Apia's harbour front with low buildings, a blue office block, parked buses and a faint rainbow over forested ridges behind the town

Samoa

Apia

The harbour front at Apia, looking along the seawall towards the town centre and the ridges behind it. (Rickard Törnblad / Wikimedia Commons · CC BY-SA 4.0)

Samoa's capital and only town, spread along a reef-sheltered harbour on the north coast of Upolu. A cluster of villages became a trading port and consular settlement in the nineteenth century, then the seat of German and New Zealand administrations, and is now the country's government, shipping and market centre, backed by green ridges.

Neighbourhoods

  • Beach Road and the town centre
    • First-time visitors
    • Markets
    • Waterfront

    The working heart of Apia, where the main road runs along the harbour past government offices, banks, shops, the fish market and the cathedral. Most of the town's hotels, cafés and offices are within a few blocks, and the seawall is where people walk in the evening.

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  • Matautu and the port
    • Close to the ferry and wharf
    • Bars

    The eastern arm of the harbour, where cargo ships and cruise vessels berth and the road climbs towards Vaiala. It holds the main wharf, a scatter of bars, restaurants and guesthouses, and views back across the water to the town.

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  • Mulinu'u
    • Historic district
    • Quiet and residential

    The low peninsula at the western end of the harbour, long the ceremonial seat of Samoan chiefly politics and now the site of the parliament house and the German-era observatory, which houses the meteorology office. Old tombs, monuments and open ground make it the quietest stretch of the waterfront.

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  • Vaiala and the eastern shore
    • Quiet and residential
    • Beaches
    • Snorkelling

    Residential streets east of the port, close to a small beach and to the reef offshore. Embassies, family homes and a few guesthouses sit under breadfruit and mango trees, about two kilometres from the town centre.

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  • Vailima and the hill villages
    • Gardens and views
    • Cooler air

    The Cross Island Road climbs south from town through Tanugamanono to Vailima, where Robert Louis Stevenson built his house in the 1890s. The air is cooler and wetter here, with rainforest, gardens and the ridge walk up Mount Vaea close by.

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Things to do

Landmarks and history

  • Robert Louis Stevenson Museummuseum

    The large timber house at Vailima that Robert Louis Stevenson built above Apia in the 1890s, where he spent his last years; it later housed the German governor and the New Zealand administrator, and opened as a museum to the writer in 1994.

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  • Mount Vaeaviewpoint

    The 472 m hill behind Vailima, climbed by a steep path to Stevenson's tomb, where his wife Fanny is buried beside him, and to a view over Apia and the reef.

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  • Immaculate Conception Cathedrallandmark

    The white twin-towered Catholic cathedral on the waterfront, rebuilt on the site of the cathedral of 1857 and reopened in 2014 after three years of work.

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  • Mulinu'ulandmark

    The peninsula west of the harbour, the old ceremonial capital of Samoa, with the parliament house, old graves and monuments.

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  • Museum of Samoamuseum

    The national museum, Falemata'aga, in a former German colonial school said to be the oldest building on the island, with displays on Samoan prehistory, custom, Pacific cultures and the environment.

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Around the town

  • Apia Samoa Templelandmark

    The white Latter-day Saint temple at Pesega on the edge of the town centre, dedicated in 1983, rebuilt after a fire and dedicated again in 2005.

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  • Apia Parkattraction

    The national stadium and sports complex east of the centre, home ground for Samoan rugby and the main venue for national events.

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  • Aleipata Islandsattraction

    Four uninhabited islands off Upolu's eastern end, relatively undisturbed and an important refuge for native plants and animals, seen from the beaches at the end of the coast road.

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Short trips from the town

  • Piula Cave Poolattraction

    A freshwater spring pool by the sea beneath Piula Theological College, a Methodist institution at Lufilufi on Upolu's north coast about 26 km east of Apia, with a short submerged tunnel linking it to a second cave opening.

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  • Manono Islandattraction

    A small island in the strait between Upolu and Savai'i, about twenty minutes by boat from Upolu, with four villages, no cars or roads, and a footpath that follows the coast.

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  • Lalomanubeach

    A village at Upolu's south-eastern end with one of the country's most popular beaches, heavily damaged in the 2009 tsunami and rebuilt since.

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  • Lotofaganeighborhood

    A village on Upolu's south coast, close to the To Sua ocean trench, a deep sinkhole and swimming hole linked to the sea.

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Seasonal events

  • Independence Dayearly June

    Samoa's national celebration, marked in Apia with parades, church services, sport and cultural performances over several days.

  • Teuila FestivalSeptember

    One of Samoa's largest cultural events, a week of siva dancing, choirs, sport and displays around the town centre, with the Miss Samoa pageant as its finale.

  • White SundayOctober

    A national holiday on the second Sunday of October, given to children, who lead the services dressed in white, receive gifts and are served first at the family meal afterwards; churches across Apia are full.

