriv

als

Figure C9: Tourist Arrivals in French Polynesia by Source Market, 2015


2014 152,226 16,184 11,870 322 180,602

2015 156,803 14,423 11,771 834 183,831

% Change 3.0 -10.9 -0.8 159.0 1.8

% Share 85.3 7.8 6.4 0.5 100.0

-40-20020406080100120140160180

020,00040,00060,00080,000

100,000120,000140,000160,000180,000200,000

%

To

uri

st a

rriv

als

Figure C10: Tourist Arrivals in French Polynesia by Purpose of Visit, 2015

17

Kiribati

Total visitor arrivals in Kiribati dropped significantly by 27% to 4,353 arrivals in 2015

from an estimated 5,111 arrivals in 2014. The deceleration stemmed from fall in all the

Kiribati market sources, with the largest drop triggered by New Zealand tourist arrivals

by 43.4%. On market shares, Other countries accounted for the highest with 24.6%

shares, followed closely by USA at 23.6% and Pacific Islands at 20.8%. The other market

sources represented the remaining shares of 27.3% during the year.

Source: Kiribati National Statistics office

By purpose of visit, tourists visiting friends and relatives attracted 35.2% share of the

total visitor arrivals in Kiribati in 2015. Tourists for holiday accounted for 32.4% whilst

other purposes and business tourists represented 24.4% and 8.0%, respectively.

Note: Tourist arrivals by purpose in 2014 not available.

AustraliaNew

ZealandNorth

AmericaEurope Japan

PacificIslands

OtherCountries

Total

2014 1,081 610 1,362 208 220 1,117 1,367 5,965

2015 704 345 1,029 147 150 905 1,073 4,353

% Change -34.9 -43.4 -24.4 -29.4 -31.9 -19.0 -21.5 -27.0

% Share 16.2 7.9 23.6 3.4 3.4 20.8 24.6 100.0

-60

-40

-20

0

20

40

60

80

100

120

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

%

Vis

ito

r A

rriv

als

Figure C11: Tourist Arrivals in Kiribati by Source Markets, 2015


2015 1,412 1,534 347 1,060 4,353

% Share 32.4 35.2 8.0 24.4 100.0

0

20

40

60

80

100

120

0

1,000

2,000

3,000

4,000

5,000

%

Tou

rist a

rriv

als

Figure C12: Tourist Arrivals in Kiribati by purpose of visit, 2015

18

Marshall Islands

The number of tourists visited Marshall Islands rose significantly by 29.4% to 6,311

arrivals in 2015. The upturn was driven by increase in tourist arrivals from all market

sources except for Philippines and Other Asia countries which fell by 8.6% and 23.1%,

respectively. On market shares, tourist arrivals within the Pacific Island countries

recorded the highest at 37.6% share. The USA market accounted for the second highest

at 26% share and other Asia standing at 7.8% share. The remaining 16.3% was shared

among the other source markets for Marshall Islands during the year.

Source: Marshall Islands National Statistics Office

Segregated by purpose, the business segment accounted for 35.7% of the Tourist

arrivals in Marshall Islands. Tourists on holidaying made up 30.2%, while visiting

friends and relatives and other purpose of visit accounted for 12.9% and 21.2%

respectively.

Australia

NewZeala

ndUSA

Canada

UKEurope

ChinaJapa

nPhilipines

OtherAsia

Pacific

Islands

OtherCountries

Total

2014 171 99 1,053 63 27 148 87 372 175 644 1,844 193 4,876

2015 253 165 1,642 164 92 172 134 401 160 495 2,375 258 6,311

% Change 48.0 66.7 55.9 160.3 240.7 16.2 54.0 7.8 -8.6 -23.1 28.8 33.7 29.4

% share 4.0 2.6 26.0 2.6 1.5 2.7 2.1 6.4 2.5 7.8 37.6 4.1 100.0

-50050100150200250300

01,0002,0003,0004,0005,0006,0007,000

%

Tou

rist

Arr

ival

s

Figure C13: Tourist Arrivals in Marshall Islands by Source Market, 2015


2014 1950 698 1295 933 4,876

2015 1908 811 2256 1336 6311

% Change -2.2 16.2 74.2 43.2 29.4

% Share 30.2 12.9 35.7 21.2 100

-20020406080100120

01000200030004000500060007000

%

Tou

rist

Arr

ival

Figure C14: Tourist Arrivals in Marshall Islands by purpose, 2015

19

New Caledonia

New Caledonia received 113,951 tourists in 2015 signifying a positive growth of 6.3%

over 2014. Growth was driven by tourist arrivals from New Zealand, showing the

highest increase of 25.8% with Australia and Japan trailing at 15.8% and 5.1%,

respectively. Tourist arrivals from France, Pacific Islands and Other Countries recorded

mild increases during the year. France continued to dominate tourist arrivals

representing share of 32.7% while Australia accounted for 18.4% share. Japan the third

major source market for this destination registered 17.6% share. See details in Figure

C15.

