Turizam Volume 27, Issue 4-2



Authors: Snehal Patil, Ravindra Jaybhaye

Abstract: Tourism development in the South Asian region has gained a significant attention in recent years due to its potential to contribute in economic growth, poverty reduction and regional integration. However, this region faces several challenges including political instability, security concerns, insufficient infrastructure and limited coordination among stakeholders. The aim of this paper is to deliver an in-depth assessment of the challenges and opportunities for the progress of tourism industry in South Asia. This paper uses the SWOT model and a derived matrix for sustainable growth in the South Asia tourism industry. The data sources for the study are related literature reviews, field observations, interviews with professionals and questionnaires distributed to 100 international travellers. The internal strengths and weaknesses as well as external opportunities and threats of the country’s tourism industry were identified, followed by strategic planning based on the SWOT matrix and weighted decision matrix. The findings concern the use of the SWOT technique as a research method and an evaluation of South Asia’s tourism potential. The findings of the analysis reveal that, tourism development strategies have to implement includes promoting travel as a driver of economic expansion and job creation, establishing public-private partnerships and integrated marketing campaigns, collaborating on human resource development, improving the quality of facilities and infrastructure, promoting places of interest on a continuous national and international scale, as well as developing various tourist attraction products with the participation of independent contractors, small-scale tourism service providers. Overall, this study can provide valuable insights into the region’s potential for growth and collaboration, helping to promote economic development and cultural exchange across the region.

Keywords: SWOT Analysis, Tourism, Tourism Development Strategy, Weighted Decision Matrix

DOI: 10.5937/turizam27-43676

Article info: 212-227

Received: March 2023 | Accepted: December 2023

Full text: