SWOT > Strengths Weaknesses Opportunities Threats Challenges we face Threats Variable customer service Peak visitation and workforce challenges reduces the capacity of the region to deliver quality customer service. Public managed visitor assets A lack of adequate government investment in the maintenance and renewal of publicly-managed visitor assets has resulted in a sub-standard experiences. Community engagement and support for tourism Community frustration at the lack of maintenance and renewal of public infrastructure and services, to support growing visitor numbers, has reduced support for the tourism sector. Climate change The region must actively address the threat of climate change. Population growth in Greater Western Melbourne and Greater Geelong The growing Western Melbourne & Greater Geelong populations will continue to drive visitation especially to the coast at the eastern end of the region. Volatility and economic viability of micro and small businesses The complete disruption from COVID has highlighted the volatility and sustainability of micro and small businesses across the region exacerbated by the high level of seasonality. Increased competition for core markets COVID has disrupted the traditional markets and there will be an increased level of marketing to attract our core market away from the region. Increased competition for discretionary spend The economic impacts of COVID could contract some key markets and see a shift from, overnight to day trips. Speed to implementation of investment in key projects Progressive implementation does not deliver optimum visitor experience. Process to drive public investment delivering a sub-optimum outcome Process does not optimise the investment or the opportunity to change the types of visitors attracted to the region. Heightened anti-tourism sentiment Impact on social licence. Implications of bushfire On planning and development, on sustainability of events. Workforce attraction Capacity to attract, retain, transport and house staffing is severely impacting on the capacity of the region to be open 7 days a week and deliver on visitor expectations. Profitless volume Development of product that stimulates increased growth in low yielding visitor segments. THE VALUE OF THE VISITOR ECONOMY PRE-COVID VISITOR RESEARCH VISITOR RESEARCH THE VISITOR JOURNEY THE VISITOR JOURNEY THE VISITOR JOURNEY REFOCUSING THE VISITOR JOURNEY REFOCUSING THE VISITOR JOURNEY REFOCUSING THE VISITOR JOURNEY CUSTOMER PROFILES CUSTOMER PROFILES CUSTOMER PROFILES THE PLAN OF ACTION THE PLAN OF ACTION THE PLAN OF ACTION Jump to section: SUGGESTED SECTIONS TO READ NEXT SUGGESTED SECTIONS TO READ NEXT SUGGESTED SECTIONS TO READ NEXT