Source: Institut de la Statistique et des Etudes Economiques, Nouvelle-Calédonie

Analysis by purpose of visit reveals that all segments recorded positive growths except

for the VFR segment which declined slightly by 0.2%. In terms of shares, leisure

dominated with 52.7% share while VFR recorded 23.1%. Business and ‘other purposes’

recorded 13.1% and 11.1% shares, respectively. See details in Figure C16.

Source: Institut de la Statistique et des Etudes Economiques, Nouvelle-Calédonie

Australia New Zealand France Japan Pacific Islands Other Countries Total

2014 18,065 6,780 36,545 19,087 13,115 13,595 107,187

2015 20,926 8,529 37,245 20,056 13,401 13,794 113,951

% Change 15.8 25.8 1.9 5.1 2.2 1.5 6.3

% Share 18.4 7.5 32.7 17.6 11.8 12.1 100.0

0

20

40

60

80

100

120

0

20,000

40,000

60,000

80,000

100,000

120,000

%

To

uri

st a

rriv

als

Figure C15: Tourist Arrivals in New Caledonia by Source Market, 2015


2014 53,757 26,321 14,862 12,247 107,187

2015 60,046 26,281 14,936 12,688 113,951

% Change 11.7 -0.2 0.5 3.6 6.3

% Share 52.7 23.1 13.1 11.1 100.0

-20

0

20

40

60

80

100

120

0

20,000

40,000

60,000

80,000

100,000

120,000(%

)

To

uri

st a

rriv

als

Figure C16: Tourist Arrivals in New Caledonia by Purpose of Visit, 2015

20

Niue

In 2015, Niue tourist arrivals reached an estimated 7,707 arrivals, an increase of 4%

against the preceding year. The positive outturn was driven mainly by strong growth in

tourist arrivals from China, other Pacific Islands, Other countries, New Zealand and the

United Kingdom. On market shares, New Zealand alone accounted for 81.3% of the

total tourist arrivals in Niue. The other source markets represented the remaining 18.7%

share during the year. See Figure C17 for further details.

Source: Niue Tourism Office & SPTO

Note: 2015 Q3 data estimate only

Tourist arrivals by purpose of visit in Niue showed holidaying or leisure attracted the

most at 61.5% in 2015. The second highest segment is visiting friends and relatives at

22.6%, whilst business tourists represented 13.3% and other purpose of visit took the

remaining 2.6% share.

Australia

NZ USA Canada UK Europe China JapanOtherAsia

PacificIs

OtherCountri

es

TotalCountri

es

2014 662 5924 119 51 73 263 2 49 26 209 30 7,408

2015 620 6,262 93 14 87 217 32 36 12 286 48 7,707

% Change -6.3 5.7 -21.8 -72.5 19.2 -17.5 1,500.0 -26.5 -53.8 36.8 60.0 4.0

% share 8.0 81.3 1.2 0.2 1.1 2.8 0.4 0.5 0.2 3.7 0.6 100.0

-20002004006008001000120014001600

0100020003000400050006000700080009000

%

Tou

rist

Arr

ival

Figure C17: Tourist Arrivals in Niue by source Market


2015 4,737 1,740 1027 203 7,707

% Share 61.5 22.6 13.3 2.6 100

0

20

40

60

80

100

120

0

2,000

4,000

6,000

8,000

10,000

%

Tou

rist

arr

ival

Figure C18: Tourist arrivals in Niue by purpose of visit, 2015

21

Palau

In 2015, Palau received 161,931 tourists and this represented 15% increase compared to

2014. China recorded the highest growth by 121.1% while the UK registered an increase

of 61%. Tourist arrivals from the remaining source markets declined with the largest fall

from Taiwan market by 52.9%. During this period, China again dominated as the major

source market representing a share of 53.8% followed by Japan with 19.2% share. The

remaining 27% was shared amongst the other source markets for Palau. See details in

Figure C19.

Source: Palau Visitors Authority

Note: Palau does not have statistics for tourist arrivals by purpose of visit.

