STA UK/Europe Workbook 2018 - 2023

uk & eUROPE aCTIVITIES IN PICTURES

2018-2023

Summary 2018-2023

HIGHLIGHTS 2018-2019

DIRECT MARKETING

August: STA Europe partnered with Family Traveller for an online campaign on both their UK and German websites. The campaign generated 135,000 impressions for a total reach of 951,812

December: In December STA Europe organised the printing of 4,000 Beautiful Samoa brochures/maps for both the UK and German markets as well as further 1,500 leaflets to showcase the adventure. Romantic and cultural side of the destination. All this printed material was distributed to both consumer and trade members during the various exhibitions attended by STA Europe in 2019 and 2020.

April: Two pieces of direct marketing were published in Travel Weekly and Aspire.

May: A piece of direct marketing was published in Travel Bulletin

June: Two pieces of direct marketing were published on Travel Bulletin and German consumer magazine Abendteueur Reisen.

HIGHLIGHTS 2018-2019

TRAVEL TRADE ACTIVITIES

October: STA Europe partnered with Expedia for a 8-week online campaign in order to increase sales on their UK and German platforms. The campaign consisting of various banners on the Expedia platform launched on 19 October and ended on 16 December. The campaign generated 75 passengers for a total of 108 room nights for 2019/2020

January: STA Europe partnered with Knecht Reisen, Soderhavsresor and Tour Pacific for some joint marketing activities in order to increase bookings The campaign generated 210 room nights for Knecht Reisen, 176 room nights for Soderhavsresor and 41 room nights for Tour Pacific.

February: STA Europe partnered with the Best of Travel Group for a 2-month digital campaign in order to drive additional traffic to their members across Germany and increase bookings. The campaign generated around 100 passengers.

HIGHLIGHTS 2018-2019

TRAVEL TRADE ACTIVITIES

March: STA Europe partnered with Jetset Holidays, Ozeania and Pacific Island Travel for some joint marketing activities in order to increase bookings. The campaigns generated 119 passengers for Jetset Holidays, 21 room nights for Ozeania and 203 room nights for Pacific Island Travel.

April: A 3-month joint marketing campaign was launched with Swiss tour operator Dreamtime. To maximise the impact the campaign will be extended until September 2019. The campaign generated 36 room nights.

May: STA Europe escorted 7 European trade members to the 2019 edition of STE during a 7-night FAM trip featuring both Upolu and Savai’i.

June: Joint marketing campaigns were launched with Austrian tour operator Coco Weltwei resulting in 99 room nights.

Over the course of the year, STA Europe trained a total of 1,493 travel trade partners

Over the course of the year, 18 new tour operators started to feature Samoa in their programme: Studiosus Reisen (DE), Xavi Fernandez Viajes (SP), Kia Ora Viaggi (IT), Alidays (IT), Amo Il Mondo (IT), Blue Sky Travel (CZ), Explorer Fernreisen (DE), Fluesterer Deluxe (DE), Glamour Viaggi (IT), Go2Australia (IT), HM Touristik (DE), MOVE Travel (CH), Siam Travel (CZ), World Explorer (IT), Aktiv Resor (SE), Catai (IT), The Freeway Srl (IT), and Volonline (IT)

HIGHLIGHTS 2018-2019

INTL MEDIA & PR

September: Freelance journalist Hayley Lewis visited Samoa from 01 to 10 September with partner photographer Enrico Favarro. The journalists were commissioned by UK digital newspaper www.metro.co.uk (see coverage summary for results)

September: STA Europe attended ANTOR meets the Media on 25 September and met up with 61 members of the UK media in order to give them an update about Beautiful Samoa

November: STA Europe assisted Scottish journalist Joseph Farrell for a press trip to Samoa from 23 November to 01 December 2018 During his trip, Joseph Farrell visited Vailima as well as Samoa’s university in order to present his latest book dedicated to Robert Louis Stevenson (see coverage summary for results)

March: The STA Europe team attended IMM, a speed-dating media event targeting the German speaking press that took place in Berlin on 05 March 2019 Throughout the day, the STA staff met up with 21 journalists interested in the destination, gave them an overview of the Samoa offering and discussed possible press trips.

