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Wild Islands Tourism Advancement Partnership

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      • 1 Executive Summary
      • 2 Background and Context
      • 3 Strategic Approach
      • 4 Strategic Priorities and Actions
      • 5 Appendices
        • Appendix A – The Musquodoboit Harbour-Sherbrooke STEP Working Group
        • Appendix B – SWOT Analysis
        • Appendix C – Tourism Nova Scotia Visitor Statistics
        • Appendix D – Timeline of STEP Working Group Activities
        • Appendix E – Community Consultation #1 Inputs
        • Appendix F – Wild Atlantic Way Positioning/Brand Best Practice
        • Appendix G – The Tourism Nova Scotia Toolbox
        • Appendix H – Brand Creative Brief
        • Appendix I – Reference Documents Reviewed
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You are here: Home / STEP Strategic Plan / 5 Appendices / Appendix B – SWOT Analysis

Appendix B – SWOT Analysis

Following are the results of the Musquodoboit Harbour-Sherbrooke STEP Working Group’s SWOT analysis process:

Strengths

  •  The existence of the vast network of coastal islands.
  •  Beaches.
  •  Scenic, rugged headlands.
  •  Significant emphasis placed on the destination area by the Nova Scotia departments of environment and  natural resources, the Nova Scotia Nature Trust, etc.
  •  Proximity to Halifax and Robert Stanfield Halifax International Airport.
  •  Ready access via Highway 7 and other local roads.
  •  Fresh air.
  •  Sense of wilderness.
  •  Heritage attractions and venues.
  •  Provincial parks.
  •  Nature Trust initiative.
  •  Pure and pristine.
  •  Few if any fast food operations

Weaknesses

  •  Road conditions.
  •  Lack of critical mass of tourism services.
  •  GPS gap.
  •  Lack of scenic pull-offs.
  •  Lack of public WiFi and cellular telephone services
  •  Lack of experiences.
  •  Lack of awareness and recognition.
  •  Lack of facilities and services

Opportunities

  • Several good parallel initiatives are in order (e.g. 100 Wild Islands initiative, Nova Scotia Nature Trust, etc.).
  • Capitalize on the Eastern Shore Islands Wilderness and associated coastal provincial lands.
  • Capitalize on the Eastern Shore Islands Wildlife Management Area.
  • Unencumbered fresh start on defining the product and the brand.
  • Strong chance to compete within Nova Scotia Tourism’s Outdoor Enthusiasts value segment.
  • Strong chance to compete against tired Nova Scotia products and travel patterns.
  • Outstanding freshwater and tidal coastal paddling.
  • Recognize and fulfill premise that the Archipelago (apart from the north) is the last undeveloped, wild coastline in North America.
  • ‘See’ the coastline through Champlain’s eyes.
  • Rainforest context.
  • The territory is secured due to parks, protected areas, abundance of crown land, etc.
  • River systems leading to the coast are important factors in what Outdoor Enthusiasts are looking for.
  • Chance to create new loops and in-out access points to the coast.
  • Chance to emulate the ‘best-of’ the Fundy Trail Parkway.

Threats

  • A general lack of capacity.
  • A tendency for some stakeholders to be parochial rather than thinking big and building on what is truly unique.
  • Nova Scotia is focused on other shinier coins.
  • Highly competitive environment.
  • Potential for the loss of quality opportunities for public recreation and nature-based tourism due to unplanned and/or incompatible development.

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