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SWOT Analysis of Tourism

Updated March 23, 2017

A SWOT is an acronym for a business analysis used to assess strengths and weaknesses of a business, as well as the opportunities and threats in the marketplace. A SWOT analysis of tourism can be used by a large organisation to assess its tourism related businesses.

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The strengths of a business are its beneficial features. The strengths of a tourism business could be things such as an international network of affiliates or a recognised brand in the industry.


A business's weaknesses are its negative features. For a tourism business this might include limited international experience or the lack of a competitive marketing campaign.


Opportunities are any external situations that can be leveraged to the advantage of a business. For a tourism business, an opportunity might be offering vacations to a newly opened up area or targeting a new market segment such as retired baby boomers.


Threats are external possibilities that threaten a business. In tourism a recession could be a major threat to a business.

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About the Author

Wendel Clark

Wendel Clark began writing in 2006, with work published in academic journals such as "Babel" and "The Podium." He has worked in the field of management and is completing his master's degree in strategic management.

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