Papua New Guinea

During the year, a total of 198,685 tourists visited Papua New Guinea (PNG). This

marked a 3.8% growth in contrast to the previous year. Majority of the source markets

for this destination registered positive growths with the Pacific Islands having the

highest increase at 64.7%. Meanwhile, other source markets including Australia, New

Zealand, Japan and Other countries showed negative growths against the previous

year. On market shares, Australia again the major source market in 2015 recorded a

share of 46% while Other Asia recorded a 20.2% share. The other source markets

accounted for the remaining 33.8% share during the year. See Figure C20 for details.

Aust/NZ USA UK Europe China Japan TaiwanOther

Asia

Pacific

Islands

Other

CountriesTotal

2014 1,279 8,772 390 4,802 39,383 37,986 30,080 15,594 595 1,903 140,784

2015 1,055 8,752 628 3,752 87,058 31,016 14,174 13,511 526 1,459 161,931

% Change -17.5 -0.2 61.0 -21.9 121.1 -18.3 -52.9 -13.4 -11.6 -23.3 15.0

% Share 0.7 5.4 0.4 2.3 53.8 19.2 8.8 8.3 0.3 0.9 100.0

-80-60-40-20020406080100120140

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

%

To

uri

st a

rriv

als

Figure C19: Tourist Arrivals in Palau by Source Market, 2015

22

Source: Papua New Guinea Tourism Promotion Authority

In terms of tourist arrivals by purpose of visit, all segments trended upward with ‘other

purposes’ recorded the highest growth by 46.1%. The business classification recorded

the highest share of 66.3% while leisure registered 27.2%. VFR and ‘other purposes’

represented 5.9% and 0.6% shares each. See details in Figure C21.

Source: Papua New Guinea Tourism Promotion Authority

Samoa

In 2015, Samoa received 139,043 tourists marking an increase of 5.6% over 2014. The UK

recorded the highest growth of 117.8%, Other Countries rising at 77.6%, Canada 47.7%,

USA 24.6% and China and New Zealand increasing by 20.1% and 12% respectively. In

contrast, tourists from Europe registered the highest fall of 28.6% whilst Other Asia and

Pacific Islands fell by 15% and 11%, respectively. New Zealand continued to be the

Australi

a

New


Other

Asia

Pacific

Islands

Other

Countri

es

Total

2014 93,433 10,698 11,668 2,097 6,994 9,493 8,970 3,117 37,252 5,818 1,902 191,442

2015 91,368 10,149 12,762 2,403 7,399 9,725 10,255 3,038 40,110 9,581 1,895 198,685

Absolute Change -2,065 -549 1,094 306 405 232 1,285 -79 2,858 3,763 -7 7,243

% Change -2.2 -5.1 9.4 14.6 5.8 2.4 14.3 -2.5 7.7 64.7 -0.4 3.8

% Share 46.0 5.1 6.4 1.2 3.7 4.9 5.2 1.5 20.2 4.8 1.0 100.0

-20

0

20

40

60

80

100

120

-50,000

0

50,000

100,000

150,000

200,000

250,000

%

To

uri

st ar

rival

s

Figure C20: Tourist Arrivals in Papua New Guinea by Source Market, 2015


2014 50,815 9,904 129,938 785 191,442

2015 54,023 11,742 131,773 1,147 198,685

% Change 6.3 18.6 1.4 46.1 3.8

% Share 27.2 5.9 66.3 0.6 100.0

0

20

40

60

80

100

120

0

50,000

100,000

150,000

200,000

250,000

%

To

uri

st a

rriv

als

Figure C21: Tourist Arrivals in Papua New Guinea by Purpose of Visit, 2015

23

dominant source market with a share of 44.4% while Australia represented 21.8% share.

See details in Figure C22.

Source: Samoa Bureau of Statistics

In terms of purpose of visit, leisure and ‘other purposes’ registered positive growths of

12.6% and 16.4% respectively in 2015. Meanwhile, business and VFR declined by 12.8%

and 2.4% each during the year. Majority of tourists were holidaymakers making up

37.5% shares while VFR represented 32.1% share. The remaining 30.4% was shared

amongst the business and ‘other purposes’ segments. See details in Figure C23.