May: STA Europe facilitated a group press trip for Blogilicious The 5 bloggers who attended the trip have a combined reach of over 100,000 followers. Daily posts were published during the trip and each influencer is to write 3 blog post on their channel after the trip is completed. The combined content of the blogs is featured on the Blogilicious website with a total reach of 100,000.

Over the course of the year STA Europe generated a total of 28 articles for a global reach of 21,085,573 and a media value of WST

2,220,176

Figaro, February 2019

Two Monkeys, August 2018 15

FVW, March 2019 17

VALUE:

£1,659,132

92 FOLD ROI

HIGHLIGHTS 2018-2019

MEETINGS & EVENTS

July: STA Europe attended the ANTOR Annual Conference in London on 02 July 2018 and followed a series of panel discussions about current topics such as sustainable tourism, the new GDPR policy, global tourism, trends and digital marketing as well as an update on the new APD regulations.

October: STA Europe agreed to a partnership with London based art collective Gafa Samoa. Under the terms of this partnership, Gafa Samoa is currently featuring STA as one of their sponsors on www.gafasamoa.com with a hyperlink redirecting all visitors to www.samoa.travel. Gafa Samoa also featured the STA logo on the front page of their event’s programme for Talune, a performance showcased in London at the New Zealand High Commission on 12 November 2018.

HIGHLIGHTS 2018-2019

MEETINGS & EVENTS

November: STA Europe attended British Guild of Travel Writer’s annual award ceremony in Central London on 04 November 2018 As an official sponsor of the event, STA presented a prize on stage to the winner of the Best Guidebook category, Mr James Lowen In return for the sponsorship STA’s logo was displayed on giant screens across the venue during the award presentation.

January: In January STA Europe attended Switzerland’s largest travel consumer fair, Fespo, in partnership with Cook Islands Tourism and Fiji Tourism Over the 4-day event STA was able to promote Beautiful Samoa some 63,000 visitors and refer them to the tour operators exhibiting around the booth for quotes and bookings.

HIGHLIGHTS 2018-2019

MEETINGS & EVENTS

February: In February, STA Europe joined the Meet The Pacific roadshow featuring 5 European cities for series of product meetings and travel agent training evening. During the roadshow, STA met up with 76 product managers and trained 105 reservation staff.

HIGHLIGHTS 2018-2019 MEETINGS & EVENTS

March: the STA Europe team joined the SPTO stand at ITB from 06 to 10 March 2019. During the 3 trade days, the STA team met up with over 30 product managers on the Beautiful Samoa booth to give them a product update and talk about ways to drive more business to the destination. Over the weekend, the show opened to members of the public and the STA team was at hand to talk and give travel advice to the 47,000 people who visited the show.

April: STA Euro h Pacific Showcase in Ches ed in the South Pacific.

HIGHLIGHTS 2018-2019

MEETINGS & EVENTS

June: STA Europe attended the PATA Germany roadshow featuring 4 cities for series of destination presentations for a total of 215 travel agents

KPIS 2018-2019

DIRECT MARKETING HIGHLIGHTS 2019 -2020

March: STA Europe partnered with UK publications Aspire & Travel Weekly and Travel Bulletin) for some direct marketing pieces aimed at travel trade partners in order to increase destination awareness

DIRECT MARKETING

April: STA Europe partnered with German travel trade publication

FVW for a direct marketing piece published on 24 April and aimed at German travel trade partners in order to increase destination awareness. The digital magazine was distributed to some 22,252 travel trade members.

DIRECT MARKETING HIGHLIGHTS 2019 -2020

April: STA Europe partnered with global influencer network Blogilicious for a 2-month direct marketing campaign launched on 28 April 2020. The campaign generated a total reach of nearly 2 million viewers via social media and blog posts.

Global influencer Campaign, April 2020

DIRECT MARKETING

May: STA Europe partnered with UK trade publications Travel Bulletin for a digital banner campaign that generated a total of 506,000 impressions.

