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 |