Samoa in the spotlight

As Samoa braces to host the South Pacific Games and Teuila Festival in August/September, PETER REES takes a closer look at how the country has prepared for one of the biggest events in its history and what to expect.

If you’ve visited Samoa recently, you probably had the feeling something was brewing there. But we’re not talking coups or riots. The country is counting down to the biggest event it has ever held. The anticipation is obvious as soon as you step off the plane and are confronted by a raft of billboards lining the main road from the airport to the capital, Apia.
The XIII South Pacific Games – SPG – are in Samoa from August 25 to September 8.

“It has been 24 years since we last hosted the games and we want everyone to really enjoy the moment,” SPG media liaison Seumanutafa Chris Peteru tells SPASIFIK Sport & Leisure. “The Games are also important for the future of Samoa’s tourism industry, that the people who come here like what they see and have a good time.”
Samoa is proud of its political stability and economic growth in the region. Realising the Games is a prime opportunity to showcase its progress, the Government has moved its biggest tourism event - the Teuila Festival - to follow SPG from September 9-11, guaranteeing even more people will visit on top of the estimated 10,000 visitors expected for the Games.
For a two and half week period the focus of the entire Pacific Islands region will be on Samoa.
The country’s growing hospitality industry is well aware of this. With reductions in the export and manufacturing sectors, the tourism private sector is now the biggest driver for the economy.
The number of business entrepreneurs is visible just by strolling through downtown Apia. The level of competition between mobile phone and rental car companies and restaurants is intense. Samoa now has more mobile phone users per capita than land line, thanks to the entry of telecommunications giant Digicel last year.
In the rural areas, hotels and beach fale accommodation have contributed to reduced unemployment.
There’s no shortage of entertainment options: three television stations, a cable TV service, movie theatres and DVD/Video stores are aplenty.
Apia’s civil infrastructure also provides a welcome contrast to the remaining buildings from the colonial era. The Government building, Central Bank, John Williams building, Accident Compensation Board building and the recently completed Development Bank are the most visible high-rises that dot Apia’s growing central business district.
The joint venture between the Samoan government and Virgin Blue has seen the national airline Polynesian Blue record profits over the past two years. Last year the airline made a pre-tax profit of $US2.6 million ($NZD3.4 million) last year. It’s a far cry from when its predecessor, Polynesian Airlines, was constantly being propped up by the taxpayer.
The success of Polynesian Blue has coincided in a rise in tourist and visitor numbers, especially from its Australian market. That increased by 53% compared to a 29% increase from New Zealand in the latter half of 2006.
Tourism in recent years has become a leading foreign exchange earner for Samoa. Tourist earnings stood at SAT$139.8million ($NZD70 million) in 2001 and rose to ST$207.8million in 2005 ($NZD104 million).
With increasing flights by Polynesian Blue backed by sustainable arrival statistics, the figures in 2007 are certain to rise.

“Samoa’s tourism is very unique,” says Maluaofinao Shinn Ete of the Samoa Tourism Authority. “Almost 100% of operations are owned and run by our local people. That means the tourist dollar stays here in Samoa. Our beach fale concept suits the budget travelling tourists and is becoming very large in the travel market.”

With former general manager Matatamalii Sonja Hunter now back at the helm after seven years in the private sector. She has been given the green light to drive the Samoa Tourism Authority’s new business plan.
While meeting with key tourism stakeholders at Maota House in Auckland in May, she hinted at a more aggressive marketing approach to increase visitor numbers. She noted key changes from her last tenure in the mid to late 1990s. Samoa tourism has shifted its focus from a more conservative position, creating awareness and beautification projects, to one of embracing the value of tourism to the economy.
“Our people were reluctant to open up to tourism. They were scared of the effect it would have on our culture. (But) I think this is a new era,” she told local media.
The SPG has grown in size since it began in Suva, Fiji in 1963. It is now recognised as the biggest sports event in the region, a mini-Olympics for the islands.
It has been a long wait since Apia last hosted the Games in 1983 on a budget of a little more than a $SAT million ($NZD500,000).
The numbers are now bigger in every way, as are the standards and expectations.
The Games have cost Samoa well over $SAT150 million ($NZD50 million). The facilities alone cost SAT$100 million to build. Half the amount was paid by the Chinese Government, who built the SAT$35 million aquatic centre and renovated Apia Park, home of Manu Samoa rugby, which will host the opening and closing ceremonies. The government has borne the rest of the costs with sponsors.
With a population of 180,000, Samoa is expecting at least 6,000 officials and athletes from abroad to attend the games. The regional media contingent heading to Samoa consist of more than 100 journalists, photographers and broadcasters.
The demand for rental transportation has exceeded supply, forcing the SPG Authority to hire a massive fleet of 200 vans, 180 sedans and 50 buses and trucks. Catering services will also be pushed with up to 10,000 meals a day served at two main dining halls at the Malifa Primary School and the National University of Samoa, the main accommodation quarters. With just 1,200 rooms nationwide, meeting accommodation demands was always going to be a logistical challenge.
Competing Pacific nations and territories with larger contingents of up to 300 have booked out whole hotels. Samoa has the biggest team at the games with close to 700 athletes and officials. New Caledonia, Papua New Guinea, Fiji and Tahiti are all sending sizeable teams.
New hotels are cropping up all the time. The Tanoa Hotel chain based in Fiji is planning a 100-room hotel to be built near the Apia Harbour in Matautu. The construction of a $SAT4 million marina is now taking place which can hold up to 80 luxury boats.
The main change to Samoa’s landscape, however, has been a 300 acre piece bordering the villages of Tuanaimato, Ululoloa, Lotopa and Siusega in the Faleata District, just 10 minutes drive northwest from Apia. It hosts the bulk of the Games facilities. Local sports officials have plans to ensure the facilities will be utilised beyond SPG.
“We will use the SPG platform to encourage more international sporting events. Hosting international swimming, weightlifting, the Junior Commonwealth Games are all works in progress. The aim is to make Samoa the region’s international sports hub,” adds Seumanutafa.
There has been as much criticism over the preparations as praise, but Seumanutafa is confident of success.

“Sure, we’ve had some delays and so forth, but that’s par for the course. Samoans love working under pressure. We said we’d make these the best games ever. And we intend to do just that."

“People need to remember Samoa is still a developing country. We are smaller than the population of South Auckland.”
Trying to outdo the previous hosts is also the aim. So, four years on from Suva, what can be expected?
“Fiji put on a wonderful event. It will not be easy to surpass what they achieved in 2003. These South Pacific Games, however, will be bigger because we have more athletes, more sports, more coverage, and more involvement regionally.
“Because of the evolvement of technology the 2007 Games will have unprecedented broadcast coverage. Host broadcaster Octagon CSI will be punching out six hour live broadcasts daily to 10 Pacific countries. That means lots of exposure. Back in 1983, we didn’t even have a TV station.”
How times have changed.