APPENDIX 21 IW Tourism Staff SWOT Analysis of IW Product

STRENGTHS Close to ingress point for continental ferry Safe, attractive environment Safe, clean family beaches Sunshine hours Island status underlines feeling of “getting away” Huge diversity of spectacular coastal and inland terrain Relative underdevelopment Pace of life Major focus of yachting activity Some high quality visitor attractions and places of interest Historic buildings – Carisbrooke Castle, Osborne House, Roman Villa etc Association with Royalty and historic figures Wide range of accommodation and improving quality of accommodation Wide range of food and drink Towns for shopping etc

WEAKNESSES Resort regeneration Planning constraints restrict new development certain areas under subscribed by accommodation providers Low hotel occupancy out of season Lack of public transport in some areas Roads and parking Limited indoor attractions for wet weather Lack of consistency in quality of attractions and places of interest Some accommodation lacks quality Lack of professionalism in leisure/tourism/hospitality Lack of community planning Lack of competition – “Island Standards” apply Lack of definitive “ownership” over tourism strategy Lack of complementary inter-regional strategy – do visitors to the South get encouragement to come to the Island?

OPPORTUNITIES Tourism is a growth industry Reduced seasonal sensitivity in short break markets Improved access to information and distribution – on a global basis Improving skills base in tourism/hospitality IW recognized as a Rural Development Area SRB6 – town regeneration programme Tourism can demonstrate benefit to “quality of life” E-commerce opportunities – industry very suitable for development Potential for profitable partnerships

THREATS Macro-economic issues (recession) Currency fluctuations Competition – low cost and easy availability of overseas holidays Loss of accommodation capacity to residential/other uses, particularly in resorts IW could lose its “difference” and become more like the Mainland Conservation will inhibit leisure developments in line with consumer expectations Lack of investment in infrastructure Lack of continuity in local Government planning and finance Island residents don’t appreciate relevance of tourism