June: On 24 June, STA Europe launched a month-long direct marketing TV campaign with SKY in both the UK and Germany. The campaign will reach a total of 119,000 households across the UK and Germany for a total of 579,000 impressions

SKY Tv Campaign, June 2020

HIGHLIGHTS 2019 -2020 TRAVEL TRADE ACTIVITIES

October: STA Europe partnered with Expedia for a 8-week online campaign in order to increase sales on their UK and German platforms. The campaign consisted of various banners on the Expedia platform launched on 22 October 2019 The campaign generated 76 passengers for a total of 169 room nights which represents an increase of 56.5% on the previous year.

HIGHLIGHTS 2019 -2020

TRAVEL TRADE ACTIVITIES

December: STA Europe partnered with Danish tour operator Jysk Travel for a digital campaign including an e-shot to their database as well as some coverage on their travel blog and social media channels.

Jysk Travel digital campaign, December 2019

HIGHLIGHTS 2019 -2020 TRAVEL TRADE ACTIVITIES

January: STA Europe partnered with STA Travel, Coco Weltweit and Soderhavsresor and Tour Pacific for some joint marketing activities in order to increase bookings

February: STA Europe partnered for some joint marketing activities with Knecht Reisen, Jetset Holidays and Pacific Island Travel in order to increase bookings.

Over the course of the year, STA Europe trained a total of 4,583 travel trade partners

Over the course of the year, 4 new tour operators started to feature Samoa in their programme: Koning Aap (NL) Charitable Travel (UK), Gattinoni Viaggi (IT) and Haas Reisen (DE)

September: STA Europe attended ANTOR meets the Media on 26 September 2019 and met up with 83 members of the UK media in order to give them an update about Beautiful Samoa.

November: STA Europe attended British Guild of Travel Writer’s annual award ceremony in Central London on 03 November 2019. As an official sponsor of the event, STA presented a prize on stage to the winner of the Best Guidebook category, Ms Hillary Bradt. In return for the sponsorship STA’s logo was displayed on giant screens across the venue during the award presentation.

HIGHLIGHTS 2019 -2020

November: STA Europe assisted both Hungarian freelance journalist/blogger Eva Kisgyorgy and Austrian writer Wolfang Godai for press trips to Samoa. Eva stayed in Upolu from 01 to 02 November 2019 whilst Wolfang visited both Upolu and Savai’i from 03 to 08 November 2019. Eva published some coverage on her blog and social media channels Wolfgang was commissioned by Austrian daily newspaper Der Kurier who published the article in the spring of 2021 (see coverage summary for results)

8 FOLD ROI

EVENTS & MEETINGS

July: STA Europe attended the ANTOR Annual Conference in London on 02 July 2019 and followed a series of panel discussions about current topics such as digital media, diversity, over-tourism and industry trends.

December: STA Europe attended ANTOR on the Road on 03 and 04 December 2019. This trade show took place in Glasgow and Manchester and over the course of the two events, STA Europe was able to network and train some 40 travel trade partners to bring them up to date with the destination

Antor on the Road event, December 2019

HIGHLIGHTS 2019 -2020 EVENTS & MEETINGS

January: STA Europe attended Switzerland’s largest travel consumer fair, Fespo, in partnership with Cook Islands Tourism and Fiji Tourism. Over the 4-day event STA was able to promote Beautiful Samoa some 63,000 visitors and refer them to the tour operators exhibiting around the booth for quotes and bookings

February: STA Europe attended UNITE Pacific in London a met up with up with 20 product managers during 15-minute product appointments

February: STA Europe joined the Meet the Pacific roadshow featuring London and Rome for a series of product meetings and travel agent training evening. During the roadshow, STA met up with 14 product managers and trained 30 reservation staff.

HIGHLIGHTS 2019 -2020 EVENTS &

MEETINGS

March: In March, STA Europe joined the Meet the Pacific roadshow in Barcelona for a series of product meetings. During the event, STA met up with 13 product managers.

