Enhancing Destination Country Branding: SWOT Analysis & Opportunities
Embrace the strengths of tradition, kind locals, historic sites, and stable economy, while addressing weaknesses like limited budget accommodations and language barriers. Explore opportunities for growth in tourism, infrastructure development, and cultural experiences. Mitigate threats such as urban crime and inadequate transport links to elevate the destination's appeal.
- Destination Branding
- SWOT Analysis
- Tourism Opportunities
- Cultural Experiences
- Infrastructure Development
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Presentation Transcript
Promoting a Destination Country Branding from the coursebook, English for International Tourism by Peter Strutt, UNIT 7, pages handout is on the website
SWOT ANALYSIS Strengths Weaknesses Opportunities Threats
Strengths Tradition - ceremonies Kind people Historic cities, castles, theatres Museums and libraries Music&sports (Wembly) Pleasant country Good shopping facilities Toll-free motorway Language schools Politically and economically stable
toll = money paid to use a road/bridge motorway = highway freeway, autostrada, autobahn
Weaknesses upmarket destination limited supply of modern budget accommodation high tube fares, driving on the left urban areas, suburbs, inner cities crime lack of staff fluent in other foreign languages
on-site = in the place, in situ interpretation = (guide) explaining the sights
litter = small pieces of garbage, rubbish, that should go to bins pollution = dirty air/water/soil
insufficient = not enough investment in rail transport links
CUBA island in the Caribbean capital: Havana currency: Cuban Peso language: Spanish average T: 21-27C
Strengths warm season tropical appeal, lush&secluded beaches, well located rich cultural heritage&music agriculture highly qualified personnel (95% literacy rate) agriculture (tobacco, rum, sugar) oil cheap
outskirts = suburbs Guanabacoa Museum handicraft
Museum of the Revolution, old fort, the Cathedral
settings = surroundings, ambience Santiago de Cuba
failed to storm (did not succeed in attacking) abortive attempt - failure to seize power = to take control
WEAKNESSES hurricanes poverty&economic situation socio-political situation, embargo, command economy, black market legal system, unresolved cases, corruption
OPPORTUNITIES hot destination in the Carribean potential for medical tourism (cancer treatment), pharmaceutical companies hints of big opportunities for foreign investment, lifting of US ban universal provision of education, health care and social welfare alternative energy sector
THREATS climate change, severe storms risk of putting its authentic features in danger once the foreign capital enters the market in large proportions threats to local enterprises national security fierce competition
Thematic tourism sailing&cruising diving cultural tourism ecotourism medical tourism fiction-induced tourism dance classes, salsa
ICELAND - Land of Fire&Ice island in the North Atlantic capital: Reykjavik currency: Icelandic Krona language: Icelandic/Sagas (Old Norse) average T: - 6 to 15 C accension to the EU suspended/withdrawn Golden Circle south, saturated tourist route
outline itinerary outline = description of the main points
STRENGTHS distinctive landscape, stunning nature fjords, Aurora Borealis, glaciers, geothermal energy, hot springs, caves volcanoes, geysirs, authenticity&diversity highest life expectancy due to the purity of nature/ocean clime safety (crime rate is extremely low) high level of visitor satisfaction quality food and drinks
Viking-style banquet = a meal for a large number of people, usually for a special occasion banqueting facilities in a hotel
celebratory (holiday) glass of schnapps Brennivin = brandy
Hellisheidi Pass Hvaregerdi green house village
The Golden Circle The Great Geysir, geyser /gi:z /
Gullfoss waterfall, cascade gorge, ravine, canyon
Laugarvatn Fontana Lake steam vapour Icelandic Sagas
WEAKNESSES sparsely populated perceived as costly overfishing Geographical position&climate (lack of sun) summer seasonality
OPPORTUNITIES sustainable tourism&green economy renewable energy clear and consolidated brand high-income tourists trends within niche tourism including MICE film-induced tourism improve cultural tourism
THREATS high concentration of cruisers big saturation of tourists in the South, Golden Circle unpredictable weather conditions price increase
Thematic Tourism slow and eco-tourism wellness tourism adventure tourism (rafting, fishing, diving, hiking, climbing, dog-sledding, safari, bird-watching) cultural tourism - sagas Yule destination
