SWOT analysis

1. agora SWOT analysis of sustainable tourism development in the Baltic Sea RegionJūrmala, June 2006Discussion Results

2. SWOT analysis This document shows the present state of a agora SWOT analysis of the BSR regarding sustainable tourism development: BLACK TEXT:draft version as presented by Prof. Steingrube in Jūrmala (see also complete presentation) BLUE TEXT:added/adjusted by Strategy Factory discussion in 4 working groups in Jūrmala

3. SWOT analysis Strengthsof the BSR regarding sustainable tourism development Geography and History • The Baltic Sea (both for recreation and as joining element) • diversenature and landscape(wildlife, lakelands, islands, coastlines (sand, cliffs, meadows), bogs/marshes) • “good” climate • Four seasons: different expression of nature etc./ holiday types for each season • diverseculture and history(Vikings, Hansa, Brick Gothic, Amber…) Tourism demand • Diverse holiday preference of BSR-tourists (not limited to a certain type of holiday, like sun&beach in the Mediterranean)

4. SWOT analysis Strengthsof the BSR regarding sustainable tourism development Marketing • Labelling systems for more sustainable tourism products(missing in Russia?) • Numerous initiatives and projects promoting sustainable tourism • Thematic and geographic co operations on sustainable tourism • IT use: cooperation/distribution chances for SMEs • Innovative and creative suppliers for sustainable tourism products Important: • Awareness of the strengths • Difference compared to competitors

5. SWOT analysis Weaknessesof the BSR regarding sustainable tourism development Geography and History • Short summer season/seasonal fluctuations • Insufficient support structures for boosting and transferring innovations due to low population, settlement and tourism density • Shy mentality Marketing • Lack of supply chain management • Poor knowledge of market requirements and customers requests • Poor visibility of sustainable tourism products

6. SWOT analysis Weaknessesof the BSR regarding sustainable tourism development • Lack of sustainable tourism products meeting the market requirements • Lack of target group orientated cooperative marketing for s.t.products • Partly poor knowledge of employees in the tourism sector regarding product development, service requirements, quality and languages • Quite few value for money in comparison with destination outside the BSR Policies and Society • Lack of coordinated and implemented sustainable tourism policies • Partly poor accessibility, in particular with public transports

7. SWOT analysis Weaknessesof the BSR regarding sustainable tourism development • Gap between strategies and practices • Eutrophication (algae blooms) • Environmental problems in some areas Cooperation/Communication • Poor cooperation between rural and urban areas in tourism • Partly low environmental know-how in the tourism industry • Lack of understanding between nature conservation and tourism • Lack of communication between cultural heritage experts and tourism

8. SWOT analysis Opportunitiesof the BSR regarding sustainable tourism development Geography and History • Two worlds (East and West) • Three worlds (+ North) • Many different landscapes • Many experts / Cooperation models (goes with networking) / Lot of knowledge / Long history of tourism • Different traditions and methods • Mapping of resources as a starting point / Potential for crossnational routes / Cultural mapping • Resource base & Event culture

9. SWOT analysis Opportunitiesof the BSR regarding sustainable tourism development Tourism demand • Growing interest and demand in nature and culture tourism • Increasing customer awareness on sustainability issues • Usability of IT solutions for sustainable tourism development • Wellness/Health issues (especially for elderly people) Marketing • Development of strategic co-operations (vertical, horizontal, lateral: see tool box), cluster and networks

10. SWOT analysis Opportunitiesof the BSR regarding sustainable tourism development Policies and Society • Increasing cost of fuel • Growing importance of tourism for sustainable development • Successful environmental policies • Experience economy in growth • Creative man society • Mobility (including employability) ? • Contribution to the globalisation (BSR as a SD model)

11. SWOT analysis Opportunitiesof the BSR regarding sustainable tourism development Cooperation/Communication • Model for sustainable development Baltic 21 / Labs for sustainable nature tourism • Cross-sectoral fertilisation (resulting in innovation) • Culture of networking (goes with coop models) • Intercultural understanding / Intercultural exchange / Common language: English / Mixed/additional social skills

12. SWOT analysis Threatsof the BSR regarding sustainable tourism development Tourism demand • Growing competition with destinations outside the BSRand inside the BSR/the same country • Increasing expectations of customers Marketing • Quality of services don’t meet the need for fast growing expectations from customers • No benefits for local population from tourism • No framework for innovation in tourism existing

13. SWOT analysis Threatsof the BSR regarding sustainable tourism development Policies and Society • Decreasing public interest and political commitment regarding sustainable development • Degradation of the environment, nature and landscape • Declining public passenger transport services (mainly in rural areas) • Environmental problems associated with growth in road, air and sea transport • Declining agriculture in some regions may weaken the potential to preserve appreciated natural and cultural landscape and to host tourists

14. SWOT analysis Threatsof the BSR regarding sustainable tourism development • Development of socio-economic situation • Decreasing interest in SD by public • Political commitment • Development of the socio-economic situation • Declining small-scale agriculture • Increasing big-scale agriculture, “mass animal farming” • Politicians don’t see tourism as an industry • Declining public passenger transport services, especially in rural areas • No strict spatial planning on coastal areas, “secure accessibility for tourists”