June: STA Europe attended the very first virtual ANTOR Meets the Travel Trade on 08 and 09 June 2020. During the event, the European team was able to network with 143 attendees and hosted some 54 agents on its Beautiful Samoa branded booth. STA also conducted 13 one-toone meetings during the event

Antor Meets The Media event, June 2020

June: From 15 to 19 June 2020 STA Europe attended the TTG Digital Destinations Festival. During the event STA was able to advertise the destination in TTG’s digital magazine, network with trade partners during a speed-dating event, promote its training course to TTG’s database of trade agents and showcase Beautiful Samoa during a Facebook Live session. The combined activities resulted in a global reach of 21,299 travel trade partners in the UK

HIGHLIGHTS 2020-2021: A YEAR OF COVID-19

DIRECT MARKETING

uly: STA Europe partnered with UK publication The World of Cruising for a direct marketing campaign that took place from July to September 2020 in order to raise destination awareness amongst cruisers The campaign reached a total of 182,000 via a print advert, a sponsored article as well as an e-shot to the publication’s database.

J

HIGHLIGHTS 2020-2021

DIRECT MARKETING

August: STA Europe negotiated a free direct marketing package with Sky Scanner. The activity included a Beautiful Samoa branded banner to be displayed on the Sky Scanner search engine whenever customers will check flights to Australia, New Zealand or Fiji from either the UK, Germany. The campaign ran until the end of 2020.

Skyscanner Campaign, August 2020

HIGHLIGHTS 2020-2021

DIRECT MARKETING

September: STA Europe partnered with Tourism Fiji for the recording of a South Pacific podcast featured on the brand new channel The Travel Podcast. The recording was posted on The Travel Podcast on 25 September 2020 and was downloaded over 400 times across 33 countries within a week of its publication Click here to listen.

October: STA Europe partnered with UK publication City AM for a direct marketing campaign taking place from October to December 2020 in order to raise destination awareness. During the campaign, some 20,000 viewers were exposed to the brand Beautiful Samoa

December: STA Europe teamed up with TTG Media for a direct marketing piece celebrating Xmas. The campaign reached a global audience of 320,300 trade members in the UK resulting in an increased destination awareness and more confidence selling the product

January: STA Europe negotiated a free direct marketing campaign with global online tour operator Kayak both in the UK and France. During the campaign, over 1 million viewers were exposed to the brand Beautiful Samoa.

February: STA Europe teamed up with Travel Weekly for a direct marketing piece including a mix of print adverts, EDMs and display banners. The campaign reached a total of 421,000 travel trade partners, resulting in an increased destination awareness and more confidence selling the product.

HIGHLIGHTS 2020-2021

DIRECT MARKETING

March: STA Europe teamed up with Travel Bulletin for a direct marketing piece including a full page advert in their magazine as well as a month-long display banner on their website. The campaign reached a global audience of 572,500 trade members in the UK resulting in increased destination awareness and more confidence in selling the product

In June, STA Europe lobbied one of the UK's top travel trade publications Travel Weekly and secured a full page advert in their June edition at no cost

HIGHLIGHTS 2020-2021

TRAVEL TRADE ACTIVITIES

February: STA Europe negotiated a free joint marketing campaign with UK tour operator, Jetset Holidays. The activity included a takeover of their travel agent booking engine homepage as well as a banner display campaign.

Over the course of the year, STA Europe trained a total of 1,266 travel trade partners

Over the course of the year, 8 tour operators started to feature Samoa in their programme: Ozeanien Reisen (DE), GEO Reisen (DE), Aoteanic Reisen (DE), Undiscovered Destinations (UK), Enchanting Travels (DE), Meso Reisen (DE), If Only (UK) and Inspire My Holiday (UK)

Jetset Holidays campaign, February 2020 68

HIGHLIGHTS 2020-2021

INTL MEDIA AND PR

September: STA Europe attended the very first virtual ANTOR Meets the Media on 29 September 2020 During the event, the European team was able to network with 143 attendees and hosted some 54 agents on its Beautiful Samoa branded booth STA also conducted 13 one-to-one meetings during the event.

February: STA Europe attended the virtual International Media Marketplace (IMM) and was able to meet with 16 German speaking media members.

