ISLE OF WIGHT SWOT ANALYSIS Strengths Weaknesses BEING AN ISLAND UNDER INVESTMENT IN PUBLIC REALM SCENIC LANDSCAPE, SEASCAPE AND NATURAL INFRASTRUCTURE ENVIRONMENT SOME RESORTS IN NEED OF REGENERATION & SAFE FAMILY BEACHES INVESTMENT GOOD RAIL AND ROAD CONNECTIONS TO ISLAND PLANNING CONSTRAINTS WIDE VARIETY OF VISITOR ATTRACTIONS PERCEPTION OF HIGH COST OF SOLENT TRAVEL WIDE RANGING SPECIAL EVENTS PROGRAMME COST AND AVAILABILITY OF PARKING IN RESORTS DIVERSE HERITAGE OFFERS INCLUDING DIFFICULT TO DEFINE CORE PRODUCT HISTORICAL SITES PUBLIC TRANSPORT POOR IN SOME AREAS CHARMING AND VILLAGES LARGELY SEASONAL TOURISM RELAXED PACE OF LIFE A LACK OF INWARD INVESTMENT IDENTIFIABLE BRANDS (OSBORNE NEEDLES, SLOW RECOGNITION OF THE CHANGING VISITOR IW FESTIVAL ETC) MARKET TRENDS WIDE SELECTION OF PUBS, RESTAURANTS AND PERCEIVED POOR STANDARDS OF CUSTOMER CARE CAFES LACK OF 4/5 STAR QUALITY ACCOMMODATION RURAL LOCATION WITH MANY OUTDOOR SPACES TOO DEPENDENT ON CAR VISITORS IN BRITAIN” SUNSHINE HOURS RECORD NO DMP “BEST HIGH PROFILE MUSIC FESTIVALS TOO MANY EMPTY SHOPS IN THE SMALLER VILLAGES CENTRE FOR ACTIVITIES (SAILING,CYCLING, INCONSISTANT MOBILE PHONE COVERAGE WALKING ETC) THE DMO PARTNERSHIP Opportunities Threats FORMING PARTNERSHIPS WITH KEY A NATIONAL ECONOMIC DOWNTURN STAKEHOLDERS THE RESURGENCE OF LOW COST OVERSEAS ENCOURAGING GREATER PRIVATE SECTOR HOLIDAYS INVESTMENT DOMESTIC COMPETITION GROWING THE KEY SHORT BREAK MARKET THE LOSS OF TOURISM BEDSPACE SUSTAINABLY FAILURE OF THE ISLAND TO MEET VISITOR MEETING THE NEEDS OF A GROWING AND AGEING EXPECTATIONS AFFLUENT POPULATION FAILURE OF DMO PARTNERSHIP MARKETING CREATING A CORPORATE & INCENTIVE BREAKS THE DEPENDENCE ON CROSS SOLENT OPERATOR MARKET BUSINESSES IMPROVING THE QUALITY OF THE CORE PRODUCT UNDER INVESTMENT IN THE TOURISM PRODUCT PROMOTING STRONGLY THE“HOLIDAY NOT EMBRACING NEW TRENDS, VISITOR MARKETS ‘ABROAD’ MESSAGE” OR ASSOCIATED CHANGING MARKET TASTES ADDRESSING THE OVERSEAS MARKET POTENTIAL RESIDENTS’ LOW OPINION OF TOURISM CREATING TOURISM PRODUCTS CLIMATE CHANGE EFFECTING LANDSCAPE “DARK DOMESTIC TOURISM TRENDS 2014 2023 – Visit England report/Travel supermarket trends tracker 2013/UK Hotels forecast 2014 PWC To be able to make the right decisions for the future, we need to need to look forward, to ensure that we are ready to meet the opportunities and challenges that lie ahead.
ISLE OF WIGHT SWOT ANALYSIS Strengths Weaknesses BEING AN ISLAND SCENIC LANDSCAPE, SEASCAPE AND NATURAL ENVIRONMENT SAFE FAMILY BEACHES GOOD RAIL AND ROAD CONNECTIONS TO ISLAND WIDE VARIETY OF VISITOR ATTRACTIONS WIDE RANGING SPECIAL EVENTS PROGRAMME DIVERSE HERITAGE OFFERS INCLUDING HISTORICAL SITES CHARMING AND VILLAGES RELAXED PACE OF LIFE IDENTIFIABLE BRANDS (OSBORNE NEEDLES, IW FESTIVAL ETC) WIDE SELECTION OF PUBS, RESTAURANTS AND CAFES RURAL LOCATION WITH MANY OUTDOOR SPACES “BEST IN BRITAIN” SUNSHINE HOURS RECORD HIGH PROFILE MUSIC FESTIVALS CENTRE FOR ACTIVITIES (SAILING,CYCLING, WALKING ETC) THE DMO PARTNERSHIP UNDER INVESTMENT IN PUBLIC REALM INFRASTRUCTURE SOME RESORTS IN NEED OF REGENERATION & INVESTMENT PLANNING CONSTRAINTS PERCEPTION OF HIGH COST OF SOLENT TRAVEL COST AND AVAILABILITY OF PARKING IN RESORTS DIFFICULT TO DEFINE CORE PRODUCT PUBLIC TRANSPORT POOR IN SOME AREAS LARGELY SEASONAL TOURISM A LACK OF INWARD INVESTMENT SLOW RECOGNITION OF THE CHANGING VISITOR MARKET TRENDS PERCEIVED POOR STANDARDS OF CUSTOMER CARE LACK OF 4/5 STAR QUALITY ACCOMMODATION TOO DEPENDENT ON CAR VISITORS NO DMP TOO MANY EMPTY SHOPS IN THE SMALLER VILLAGES INCONSISTANT MOBILE PHONE COVERAGE Opportunities Threats FORMING PARTNERSHIPS WITH KEY STAKEHOLDERS ENCOURAGING GREATER PRIVATE SECTOR INVESTMENT GROWING THE KEY SHORT BREAK MARKET SUSTAINABLY MEETING THE NEEDS OF A GROWING AND AGEING AFFLUENT POPULATION CREATING A CORPORATE & INCENTIVE BREAKS MARKET IMPROVING THE QUALITY OF THE CORE PRODUCT PROMOTING STRONGLY THE“HOLIDAY ‘ABROAD’ MESSAGE” ADDRESSING THE OVERSEAS MARKET POTENTIAL CREATING “DARK TOURISM PRODUCTS A NATIONAL ECONOMIC DOWNTURN THE RESURGENCE OF LOW COST OVERSEAS HOLIDAYS DOMESTIC COMPETITION THE LOSS OF TOURISM BEDSPACE FAILURE OF THE ISLAND TO MEET VISITOR EXPECTATIONS FAILURE OF DMO PARTNERSHIP MARKETING THE DEPENDENCE ON CROSS SOLENT OPERATOR BUSINESSES UNDER INVESTMENT IN THE TOURISM PRODUCT NOT EMBRACING NEW TRENDS, VISITOR MARKETS OR ASSOCIATED CHANGING MARKET TASTES RESIDENTS’ LOW OPINION OF TOURISM CLIMATE CHANGE EFFECTING LANDSCAPE DOMESTIC TOURISM TRENDS 2014 – 2023 Visit England report/Travel supermarket trends tracker 2013/UK Hotels forecast 2014 PWC To be able to make the right decisions for the future, we need to need to look forward, to ensure that we are ready to meet the opportunities and challenges that lie ahead.
Draft%20IoW%20DMP%20version%203.docx