Components of a Situation Analysis

The situation analysis is a factual document and analyzes the information you have gathered in preparation for writing the tourism plan. The situation analysis answers two key questions:

  • What are the current economic and tourism conditions?
  • What opportunities and problems are you facing?

The situation analysis is an integral part of the tourism plan as it lays the foundation and analyzes the available information to make informed decisions that are described in the tourism plan. The sections in the situation analysis may include the following:

Heading Description
Introduction and methodology
  • Background on the community or sector and its intent regarding tourism development and the process being followed to develop the tourism plan.
Tourism product and destination analysis
  • Analysis of current and planned community or sector tourism products, based on completed inventory.
  • Identification of any infrastructure and policy issues.
  • Review of general product development issues such as human resources, residents’ views of tourism, awareness of tourism among businesses, quality issues, policy issues (tenure etc.) 
Macro environment
  • Global tourism and economic trends. 
B.C. tourism trends
  • Market size including number of visitors and visitor revenue, growth, visitor origin, relevant tourism product sector trends, and forecasts of tourism to B.C. and for the sector, if available. 
Visitor characteristics
  • Relevant visitor demographics, attitudes and behaviour, and spending patterns of visitors utilizing sector products, compared to visitors to the region or B.C., based on available information.
  • If appropriate, characteristics of visitors by tourism product sector could be included.
Evaluation of previous tourism marketing activities
  • Summary of previous tourism marketing activities for the community or sector and their results, if available.
Community or sector tourism organization structures
  • If a community or sector has not yet decided on an organizational or funding structure, an examination of potential structures could be included. 
Comparative analysis of other communities or sectors
  • Review other communities or sectors to learn about best practices, opportunities to cross promote and partnership opportunities.
Strengths, weaknesses, opportunities, and threats
  • A summary of the strengths, weaknesses, opportunities, and threats resulting from a facilitated planning session.
Conclusions and implications
  • The key insights from the situation analysis and planning session that identify the fundamental areas the tourism plan must address.