May: STA Europe attended ANTOR Meets The Media on 05 May 2021 and met up with over 50 UK media members

Over the course of the year, STA Europe generated a total of 30 articles for a global reach of 29,276,342 and a media value of WST

1,317,425

Antor Meets The Media event, May 2021

Travel Weekly, February 2021

Finest on Tour, February 2021

Finest on Tour, February 2021

Travel Weekly, February 2021

BBC, February 2021

Listen to Monica's interview here

Wanderlust, March/April 2021 83

HIGHLIGHTS 2020-2021

EVENTS AND MEETINGS

July: In July 2020, STA attended the ANTOR Destinations Zoom and was able to train 30 travel agents via the Zoom platform. Intl Media & PR

September: STA Europe attended the PATA Germany roadshow from 21 to 24 September 2020 and trained over 200 travel agents in Frankfurt, Nuremberg, Augsburg and Konstanz

December: On 15 December, STA Europe engaged with 56 German travel agents during Travel & Experts, a virtual event organised by Expipoint The event resulted in an increased destination awareness and more confidence selling the product

PATA Germany event, September 2020

EVENTS AND MEETINGS HIGHLIGHTS 2020-2021

December: This month, STA Europe also engaged with 20 travel agents specialised in the luxury market through TTG Luxpo. This virtual event resulted in an increased awareness of Samoa’s premium products.

TTG Luxpo event, December 2020

January: STA Europe attended the Travel Bulletin

South Pacific Showcase organised by Travel Bulletin During the event STA Europe was able to train 105 travel agents in the UK and Ireland.

EVENTS AND MEETINGS HIGHLIGHTS 2020-2021

January: STA Europe attended the ANTOR Travel Trade Market and was able to engage with 160 travel trade partners in the UK & Ireland.

March: STA Europe attended Unite Pacific and was able to connect with 30 European product managers

Unite Pacific event, March 2021

EVENTS AND MEETINGS

In June, STA Europe attended the Aspire Oceania Travel Showcase and met up with 20 travel agents

In June, STA Europe attended ANTOR Meets the Travel Trade attended by 100+ travel agents in the UK.

Aspire Oceania Travel Showcase , June 2021

Antor Meets The Travel Trade event , June 2021

HIGHLIGHTS 2021-2022

TRAVEL TRADE ACTIVITIES

July: STA Europe negotiated a free joint marketing package with Thomas Cook The activity consisted of some short destination video clips that Thomas Cook edited and loaded on a Samoa destination profile within their new phone app for a 9 month period The app was downloaded 200,000 times in total

HIGHLIGHTS 2021-2022

TRAVEL TRADE ACTIVITIES

August: STA Europe joined forces with German tour operator Meso Reisen by producing flyers to promote Samoa as a pre/post Australia and/or New Zealand package The flyer was used as a sales tool to be distributed during 6 consumer fairs that took place throughout Germany from October 2021 to January 2022.

TRAVEL TRADE ACTIVITIES

Over the course of the year, STA Europe trained a total of 587 travel trade partners through its OTT online course (224) in-house webinars (261) and training events (102)

Over the course of the year, 6 tour operators started to feature Samoa in their programme: Thomas Cook (UK), Nueva Zealand Viaggi (IT), Kami Nari Viaggi (IT), Windrose Finest Travel (DE), Mai Pacific (IT), Travelpack (UK)

INTL MEDIA AND PR

September: STA Europe attended the hybrid edition of ANTOR Meets the Media on 29 September 2021. During the event, the European team was able to network with 85 attendees and conducted 1 to 1 meetings with 18 journalists at the Beautiful Samoa branded and through the Beautiful Samoa virtual stand

March: STA Europe attended the first fully live ANTOR Meets The Media on 31 March 2022 Throughout the day the team networked with 81 attendees and and engaged on a 1 to 1 basis with 19 travel writers, bloggers and editorial staff

Antor Meets The Media, September 2021

Over the course of the year, STA Europe generated a total of 12 articles for a global reach of 1,733,649 and a media value of WST 66,981

Kiddy Charts, July 2021

National Geographic, October 2021

Travel

900 SOCIAL MEDIA POSTS

SOCIAL MEDIA REACH: 340,468

10 TRADE ARTICLES

2 CONSUMER ARTICLES

TOTAL CIRCULATION:

1,733,649

PR VALUE:

