2.3.1. Assessment for sustainable tourism development

In order to create a successful sustainable tourism program, destinations must plan and assess what they have to offer to tourists, as well as, whether they can support touristsu2019 needs and desires in a way that protects and preserves the local environment and culture, is economically feasible, and is supported by the local communities.

For the initial assessment of destinations, a SWOT analysis is used to help destinations determine whether sustainable tourism should be pursued for a given community and location. The SWOT analysis is the most useful tool which can be used as a first step before detailed assessment of tourism prospects is performed, and itu2019s usually done by local community members with the guidance of an assessment team.

A sample of SWOT diagram

Through the SWOT diagram, local community members can illustrate internal strengths and weaknesses of the destination, external opportunities, and external threats (possibly) affecting successful tourism development.

u201cInternalu201d strengths and weaknesses for example, refer to realities that affect the community and that community members have basic control over. An example of strength is a u201cwell-managed protected areau201d, while u201clack of communication between local tourism stakeholdersu201d is an example of weakness.

u201cExternalu201d opportunities and threats refer to realities that affect the community and that community members do not have immediate control over. For example, u201creliable transportationu201d is an opportunity, while national political instability is a threat.

Questions to be considered for the SWOT analysis:

  • Are you a popular tourism destination?
  • Which are the unique natural or cultural attractions in your destination that are not found elsewhere?
  • Are the natural and cultural resources well managed?
  • What conservation measures are in place to protect your destinationu2019s environment and heritage?
  • Do you have knowledgeable people working in tourism and heritage management?
  • What are the strengths of your staff or people involved in tourism development?
  • Are there cultural festivals, events, or local crafts that attract tourists and enrich their experience?
  • Does the destination have well-developed transport links (e.g., airports, roads, public transport) that facilitate easy access for tourists?
  • Are there adequate hospitality facilities (e.g., hotels, resorts) to cater to various budgets and preferences?
  • What feedback do visitors typically leave after their experience at your destination?
  • Are there particular factors that present a problem for marketing?
  • Is there a lack of training or capacity?
  • What threats are there to the heritage values of the place or region?
  • What threats are there to the physical conditions of heritage places?
  • What threats are there to the livelihood or ongoing economic or social viability of the local community? What threats are there to the viability of the business?
  • What threats are apparent from an analysis of potential risks?

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How to do it?

In a small group of people, perform a SWOT analysis using the SWOT diagram and a set of relevant questions for your destination. Analyze the data and based on the results from the SWOT analysis determine the top 3 priorities in each area u2013 top 3 strengths, top 3 opportunities, top 3 weaknesses, top 3 threats.