Factor

Characteristics

Required Action

Opportunities

(External Factor,

Positive Attribute)

Global

・ Automation and digitalization

・ Increasing emphasis on business and leisure travel

・ Sustainability and sustainable-oriented segments (e.g. rural, nature, and health)

・ Growing interest in specialized tourism such as wellness and experience tourism, solo and transformative travel

・ De-escalation phases towards the “new normal”

National

・ Rising recreation and gaming industry

・ Rising of medical tourism and ecotourism

・ Increasing domestic travel

・ Increasing air route and hotel group investment

・ Innovating destination’s marketing and branding

・ Growing MICE events

・ Funding support for tourism infra and other tourism-related development

Regional and Local

・ Increasing agritourism products and destinations, and nature-based tourism

・ Increasing pilgrimage tourism

・ Rising of local travel

・ Continuing regional tourism development areas

・ Conservation of natural and historical sites

・ Increasing SMEs and regional employment

・ Growing recognition and viability of local products such as handicrafts and delicacies

・ Presence of free trade zone within the region

・ Established networks of tourism associations and organizations

Direction

Threats

(External Factor, Negative Attribute)

・ Safety and security issues (e.g. pandemic and terrorism)

・ Globalization and changing markets

・ Economy-wide impact tourism

・ Climate change and sustainability

・ Human resources’ productivity and competitiveness

・ Economic environment (e.g. world recession, rising unemployment and jobs at risk, closure and bankruptcy of SMEs, etc.)

・ Social environment (e.g. crimes, pick-pockets, loss or degradation of local/indigenous values

・ Extent of lockdowns and travel restrictions

・ Unstable “new normal”

・ Disasters

・ Air, water, land, light and noise pollutions

・ Overtourism

Prevention

Strengths

(Internal Factor, Positive Attribute)

・ Presence of natural attractions (cave, waterfall, beach, mangrove farm, agrifarm)

・ Presence of cultural and religious attractions/activities (festivals, military and civic parades, passion play, fluvial procession)

・ Presence of historic and heritage attractions (churches, ancestral houses, ancient ruins, old structures, monuments)

・ Presence of primary tourism support facilities and services (accommodation: hotels, resorts, home stays, tourist inns; food and beverage service: restaurants, cafeterias; transportation: ground terminals, seaports; recreational/commercial: eco-park, beach and inland resorts, public sports complex, souvenirs and shops, banks, public markets)

・ Presence of tourism support institutions (local government and tourism office, medical service facilities, law enforcement agency, academic institutions)

・ Accessibility of road networks to major destinations and gateways

・ Reliable and stable mobile and internet connectivity

・ Hospitable community residents and front-line service providers

Utilization

Weaknesses

(Internal Factor, Negative Attribute)

・ Non-accreditation of tourism-related establishments such as hotels and resorts

・ Unestablished local tourism/hospitality organizations and/or collaborations

・ Lack of skilled tourism personnel

・ Coterminous appointment of office head for local tourism

・ Lack of comprehensive tourism development plan

・ Lack of trained and experienced workforce for tourism services

・ Lack of general knowledge on developing tourism product and community support

・ Inadequate funding for conservation of natural and heritage resources

・ Shorter length of stay due to inadequate management of tourist spots and hotels

・ Tourism marketing and supply chain is not yet developed

・ Lack of Private-Public Partnership (PPP) towards local tourism development

・ Absence of regular monitoring of tourism statistics (tourist arrivals, per capita expenditure)

・ Absence of tourism information centers

・ Lack of commercial establishments like shopping and convention centers

Solution