£58,755

NO ROI/NO PR BUDGET

HIGHLIGHTS 2021-2022

EVENTS AND MEETINGS

July: STA Europe attended the Annual ANTOR conference themed around Transformative Tourism and Regenerative travel. Over the course of the afternoon ANTOR organised a series of keynote speakers expert in their field

September: STA Europe attended the the virtual Exotic Wedding Conference. Beautiful Samoa was one of 12 exhibitors and during the 6-hour event STA Europe was able to network with 131 wedding planners during the panel discussions and secured 8 meetings on the platform during the break-out sessions

HIGHLIGHTS 2021-2022

EVENTS AND MEETINGS

December: STA Europe attended ANTOR On The Road in Manchester, Glasgow and Belfast from 06 to 08 December. Over the course of the 3 evenings, STA Europe engaged with some of the 60 travel trade partners signed up for the events and brought them up to date with the destination

On 09 December, STA Europe also joined the virtual ANTOR Meets The Travel Trade and conducted 6 meetings in the Beautiful Samoa virtual room.

March: STA Europe attended Unite Pacific. The trade show took place virtually and during the day STA UK/Europe was able to connect with 19 European product managers for a series of 20minute 1 to 1 meetings

March: STA Europe attended Meet The Pacific The trade show took place virtually and during the two days event the STA team was able to connect with 23 European product managers

EVENTS AND MEETINGS

May: STA Europe attended the ANTOR roadshow 2022 visiting Dublin, Edinburgh, Birmingham as well as London.

During the 4-day road trip, STA UK/Europe was able to engage with 102 travel agents and tour operators in the various locations and present the destination during networking events including a cocktail reception, sit down dinner and quiz taking place in the evening.

PARTNERSHIPS

February: STA UK/Europe attended a charity game organised by the Pacific Islander Rugby Club in Gravesend. During the event STA Europe was acknowledged by the club as a headline sponsor and the team was able to showcase the destination at a booth located in the players private hospitality lounge where players and their friends and relatives gathered for a lunch after the game.

DIRECT MARKETING

November: STA Europe launched a 4-week Beautiful Samoa Is Back advert in the UK on SKY using AdSmart targeted technology.

Over the 4 weeks campaign, the Beautiful Is Back advert reached 39,206 households in the UK for a total of 256,081 impressions

May: STA Europe negotiated free advertising space with electric cab company Sherbet London as part of a campaign celebrating the coronation of King Charles III. The Samoa branded vehicle joined a fleet of 100 electric cabs during a parade that took place on Saturday 06 May.

September: STA Europe launched a joint campaign with the Best of Travel Group in order to be featured in their March 2023 to March 2024 brochure. 70,000 copies of the brochure were distributed through their 11 members in Germany, Switzerland, Belgium and the Netherlands The campaign also included a 3month digital campaign consisting of a consumer e-shot with call-to-action to approx 1,300 customers, social media posts and a training webinar for all their members

TRAVEL TRADE ACTIVITIES

December: STA Europe negotiated a free e-shot with Swiss tour operator Ozeania Reisen who featured Samoa in their consumer newsletter sent to a total of 8,200 consumers

December: Swiss tour operator Travelhouse resumed its Beautiful Samoa digital campaign cancelled in the spring of 2020 due to COVID. The campaign consisted of various banners on their website redirecting 122,000 end users to a Beautiful Samoa landing page

TRAVEL TRADE ACTIVITIES

Over the course of the year, STA Europe trained a total of 850 travel trade partners through its OTT online course (317) in-house webinars (100) and training events (433)

Over the course of the year, Bulgarian tour operator Infinity Travel started to feature Samoa as part of the South Pacific programme.

September: STA Europe attended the first ANTOR Media Awards Dinner on 28 September 2022 The event attracted 40 media members and gave STA Europe the opportunity to showcase the destination to the entire audience through a short presentation featuring a destination video.

