1. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR agora SWOT analysis of sustainable tourism development in the Baltic Sea Region Jūrmala, June 2006 Discussion Results

2. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis This document shows the present state of a agora SWOT analysis of the BSR regarding sustainable tourism development: BLACK TEXT: draft version as presented by Prof. Steingrube in Jūrmala (see also complete presentation) BLUE TEXT: added/adjusted by Strategy Factory discussion in 4 working groups in Jūrmala

3. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Strengths of the BSR regarding sustainable tourism development Geography and History The Baltic Sea (both for recreation and as joining element) diverse nature and landscape (wildlife, lakelands, islands, coastlines (sand, cliffs, meadows), bogs/marshes) “good” climate Four seasons: different expression of nature etc./ holiday types for each season diverse culture and history (Vikings, Hansa, Brick Gothic, Amber…) Tourism demand Diverse holiday preference of BSR-tourists (not limited to a certain type of holiday, like sun&beach in the Mediterranean)

4. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Strengths of the BSR regarding sustainable tourism development Marketing Labelling systems for more sustainable tourism products (missing in Russia?) Numerous initiatives and projects promoting sustainable tourism Thematic and geographic co operations on sustainable tourism IT use: cooperation/distribution chances for SMEs Innovative and creative suppliers for sustainable tourism products Important: oAwareness of the strengths oDifference compared to competitors

5. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Weaknesses of the BSR regarding sustainable tourism development Geography and History Short summer season/seasonal fluctuations Insufficient support structures for boosting and transferring innovations due to low population, settlement and tourism density Shy mentality Marketing Lack of supply chain management Poor knowledge of market requirements and customers requests Poor visibility of sustainable tourism products

6. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Weaknesses of the BSR regarding sustainable tourism development Lack of sustainable tourism products meeting the market requirements Lack of target group orientated cooperative marketing for s.t.products Partly poor knowledge of employees in the tourism sector regarding product development, service requirements, quality and languages Quite few value for money in comparison with destination outside the BSR Policies and Society Lack of coordinated and implemented sustainable tourism policies Partly poor accessibility, in particular with public transports

7. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Weaknesses of the BSR regarding sustainable tourism development Gap between strategies and practices Eutrophication (algae blooms) Environmental problems in some areas Cooperation/Communication Poor cooperation between rural and urban areas in tourism Partly low environmental know-how in the tourism industry Lack of understanding between nature conservation and tourism Lack of communication between cultural heritage experts and tourism

8. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Opportunities of the BSR regarding sustainable tourism development Geography and History Two worlds (East and West) Three worlds (+ North) Many different landscapes Many experts / Cooperation models (goes with networking) / Lot of knowledge / Long history of tourism Different traditions and methods Mapping of resources as a starting point / Potential for crossnational routes / Cultural mapping Resource base & Event culture

9. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Opportunities of the BSR regarding sustainable tourism development Tourism demand Growing interest and demand in nature and culture tourism Increasing customer awareness on sustainability issues Usability of IT solutions for sustainable tourism development Wellness/Health issues (especially for elderly people) Marketing Development of strategic co-operations (vertical, horizontal, lateral: see tool box), cluster and networks

10. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Opportunities of the BSR regarding sustainable tourism development Policies and Society Increasing cost of fuel Growing importance of tourism for sustainable development Successful environmental policies Experience economy in growth Creative man society Mobility (including employability) ? Contribution to the globalisation (BSR as a SD model)

11. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Opportunities of the BSR regarding sustainable tourism development Cooperation/Communication Model for sustainable development Baltic 21 / Labs for sustainable nature tourism Cross-sectoral fertilisation (resulting in innovation) Culture of networking (goes with coop models) Intercultural understanding / Intercultural exchange / Common language: English / Mixed/additional social skills

12. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Threats of the BSR regarding sustainable tourism development Tourism demand Growing competition with destinations outside the BSR and inside the BSR/the same country Increasing expectations of customers Marketing Quality of services don’t meet the need for fast growing expectations from customers No benefits for local population from tourism No framework for innovation in tourism existing

13. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Threats of the BSR regarding sustainable tourism development Policies and Society Decreasing public interest and political commitment regarding sustainable development Degradation of the environment, nature and landscape Declining public passenger transport services (mainly in rural areas) Environmental problems associated with growth in road, air and sea transport Declining agriculture in some regions may weaken the potential to preserve appreciated natural and cultural landscape and to host tourists

14. AGORA - Network Sustainable Tourism Development in the Baltic Sea Region Project part-financed by the European Union Draft SWOT analysis of sustainable Approved as a Baltic 21 Lighthouse Projecttourism development in the BSR SWOT analysis Threats of the BSR regarding sustainable tourism development Development of socio-economic situation Decreasing interest in SD by public Political commitment Development of the socio-economic situation Declining small-scale agriculture Increasing big-scale agriculture, “mass animal farming” Politicians don’t see tourism as an industry Declining public passenger transport services, especially in rural areas No strict spatial planning on coastal areas, “secure accessibility for tourists”