Download Croatia`s nautical tourism SWOT analysis

CROATIA'S NAUTICAL TOURISM – SWOT
(an analysis by PM 5 students 11/2012)
Strengths:
 NATURAL FEATURES: natural beauty, clean sea, indented coastline,
numerous islands, national parks, biodiversity, ecologically
preserved marine environment and seabed
 FAVOURABLE CLIMATE CHARACTERISTICS: favourable winds, no
extreme temperatures, no extreme tides or tidal streams
 NATURE + CLIMATE = safe navigation, good "experience for money"
 Feeling of PERSONAL SAFETY
 GEOGRAPHICAL LOCATION: vicinity of the main emissive markets
 Good traffic infrastructure (coastal airports, highways, ferries)
 MARITIME TRADITION: long tradition of boat building and boat
maintenance, people familiar with sailing, sea and weather
conditions
 PEOPLE: friendly, qualified, speaking foreign languages
 CULTURAL HERITAGE: material and non-material monuments
protected by UNESCO
 Market-oriented economy
 CUISINE: local specialties (fish, sea food + vegetables and healthy
dishes, smoked ham, cheese, wines)
Weaknesses:
 Poor TRAFFIC INFRASTRUCTURE and inadequate connections (i.e.
airlines, etc.)
 Insufficient PORT INFRASTRUCTURE and CAPACITY: insufficient
number of berths especially for large yachts.
 LOW QUALITY of accommodation facilities
 NON-DIVERSIFIED SERVICE & LACK OF ADDITIONAL SERVICES IN
PORTS AND MARINAS: such as repairs & maintenance, recreation
facilities (fitness, sauna, scuba diving, riding, trips...) kindergartens,
entertainment facilities (events, workshops, night life...)
 LACKING OR NON-DIVERSIFIED SERVICE = insufficient "value for
money"
 SHORT SEASON: June, July, August and September are considered as
"season"; lack of service / experience / value out of the "season"
 ADMINISTRATIVE OBSTACLES: complicated paperwork, too much
time is required for granting concessions, obtaining any permits for
building, etc.; inconsistency of legislation, inconsistency in
implementing the law and in privatisation
 POOR IMAGE: The image of a lower quality summer tourist
destination and the image of a country from the war-torn Balkans.
 IMPROPER WASTE MANAGEMENT: lack of awareness
 LACK OF EDUCATIONAL INSTITUTIONS (higher education maritime
schools, institutes and other associated institutions)
 Lagging behind in terms of concepts and technology
 Insufficient hospitality and charm
 Lack of professional management
 Lack of skilled staff
 LACK OF DEVELOPMENT STRATEGY.
Opportunities:
 Croatia is an INCREASINGLY POPULAR tourist destination
 EU MEMBERSHIP: repositioning on the European market
 creating NEW MARKETS
 IMPROVEMENT OF TRANSPORT FACILITIES AND INFRASTRUCTURE;
investing in roads and airports; extending and re-designing the
existing marinas and ports; building new ones
 DEVELOPMENT OF BOATBUILDING: the know-how, tradition and
acquisition of new technologies make the local boat builders
competitive in the national and international markets.
 MAKING A DEVELOPMENT STRATEGY OF THE NAUTICAL TOURISM:
development programs directed towards modern and ecological
marinas; revitalization of small ports; creating jobs on the islands and
preventing the brain drain
 DIFFERENTIATION and qualitative improvement of the services
 RE-DESIGNING THE IMAGE: development of brands (destinations,
food, eco-tourism...)
 investing in NEW FORMS OF TOURISM (sports, congress, health,
"dental", hunting, diving tourism + combination with nautical
tourism)
 EXTENDING THE "SEASON" to at least 9 months
 producing healthy food
Threats:
 ENVIRONMENTAL THREATS: mass tourism, crowded ports, lack of
awareness, urbanisation + overfishing = loss of habitats = loss of
species; noise pollution, oil spills, black waters, alien species, forest
fires
 UNCONTROLLED DEVELOPMENT of nautical tourism due to the lack
of strategy: concessions, occupation of the sea and the coastline.
 CONFLICTS with other forms of tourism and resource users
 Increasing REAL-ESTATE PRICE and more conflicts
 POLITICS: Inadequate legislation, planning and other regulations;
Possible lack of close cooperation at all political, administrative,
economic and social levels; political instability in the region;
terrorism
 CONFLICTS + POOR POLITICS = PUTTING OFF THE INVESTORS
 Loosing identity (abandoning traditional and less profitable
activities, bowing to “trends”, using foreign brands…)
 COMPETITION
 DECREASE IN DEMAND: due to fluctuations of nautical preference,
global crisis, decrease in purchasing power, demographic and
overall economic development in Western Europe