Samoa, in the heart of the South Pacific Ocean, is emerging as one of the Pacific Island destinations set to capture the attention of European travellers in 2026, as research across Europe continues to point to a growing appetite for long-haul travel, meaningful experiences and lesser-known destinations.

Recent European travel trend analysis shows that travelling further afield is increasingly seen as a worthwhile investment, with travellers prioritising authenticity, cultural depth and once-in-a-lifetime experiences over short-haul familiarity. Nearly half of European travellers say they want to visit destinations they have never been to before, reflecting a strong shift towards exploration beyond traditional long-haul routes.

Travel to Australia, New Zealand and the Pacific Islands has recorded some of the strongest growth among long-haul regions for European outbound travel. Interest in the region is expected to continue building into 2026 as flight connectivity improves and travellers plan more ambitious itineraries.

For European travellers already heading to Australia or New Zealand, Samoa is becoming an increasingly attractive addition, whether as a stopover or as a standalone Pacific escape. Long-haul travellers are recognising the value-for-money trade-off: investing in the journey while benefiting from favourable exchange rates and lower day-to-day costs once in destination.

“Samoa speaks directly to what European travellers are looking for right now,” says Alison Cryer MBE, Managing Director, Samoa Tourism Authority, UK & Europe. “It offers something genuinely different – an island destination where culture, community and nature are deeply connected – while still delivering strong value once visitors arrive.”

She adds: “Samoa's global profile continues to grow, from hosting world leaders at the Commonwealth Heads of Government Meeting in 2024 to its family links with internationally recognised figures in sport and culture, helping to spark curiosity well beyond the Pacific.”

Long-haul travel to the Pacific is also proving to be multi-generational. Younger travellers are increasingly drawn to immersive, culturally rich destinations, while older travellers are embracing longer, more purposeful journeys that reward the time and distance travelled.

With dramatic volcanic landscapes, crystal-clear lagoons and a living Polynesian culture, Samoa offers European travellers the chance to experience the Pacific at its most authentic, underpinned by the warmth and generosity of Samoan hospitality.

As long-haul travel continues to shape European holiday plans in 2026, Samoa stands out as a destination that rewards the journey and earns its place at the very top of the bucket list.