Department of Geography



GEO 631: Explorations in Travel and Tourism

Winter 2005



Assignment 3


Prepare a SWOT analysis of the particular tourist destination (e.g., Toronto, Niagara Falls) or a SWOT analysis of a particular tourist facility (e.g., ROM, CN Tower).


The analysis should include a table resembling the two examples that follow, as well as an analysis.


Due date: at beginning of class on March 1.


SWOT Analysis of Iceland


Distinctive and exotic natural environment (geysers, volcanic mountains, glaciers, midnight sun)

Established cultural and historic heritage (saga sites, Viking culture)

Good access to Keflavik airport and reasonable accommodation stock (particularly in Reykjavik)

Well established profile with committed specialist tour operators


Seen as remote and largely outside the average tourist’s ‘considerations set’ as a destination

Extreme seasonality of climate and travel conditions mainly dictate summer visitation, especially into the interior

Poor family destination doe to lack of things for children to enjoy

Poor travel infrastructure (no trains, poor roads especially in interior)

Poor historic built environment since little architecture survives pre-1900


Excellent development possibilities for specialist interest markets including: green tourists, natural history enthusiasts, sporting enthusiasts (fishing, river rafting, climbing, etc.)

Opportunity for short city break development with Reykjavik as a trendy centre for up-market done-everything tourists looking for something different

Opportunity to develop Reykjavik as a conference centre


Other Scandinavian destinations

Cost factor may put Iceland at a major competitive disadvantage to other destinations


Continuing difficulty of finding funds to market/promote awareness/destination image (with small tourist base, expensive promotion is impossible)

(p. 119 in Seaton, A.V. and M.M. Bennett 1996 Marketing Tourism Products: Concepts, Issues, Cases (London: International Thomson Business Press)


SWOT Analysis of Scotland


Natural environment well preserved heritage


Range of visitor attractions

Wide range of accommodation types

Excellent activity and special interest holiday facilities

Good road, rail and air links from Europe



Accommodation standards variable

Service standards variable

Absence of children’s facilities

Low on bad weather activities

Poor package tour presentation

Information for travellers often poor

Some environmental problems (beaches dirty, mountains eroded, fauna and flora badly presented)

Problems of seasonal imbalance

Problems of regional imbalance


Extending the season

Development of holidays linked with culture and environment

Develop young outdoors market

Development of customized packages

Development of fauna, flora, culture products

Extending geographical base of tourism out with Glasgow/Edinburgh



Failure to keep up with competition

Growth of competition in future (e.g., eastern European destinations)

Seaton, A.V. and B. Hay 1998 “The marketing of Scotland as a tourist destination, 1985-96” in R. MacLellan and R. Smith eds Tourism in Scotland (London: International Thomson Business Press) 209-240


Due date: at the beginning of class on March 1.