15 Best Cultural Tours & Activities in Apia & Upolu

Last Updated: 17 November, 2025

Culture Tours and Experiences in Samoa’s Capital and the Island of Upolu

Our Genuine Takes on Local Experiences

No matter where you are on the island of Upolu, the Samoan culture is extremely accessible. From strolling through the villages from your resort or beach fale to mingling with the locals in the cultural hub of Apia, there are many ways to experience “fa’a Samoa“, also known as “the Samoan way”.

Many of the traditions that we list in A Traveller’s Guide to the Samoan Culture are seen played out before you between dedicated culture tours to just happening upon them in local villages.

Learn more about how to experience fa’a Samoa, especially on the country’s main island and capital, in this list of the best cultural activities in Apia and Upolu.

Side note: Our insights are from our personal travels and trusted recommendations, not generated by AI. Scroll down to learn more about our experienced travel writing team.

1. Immerse in Local Traditions at Samoa Cultural Village

If you want to experience the traditions of Samoa, then certainly don’t miss this affordable activity in Apia! According to the Samoa Tourism Authority, the Samoa Cultural Village takes place from 10 am to 12:30 pm, Tuesday to Friday, but check out the link for the latest schedule.

The excitement starts with a hands-on experience of weaving your own plate for the umu. You’ll then be formally welcomed with an ‘ava ceremony before seeing how a traditional umu feast is prepared. While your lunch is cooking, discover how ‘ava bowls are carved and even witness a painstaking Samoan tatau (tattoo) being applied in the traditional manner. Finally, sit down with your freshly prepared umu lunch while watching a fiafia cultural performance, including fire dancing.

Oh, and did we mention it’s only ST$20? Epic! Discover more of Samoa’s affordable experiences in the 25 Free & Cheap Things to Do on Upolu.

Location: Behind the Samoa Tourism Information Centre, Beach Road, Apia.

10 Best Cultural Activities in Apia & Upolu

2. Experience Culture, Cuisine and Crafts at Apia’s Markets

The markets of Apia are certainly worth perusing, whether for retail therapy or the cultural ambience.

The largest market in Samoa and a hotspot for all sorts of cultural goings-on, Fugalei Market is a sight not to be missed. The Flea Market is a more compact version and specialises in crafts, while the Samoa Women’s Association of Growers (SWAG) Market is a cute Saturday gathering, and the Night Market on the last Friday of the month is a street food storm.

As you can see, there are plenty of amazing markets to go through, so check them out further in the 10 Best Markets in Samoa.

Location: All over Apia! See the link above for specific locations.

3. Experience a Fiafia Night!

“Fiafia” means “happy” in Samoan and fiafia nights follow an equation that can’t help but put a smile on your face!

Many will start with an ‘ava welcoming ceremony before guests are treated to a buffet of Samoan staples (just like the ones in the 20 Foods to Try in Samoa), as well as some international favourites.

Once your stomach is gleeful, the show can get underway with cultural Pacifika dancing and, usually the highlight of the show, siva afi which is Samoa’s very own knife fire-dancing in the homeland where Polynesian fire dancing originated!

Location: All over Apia and Upolu! Make your selections, as well as find out their locations, in the 10 Best Cultural Shows (Fiafia) in Samoa.

4. Do an Island Sightseeing Tour with a Samoan Chief

Combine seeing Upolu’s most iconic historical sites and natural attractions with invaluable insights from a local on an island sightseeing tour! One of the best options for cultural immersion while sightseeing is Tai’s Native Experience. All guides are Samoan chiefs, offering a local perspective like no other.

Tours such as the “Full Day Tour with a Local” take you to the places you’ve no doubt heard of, but more intriguingly, those you haven’t. Of course, the famous swimming hole To Sua Ocean Trench is on the list, while historical highlights along Apia’s Mulinu’u Peninsula are an intriguing aspect often missed on other tours. Take your swimwear because you won’t want to miss the opportunity to swim at the gorgeous Lalomanu Beach and Togitogiga Waterfall.

