Samoa becomes the cultural heart of the South Pacific this week.

It is so as the most powerful movers and shakers from the travel industry descend upon beautiful Samoa for the Samoa Tourism Exchange (S.T.E) 2016.

The Forum opens today.

Held at the Samoa Conference Centre, which boasts state of the art conference and meeting facilities, exhibitors from neighbouring American Samoa will also be taking part to showcase the unique Samoan culture and traditions as well as the offerings between the two nations as a quick weekend getaway option.

“This is the ninth year that we have held this gathering of global travel industry chiefs to our beautiful islands and every year, it’s getting bigger with the world demanding more information from their agents,” says Papali’i Sonja Hunter, Chief Executive Officer of Samoa Tourism Authority.

“The Samoa Tourism Exchange empowers the leaders within the travel industry to sell Samoa with authority and conviction – because once you experience the beauty of our islands and our people, you can’t help but want to share that beautiful experience with your clients.”

Trade and media from Australia, New Zealand, American Samoa, Fiji, China, South Korea, Canada, USA, Germany, Switzerland and the United Kingdom will meet with local operators for product updates, selling tips and experience properties for themselves during the STE.

“It’s important for everyone to have a holistic experience while in Samoa in order to be able to do their work and effectively sell the destination to their clientele. This is the easy part for us – the environment, mixed with our famous hospitality, we know how to show people a good time.”

The Samoa Tourism Exchange kicks off with the Official Opening Ceremony this evening at the Samoa Cultural Village Fale (S.T.A Fale).

The exhibition itself will run from the 13th-14th of April with the official closing to be held at the Sheraton Samoa Aggie Grey’s Resort on Thursday 14 April 2016.