Source: Samoa Bureau of Statistics

AustraliaNew


Other

Asia

Pacific

Islands

Other

Countrie

s

Total

2014 31,340 55,097 8,497 321 814 2,888 2,009 632 1,759 25,664 2,698 131,719

2015 30,302 61,736 10,591 474 1,773 2,062 2,413 607 1,495 22,799 4,791 139,043

% Change -3.3 12.0 24.6 47.7 117.8 -28.6 20.1 -4.0 -15.0 -11.2 77.6 5.6

% Share 21.8 44.4 7.6 0.3 1.3 1.5 1.7 0.4 1.1 16.4 3.4 100.0

-40

-20

0

20

40

6080

100

120

140

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

%

To

uri

st a

rriv

als

Figure C22: Tourist Arrivals in Samoa by Source Market, 2015


2014 46,302 45,681 13,382 26,354 131,719

2015 52,136 44,564 11,665 30,678 139,043

% Change 12.6 -2.4 -12.8 16.4 5.6

% Share 37.5 32.1 8.4 22.1 100.0

-20

0

20

40

60

80

100

120

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

%

To

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rriv

als

Figure C23: Tourist Arrivals in Samoa by Source Purpose of Visit, 2015

24

Solomon Islands

During 2015, a total of 21,623 tourists visited Solomon Islands marking a 7.7% growth

against 2014. All source markets registered positive growths except for Other Asia

which fell by 0.5% and Other Countries down by 14.2%. Tourists from China posted the

highest growth by 74.6% whilst the USA market recorded an increase of 24.3%. With

regards to market share, Australia continued to be the dominant source market and

accounted for a share of 44% while Pacific Islands and Other Asia represented 18.1%

and 11.6% share each. The other source markets accounted for the remaining 26.3%

share. See details in Figure C24.

Source: Solomon Islands Visitors Bureau and National Statistics Office

Analysis by purpose of visit shows that all segments increased except for business

which fell by 8.2%. Travels for the VFR segment posted the highest increase by 26.7% to

3,902 VFR tourists. On shares, the business segment despite the decline in the number

of tourists received the largest share of 31.3% while leisure recorded 26.5% share. VFR

and ‘other purposes’ recorded shares of 18% and 24.1% respectively. See details in

Figure C25.

Source: Solomon Islands Visitors Bureau and National Statistics Office

AustraliaNew


Other

Asia

Pacific

Islands

Other

CountriesTotal

2014 9,134 1,406 1,137 149 337 740 425 505 2,519 3,598 120 20,070

2015 9,509 1,451 1,413 166 386 845 742 581 2,506 3,921 103 21,623

% Change 4.1 3.2 24.3 11.4 14.5 14.2 74.6 15.0 -0.5 9.0 -14.2 7.7

% Share 44.0 6.7 6.5 0.8 1.8 3.9 3.4 2.7 11.6 18.1 0.5 100.0

-20

0

20

40

60

80

100

120

0

5,000

10,000

15,000

20,000

25,000

%

To

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Figure C24: Tourist Arrivals in Solomon Islands by Source Market, 2015


2014 5,497 2,659 7,381 4,533 20,070

2015 5,740 3,902 6,775 5,206 21,623

% Change 4.4 46.7 -8.2 14.8 7.7

% Share 26.5 18.0 31.3 24.1 100.0

-20020406080100120

0

5,000

10,000

15,000

20,000

25,000

%

To

uri

st a

rriv

als

Figure C25: Tourist Arrivals in Solomon Islands by Purpose of Visit, 2015

25

Tuvalu

In 2015, tourist arrivals in Tuvalu grew significantly by 69.6% or 986 in absolute terms.

The upsurge was driven by increase in all major source markets, except for Canada and

Other countries which fell by 62.5% and 11.4% respectively. Tourist arrivals from

Europe recorded the highest growth by 164.3% while arrivals from Other Asia, Pacific

Islands and Japan also witnessed strong growth, each grew by more than 100%. Tourist

arrivals from Australia, New Zealand and UK also showed significant increases during

the year. On market shares, Fiji continued to be the dominant source market for this

destination recording 19.9% shares followed by other Pacific Islands having a share of

15.6%. See details in Figure C26.

Source: Tuvalu Department of Tourism

During the period under review, all classifications under purpose of visit registered

positive growths. The business segment recorded the highest increase of 114.4% to 1,188

tourists while leisure and ‘other purposes’ grew by 40.8% and 40.9%, respectively. In

terms of shares, the business segment received 49.5% share while leisure and ‘other

purposes’ represented 24.9% and 25.7% shares each. See Figure C27 for details.