Eat and drink

Long-standing places and food districts in Apia. Hours, ratings and directions come from your maps app, always current.

Markets and food streets

  • Maketi Foumarket

    The main produce market, rebuilt inland at Fugalei where it is better protected from cyclones, selling taro, breadfruit, bananas, coconuts, koko Samoa and cooked food such as palusami and barbecued chicken.

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  • Apia Fish Marketmarket

    The market at Savalalo on the harbour front, where boats land tuna, reef fish and octopus, busiest early in the morning and before the Sunday family meal.

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  • Beach Road and Matafeleneighborhood

    The waterfront strip where most of the town's restaurants and cafés are found, from Samoan and Chinese kitchens to hotel dining rooms and a handful of bars.

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  • Matautuneighborhood

    The port side of the harbour, with a scatter of restaurants and bars used by ships' crews, aid workers and locals, and views over the water.

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Experience Apia

History

Apia began as a cluster of small villages beside a reef-sheltered bay, and grew because ships could anchor there. Whalers, traders and missionaries arrived from the 1830s, a beach settlement of stores, grog shops and consulates took shape on the harbour front, and by mid-century the town had become the commercial centre of the Samoan islands and a stage for rival German, British and American interests. Those rivalries turned into armed standoff in the harbour itself: in March 1889 seven German, American and British warships refused to leave the harbour as a storm closed in, and the cyclone wrecked the German and American ships. The 1899 agreement between the powers placed the western islands, and the town, under German rule from 1900.

Robert Louis Stevenson bought land above the town in 1890 and built Vailima, where he died in 1894; he is buried on Mount Vaea behind the house. Under the German administration Apia gained wharves, plantations and public buildings, and in August 1914 a New Zealand expeditionary force occupied the town. The SS Talune arrived from Auckland in November 1918 and was allowed to berth in breach of quarantine, beginning an influenza epidemic that killed about a fifth of the population; and on 28 December 1929, remembered as Black Saturday, the New Zealand constabulary fired on a peaceful Mau gathering in the town and killed the paramount chief Tupua Tamasese Lealofi III.

Apia became the capital of an independent Samoa on 1 January 1962, an event the country celebrates each 1 June. Cyclones remain the town's great hazard, and much has been moved away from the exposed harbour front since: the main produce market was rebuilt inland at Fugalei, the telecommunications hub at Maluafou, and a new courts complex and bank headquarters were built in the 2000s.

Culture & Customs

Apia is a town of villages, and fa'a Samoa, the Samoan way, still orders life in them: extended families under matai, titled chiefs, who answer to the village council. Church is the other pillar. Sunday morning fills the roads with families in white, choirs can be heard from the street, and families share an umu meal in the afternoon; on White Sunday, the second Sunday of October, the children lead the services. The Catholic cathedral, the Congregational and Methodist churches and the Mormon temple are all prominent on the skyline.

The town is also where Samoan culture is performed for a wider audience. The Teuila Festival in September, one of the country's largest cultural events, brings siva dancing, choirs, sport and competitions to the town centre and ends with the Miss Samoa pageant. Tattooing endures as a serious commitment rather than a souvenir: the peʻa for men and the malu for women are applied by hand, without anaesthetic, by master tattooists.

Rugby is close to a civil religion, and Manu Samoa test matches at Apia Park empty the town. Kilikiti, the Samoan version of cricket played with a three-sided bat, fills village greens at weekends. Manners are formal in public: quiet voices, covered shoulders, shoes left at the door, and speeches and gifts at any occasion that matters.

Daily Life

About 36,000 people live in the Apia urban area, close to a fifth of Samoa's population, and many more come in daily from along the coast. It is the country's only town, holding the government ministries, the courts, the hospital, the National University of Samoa, the wharf and almost all the shops, so the roads into the centre are heavy with buses and pick-up trucks in the morning.

The economy runs on government employment, the port, retail and wholesale trade, a modest tourism sector and the remittances sent home by relatives in New Zealand, Australia and the United States, which support households across the town. Families grow taro and bananas on land behind the houses, and market gardeners and fishermen from Upolu's villages supply Maketi Fou and the fish market.

The day starts early, before the heat, and business slows in the afternoon; shops close by evening and the town is quiet by nightfall. Housing spreads inland up the ridges as families build on customary land, and the pressures of that growth — traffic on Beach Road, drainage and flash flooding in heavy rain, waste and lagoon water quality — are steady local concerns, alongside the risk of cyclones and of a tsunami reaching a low, flat waterfront.

Food

Apia eats from the market, the sea and the umu, the above-ground oven of hot stones. Palusami, young taro leaves baked in coconut cream and wrapped in banana leaf, is the dish most associated with Samoa, and oka, raw fish cut into cubes and dressed with coconut cream, lime, onion and chilli, is sold ready-made at the market and served in every restaurant. Taro, breadfruit and green bananas take the place of bread and rice, cooked alongside chicken, pork or fish.