Inclusions with Tai’s Native Experience are accommodation pick-up from Apia and a coconut demonstration. Alternatively, check out and book Tai’s other full-day tour of Southern Savai’i and Northern Savai’i on his site!

14 Best Cultural Tours & Activities in Apia & Upolu

5. See a Umu Demonstration

The traditional Polynesian method of slow-cooking fish, tropical root vegetables and dishes like palusami with hot rocks is usually saved for special occasions in Samoan culture, but there are a couple of ways to experience this special meal for yourself in Apia and Upolu.

The easiest way would be to join one of Samoa Cultural Village‘s free tours (see above), while there’s also the opportunity to watch umu demonstrations at resorts such as Le Vasa Resort, Saletoga Sands Resort & Spa, Taumeasina Island Resort, Seabreeze Resort and more.

Location: Samoa Culture Village – Behind the Samoa Tourism Information Centre, Beach Road, Apia. Learn more about the resorts mentioned in the 17 Best Resorts on Upolu.

6. Experience Fa’a Samoa at the Samoa Cultural Village and Piula Cave Pool

Combine the Samoa Cultural Village (see point #1) and visit Upolu’s most iconic swimming spot on this guided experience with Samoa Holidays & Events. You’ll be welcomed the traditional Samoan way through an ava ceremony (usually reserved for visiting royalty and dignitaries). Watch the preparation of the umu and learn about Samoan customs as you move from workshop to workshop.

After sampling fresh traditional Samoan cuisine (think fish, taro and palusami served on woven plates), you’ll be treated to a performance of Samoan dance. The graceful siva tells stories through hand movements, while the energetic fa’ataupati (slap dance) will have you tapping your feet!

For the latter part of your tour, you have two options:

a) Take a scenic drive along the eastern coastline to the Piula Cave Pool. This freshwater swimming spot is perfect for a refreshing dip (trust us, you’ll love it after a day of cultural immersion).

b) Explore Apia’s local markets, where you can shop for souvenirs, crafts and fresh produce, and visit Mulinu’u Peninsula, home to Samoa’s parliament buildings, colonial history and royal tombs.

Book your cultural experience with Samoa Holidays & Events over on their site!

Location: Tours depart from Apia with hotel transfers included within the Apia City boundary.

7. Learn About Samoan History at the Falemata’aga Museum of Samoa

The donation-based Falemata’aga, Museum of Samoa has an impressive collection of historical and cultural artefacts from across Samoa and the South Pacific.

If you don’t want to sift through it all yourself, free guided tours are available with passionate guides to show you through six different galleries (in air-conditioned rooms, might we add) boasting 3,000-year-old Lapita pottery, colonisation history and even a small art exhibition, there’s plenty here to keep you occupied for as long as you wish.

Get more of a museum cultural fix from the 5 Best Museums in Samoa.

Location: Vaitele Street (look out for the large mural on the building), Apia.

8. Visit Local Villages, Experience Storytelling and More with Golden Eco Tours

Golden Eco Tours is a family-oriented business offering warm, welcoming cultural experiences across Samoa. Their passion for sharing Samoan traditions shines through in every tour, led directly by family members (no third-party drivers or guides).

We’re particularly excited about their “Sightseeing & Cultural Tour of Upolu“, which takes you deeper into Samoan culture with personal connections, traditional ceremonies and immersive storytelling. You’ll travel in a fully air-conditioned van, enjoying local singing and legends along the way.

For water lovers, the “Snorkeling Tour – Giant Clams & South West Upolu” is a must-do. This full-day adventure combines the breathtaking Giant Clam Sanctuary with cultural storytelling, nature experiences and local flavours.

Our favourite has to be the “Manono Island Excursion (Full Day)“. Step back in time on this car-free island, guided by local families who share their customs and way of life. You’ll enjoy a scenic boat ride, walk around the entire island, and share a home-cooked Samoan lunch with a welcoming Manono family.