Australi

a

New


Other

AsiaFiji

Other

Pacific

Islands

Other

Countri

es

Total

2014 192 165 96 8 39 56 60 84 111 321 179 105 1,416

2015 312 308 110 3 66 148 62 169 279 478 374 93 2,402

% Change 62.5 86.7 14.6 -62.5 69.2 164.3 3.3 101.2 151.4 48.9 108.9 -11.4 69.6

% Share 13.0 12.8 4.6 0.1 2.7 6.2 2.6 7.0 11.6 19.9 15.6 3.9 100.0

-100

-50

0

50

100

150

200

0

500

1,000

1,500

2,000

2,500

3,000

%

To

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als

Figure C26: Tourist Arrivals in Tuvalu by Source Market, 2015

26

Source: Tuvalu Department of Tourism

Note: Tuvalu does not capture VFR statistics.

Vanuatu

In 2015, Vanuatu recorded a drastic fall in tourist arrivals by 17.3% to 89,952 arrivals

compared to 108,811 arrivals in 2014. The decline was mainly attributed to the major

damages on tourism infrastructure as a result of Tropical Cyclone Pam in early 2015.

Tourist arrivals from the two dominant markets of Australia and New Zealand declined

by 24.2% and 17.6% respectively. However, interestingly, a considerable increase in

tourist arrivals was noted from two other major source markets namely China rising by

39.9% and North America by 24.8%. In terms of shares, 51.2% of tourists that visited

Vanuatu in 2015 were Australians while 18.4% were from Pacific Islands and 14.9%

from New Zealand. See details in Figure C28.

Source: Vanuatu National Statistics Office

Leisure Business Others Total

2014 424 554 438 1,416

2015 597 1,188 617 2,402

% Change 40.8 114.4 40.9 69.6

% Share 24.9 49.5 25.7 100.0

020406080100120140

0

500

1,000

1,500

2,000

2,500

3,000

%

To

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als

Figure C27: Tourist Arrivals in Tuvalu by Purpose of Visit, 2015

AustraliaNew

Zealand

North

AmericaEurope China Japan

Pacific

Islands

Other

CountriesTotal

2014 60,808 16,293 2,373 5,591 1,563 763 19,386 2,034 108,811

2015 46,098 13,422 2,962 5,839 2,186 633 16,520 2,292 89,952

% Change -24.2 -17.6 24.8 4.4 39.9 -17.0 -14.8 12.7 -17.3

% Share 51.2 14.9 3.3 6.5 2.4 0.7 18.4 2.5 100.0

-40

-20

0

20

40

60

80

100

120

0

20,000

40,000

60,000

80,000

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120,000%

To

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als

Figure C28: Tourist Arrivals in Vanuatu by Source Market, 2015

27

Analysis by purpose of visit reveals that leisure slipped considerably by 26.2% to 63,625

leisure visitors in 2015. This more than outweighed the positive growths in VFR,

business and ‘other purposes’ segments. With regards to shares, leisure despite the

dramatic fall in the number of arrivals received the highest share of 70.7% while the

remaining 29.3% was shared amongst the other three remaining segments. See Figure

C29 for details.

Source: Vanuatu National Statistics Office


2014 86,239 7,672 8,007 6,890 108,808

2015 63,625 8,495 8,687 9,145 89,952

% Change -26.2 10.7 8.5 32.7 -17.3

% Share 70.7 9.4 9.7 10.2 100.0

-40-20020406080100120

0

20,000

40,000

60,000

80,000

100,000

120,000

%

To

uri

ist

arri

val

s

Figure C29: Tourist Arrivals in Vanuatu by Purpose of Visit, 2015

Report obtainable from:

South Pacific Tourism Organisation

P.O.Box 13119

Suva

Fiji

Telephone: (679) 3304177

Fax: (679) 3301995

Email: [email protected]

Website: www.spto.org

Photography

Images used in this report are supplied by David Kirkland and Acorn Tourism

Consulting Ltd for SPTO.


http://www.spto.org/

South Pacific Tourism Organisation Level 3, FNPF Place, 343-359 Victoria Parade

P.O. Box 13119, Suva, Fiji Islands. Phone: +679 3304177 | Fax: +679 3301995

Email: [email protected] Website: www.spto.org

‘Marketing and Developing Tourism in the South Pacific’

Documents

ANNUAL REVIEW OF TOURIST ARRIVALS IN PACIFIC ISLAND ......In 2016, the UNWTO projected that international tourist arrivals will continue to grow at a sustained rate of 3.5% to 4.5%