The Sunday umu is the big meal of the week, cooked before church and eaten in the early afternoon: a whole pig on special occasions, with palusami, fresh seaweed, crayfish, baked taro and rice. Everyday cooking leans on tinned corned beef, pisupo, imported from New Zealand or Australia and served with coconut rice, simmered with taro leaves in coconut cream, or turned into sapasui, the Samoan version of chop suey and a mark of the long Chinese presence in the islands.

Koko Samoa, a thick, strong drink made from locally grown roasted cocoa beans, is the everyday hot drink, and the same cocoa goes into koko alaisa, a rice pudding; green coconut water serves for thirst, and 'ava, the kava of Samoa, is drunk in ceremony before any occasion that matters. Vailima, the national lager, is brewed in Samoa, and the cafés along Beach Road serve Samoan-grown coffee.

Planning tools

Budget

Apia is inexpensive by Pacific standards. Market food, the local buses and guesthouses cost very little, while imported goods, hotel rooms and hire cars are the main expenses. Prices rise a little during the Teuila Festival and around Independence Day, and many of the town's attractions are free or charge a small village fee.

Daily Budget Midrange
USD 110–235 (mid-range hotel or resort, restaurants, a hire car, tours)
Daily Budget Shoestring
USD 40–70 (guesthouse or beach fale, market and bakery food, local buses)

Carry small tālā notes for buses, markets and the custom fees charged at natural sites; cards are of little use outside hotels and supermarkets.

Best Time to Visit

May to October is drier, less humid and outside the cyclone season. September brings the Teuila Festival and early June the independence celebrations. The wetter months from November to April are hotter and stickier, with heavy afternoon rain and a cyclone risk.

Suggested Number of Days

The town itself is small and can be seen in a day or two. Most visitors base themselves in or near Apia for longer and use it for the rest of Upolu, or move on to the south coast and Savai'i; a hire car shortens the time needed.

First Visit
1–2 days
With Surroundings
4–6 days

Transportation

Apia is served by brightly painted wooden-bodied buses that run from the market at Savalalo to villages around Upolu, stopping when waved down and following no timetable. Taxis are plentiful, cheap and unmetered, with the fare agreed first. Hire cars are widely available, and driving is on the left, a change made in 2009.

Buses thin out sharply in the late afternoon and barely run on Sunday, so plan returns from villages early in the day.

Airport & Station Connections

Faleolo International Airport lies about 40 kilometres west of Apia, roughly an hour by road, with flights from New Zealand, Australia, Fiji and American Samoa. Buses, shuttles and taxis meet arrivals. The Mulifanua ferry terminal for Savai'i is close to the airport, and cruise ships and cargo vessels berth at the wharf in Matautu.

Walkability

The centre is flat and compact, and the stretch of Beach Road from Mulinu'u past the market and cathedral to the port is an easy walk, though pavements are patchy and shade is scarce in the middle of the day. Anything beyond the harbour front — Vailima, Apia Park, the eastern suburbs — is better reached by bus or taxi in the heat.

Safety

Apia is a low-crime town where the main problems for visitors are opportunistic theft from rooms, cars and beach fales, and occasional trouble outside bars late at night. Dogs roaming the streets, uneven pavements and open drains cause more trouble than crime. The serious risks are natural: cyclones and flooding from November to April, and strong currents and sharp reef outside the sheltered lagoon.

Leave valuables locked away, treat a felt earthquake as a reason to move inland or to high ground at once, and swim only where local people swim. Check current official travel advice before travelling.

Climate

Tropical, hot and humid all year, with temperatures usually between about 24 and 31°C and heavy rain in the wetter half of the year. Apia sits on the drier, leeward north coast, so the hills behind the town catch far more rain than the waterfront.

Summer
the wetter season, December to February in the southern hemisphere — humid, around 31°C by day, with heavy downpours and the main cyclone risk
Winter
May to October is the drier, slightly cooler trade-wind season, with days near 29°C and fresher nights

Local Customs

Sunday is kept for church and rest, and much of Apia closes. In the villages around the town an evening prayer curfew, sa, is signalled by a bell or conch, and people stop where they are until it ends; visitors should do the same. Dress is modest away from resort pools — shoulders covered and shorts to the knee, and always neat clothing in church. Removing shoes before entering a house or fale is expected.

Tipping is not a Samoan custom and is never expected; ask before photographing people, ceremonies or a village, and ask permission before crossing village land or using its beach.

Common Payment Methods

The currency is the Samoan tālā (WST). Cards are accepted at hotels, supermarkets and larger restaurants in Apia, but the market, buses, taxis and family-run places are cash only. ATMs and banks are found along Beach Road and in the shopping streets behind it, and changing money is straightforward in town.