Of course, Golden Eco Tours also offers excursions to Savai’i, which you can check out on the Golden Eco Tours website.

Location: Tours depart from Apia with hotel transfers included within the Apia City boundary.

9. Immerse in Traditional Activities with Sunshine Samoa Tours

Dive into the heart of Samoan culture with Sunshine Samoa Tours‘ village tours, where you’ll have the chance to participate in traditional activities that will make you feel like a local (well, almost!).

Ever wondered how Samoans cook their food underground? You’ll get to see the fascinating process of umu preparation firsthand. Watch skilled artisans demonstrate the art of weaving, learn some Samoan cooking secrets, and explore lush plantations. It’s a feast for all your senses!

Groups can also be treated to performances by talented dancers and musicians who bring Samoan culture to life right before your eyes.

The cherry on top? Your guide, Silu, is a cultural expert who started the Samoa Tourism Cultural Village (see point #1). Trust us, you’re in good hands.

As a more customised tour, be sure to enquire with them directly – contact details can be found on their website.

Location: Tours depart from Apia with hotel transfers included.

10. Enjoy a “Sunsational Experience” with Samoa Sunsation

With over 20 years of expertise in tourism, Samoa Sunsation Tours knows how to showcase the best of Samoa. Their signature tour, the “Sunsational Experience”, is a favourite among visitors looking for an authentic cultural immersion.

Meet village chiefs and families, as you’re introduced to the fascinating ava (kava) ceremony. While it’s not guaranteed, it’s often a tour highlight that’ll give you a true taste of Samoan traditions.

Part of the experience is walking through a lush plantation and harvesting your own taro – talk about getting your hands dirty! The adventure continues as you learn how to prepare an umu (earth oven) under the expert guidance of your tour guide and host family.

Samoa Sunsation Tours operates across both Upolu and Savai’i, so you won’t miss out on either island’s charms. They even run tours to Manono and American Samoa for those looking to explore further afield.

What sets them apart is their focus on delivering authentic experiences. There’s no fixed cost for their cultural encounters – it’s all part of the genuine, unscripted journey they offer.

Location: Tours depart from Apia with hotel transfers included.

14 Best Cultural Activities in Apia & Upolu

11. Join In on Your Resort’s Village Tour

You’ll drive through many villages during your time on Upolu, but nothing compares to experiencing them at a more relaxed pace. Cue the “village tour” an activity that resorts offer guests in order to share more about the Samoan culture and where Samoans live.

Some a pretty informal, like those with Coconuts Beach Club and Return to Paradise Resort, while resorts like Le Vasa Resort offer more formal village tours with organised cultural activities like coconut husking, fine mat weaving and more.

Location: All over Upolu! See more of Samoa’s village tours in the 10 Best Village Tours in Samoa.

12. Stick Around for Your Resort’s Culture Day

A common item on the activities schedule of Upolu’s resorts is a “Culture Day”.

Once a week, resorts like Seabreeze Resort, Saletoga Sands Resort & Spa and Coconut’s Beach Club Resort put on a free culture day for guests, complete with umu demonstrations, coconut tree climbing and husking, weaving, local storytelling, an ‘ava ceremony and more.

Location: Seabreeze – Main South Coast Road, Aufaga, southeast coast of Upolu. Saletoga Sands – Main South Coast Road, Matatufu, southeast coast of Upolu. Coconuts – Maninoa village, Main South Coast Road, southeast coast of Upolu.

13. Admire the Art at the EFKS Museum

An art gallery rather than a museum, the EFKS Museum boasts a large glass-walled fale packed with the creations of the talented students of the School of Fine Arts.

There is a range of contemporary carvings, sculptures, paintings and more to admire or even purchase should you feel inspired enough. Don’t leave the grounds after you’ve finished perusing the art gallery too quickly, as the open-air walkways around the lake outside provide a tranquil setting to explore.

Discover more galleries worth visiting in the 5 Best Art Galleries in Samoa.