March: STA Europe attended ANTOR Meets The Media on 29 March 2023. Throughout the day the team networked with 55 attendees and and engaged on a 1 to 1 basis with 20 travel writers, bloggers and editorial staff

Over the course of the year STA Europe generated a total of 21 articles for a global reach of 4,136,191 and a media value of WST 145,337

August 2022

Huffington Post, August 2022

18 TRADE ARTICLES

SOCIAL MEDIA

REACH: 278,015

3 CONSUMER ARTICLES

TOTAL CIRCULATION:

4,136,191

PR VALUE:

£127,485

NO ROI/NO PR BUDGET

HIGHLIGHTS 2022-2023

EVENTS AND MEETINGS

October: STA Europe attended the OTT Future Gazing seminar in Central London During the event the team was able to hear from OTT CEO Julia Feuell, Chief Economist Peter Morris, OTT Events Director Ali Ball, Head of Proposition, Air and Ancillary Services at agiito Jessica Gallimore, OTT Product Director Louise Honan as well as Bob Earth Founder Linzi Boyd

November: STA Europe attended the 2023 edition of the World Travel Market in London as a visitor and and met up with various tour operators and medias to give them an update on Samoa.

December: STA Europe attended the ANTOR Conference in Central London and heard from various keynote speakers about sustainability, communities, diversity and inclusion

January: STA Europe attended ANTOR Annual Review in Central London Various keynote speakers presented a variety of topics and trends: how digital media is faring against traditional, consumer trends for 2023, the future of the airline and tourism industry by the UK Cahir of the Star Alliance, Julie Murphy as well as an update from the UK’s largest independent travel agent group, Advantage Travel Partnership

February: STA Europe joined the representative for the Cook Islands and Fiji Tourism and exhibited at Fespo, Switzerland’s largest consumer trade fair taking place in Zurich and attracting 63,000 visitors over 4 days Various Swiss tour operators selling Samoa were also exhibiting and featured Samoa in their brochures. Partners Dreamtime and Ozeania conducted destination presentations attended by 50 consumers interested in the destination.

EVENTS AND MEETINGS

February: STA Europe attended TravFlix, a virtual International Film Festival aimed at consumers and organised in partnership with consumer travel publication Wanderlust. Samoa was given the opportunity to showcase a couple of films in the Food & Travel category (Kuka) as well as the Travel Adventures category (Tafaoga). Beautiful Samoa was also featured on the platform as part of the exhibitor’s village where consumers were able to watch a short destination video, download images and digital Beautiful Samoa brochures

February: STA Europe attended Unite Pacific in Central London on 28 February 2023 where seventeen 20-minute appointments with product managers were pre-arranged by STA Europe

March: STA Europe attended attended Meet the Pacific in London, Munich, Zurich, Rome and Milan from 01 to 15 March 2023. During these events, STA Europe met up with 204 product managers and sales staff from tour operators and travel agencies. The Team was given the opportunity to present the destination during a 10-minute presentation in front of the entire audience and network with all attendees during a welcome drink and a sit down meal

March: STA Europe attended attended ITB 2023 in Berlin from 07 to 09 March 2023 and exhibited on a South Pacific stand with the Turama Pacific Group, Rosie Holidays, Vanuatu Tourism and Fiji Airways.

Over the 3-day trade show, the team showcased the destination to European tour operators and members of the travel trade media during a series of 30minute appointments on the Beautiful Samoa booth.

April: STA Europe attended the Travel Bulletin Australasia & Pacific Islands Showcase event on 18 April 2023 in Exeter Over the course of the evening, STA presented the destination to 47 travel agents during 12-minute training sessions, a sit down dinner as well as a quiz.

April: STA Europe escorted 2 European tour operators (Diamir and Pacific Travel House) to attend STE 2023 as part of a STE FAM trip to take place from 20 to 29 April 2023. The delegation was escorted by STA Europe's Managing Director who met up with STA's CEO as well as many of the STA partners who exhibited at the STE trade fair, including the Chair person of STA's Board of Directors.

May: STA Europe attended joined ANTOR Meets The Travel Trade in London on 22 May as well as the ANTOR Roadshow featuring Brighton, Cardiff and Leeds from 23 to 25 May 2023.

Over the course of the 4 evenings, STA Europe engaged with 162 travel trade partners signed up for the events. STA Europe was able to network with all attendees during a welcome cocktail followed by a sit down dinner and showcase Beautiful Samoa through a short presentation and destination video