The South Pacific Tourism Organisation is meeting in Apia to develop a regional tourism strategy.
The chief executive of the Samoa Tourism Authority, Matatamalii Sonja Hunter, told the delegates tourism has become the most important industry in the Pacific.
Visitor arrivals in the South Pacific have grown by 50 percent over the last 10 years, from about 1 million in 2002 to more than 1.5 million in 2012.
Matatamalii says while SPTO member countries are happy with the increase, there is untapped potential.
She says to take advantage of these opportunities, the region should work more collaboratively