Location: Malua (signposted next to the Malua Theological College) along Main West Coast Road on the northwest coast of Upolu.

14. Stay at a Beach Fale

Elevated on the sands with the sound of the waves rolling onto the distant reef; not only is sleeping in a traditional beach fale a beautiful experience but a social one.

Upolu’s beach fales are run by local families, offering a cultural experience from the traditional structure where you sleep to the home-cooked breakfast and dinner shared with fellow travellers. Meals are a mixture of the foods that contemporary Samoans like to eat, like curry and chop suey, to more traditional dishes like palusami with dinner and koko rice (cocoa rice) or supo esi (papaya soup) for breakfast.

In short, your beach fale experience is like an awesome homestay including “glamping” on the beach. Learn more about it in The Guide to Staying in a Beach Fale in Samoa.

Location: All over Upolu! See the 10 Best Beach Fale Accommodations on Upolu to compare your options.

15. Experience a Sunday Church Service (and a Sunday To’onai)

Wrapping up this list of the best cultural activities in Apia and Upolu, like wrapping up your average week in Samoa, how about attending a local Sunday church service? Even if you’re not religious, anyone can appreciate the breathtaking melodies of a Samoan church choir.

After church, you may even get invited to a to’onai, a traditional Sunday lunch. If not, hotels, resorts and beach fales host to’onai where you can try dishes like palusami and food that has likely been cooked in an umu.

Learn more about experiencing a to’onai in the 10 Best Foodie Experiences on Upolu. Plus, for more ways to spend your Sunday, check out the 10 Things to Do in Samoa on a Sunday.

Location: All over Upolu! See churches to attend in the 10 Best Churches in Samoa to Experience as a Visitor.

More Cultural Activities in Apia, Upolu and Samoa

That’s it for our list of the best cultural activities in Apia and Upolu but it’s by no means the end of our advice! Check more guides to experiencing the Samoan culture across Upolu and Samoa:

Finally, complete your bucket list with the 101 Best Things to Do in Samoa: The Ultimate List and if there’s anything we’ve missed, you’re likely to find it in A Traveller’s Guide to the Samoan Culture.

Sources:

The information in this guide has been compiled from our extensive research, travel and experiences across Samoa and the South Pacific, accumulated over more than a decade of numerous visits to each destination. Additional sources for this guide include the following:

Samoa Tourism Authority (General travel advice - Updated [2025])
Samoa Tourism Authority Corporate (Tourism news - Updated [2025])
SPTO (Pacific tourism advice - Updated [2025])
Samoa Hotels Association (Tourism trade association - Updated [2025])
Samoa Meteorological Division (Weather forecast and warnings - Updated [2025])
Ministry of Foreign Affairs and Trade (Visa and immigration advice - Updated [2025])
Ministry of Customs & Revenue (Border restrictions advice - Updated [2025])
Ministry of Agriculture & Fisheries (Biosecurity advice - Updated [2025])
Samoa Bureau of Statistics (Statistics and travel data - Updated [2025])
Land Transport Authority (Tourist driver’s license info - Updated [2025])
Safe Travel (New Zealand travel advisory for Samoa - Updated [2025])
Smart Traveller (Australia travel advisory for Samoa - Updated [2025])
Travel.State.Gov (U.S. travel advisory for Samoa - Updated [2025])

Our editorial standards: At Samoa Pocket Guide, we uphold strict editorial standards to ensure accurate and quality content.

About The Author

Laura (Lora) S.

This article was reviewed and published by Laura, editor-in-chief and co-founder of Samoa Pocket Guide. Since arriving solo in the South Pacific over 10 years ago with nothing but a backpack and a background in journalism, her mission has been to show the world how easy (and awesome) it is to explore a paradise such as Samoa. She knows the islands inside out and loves sharing tips on how best to experience Upolu and Savai’i’s must-dos and hidden gems. Laura is also the editor of several other South Pacific travel guides.

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