Marketing Report: SWOT Analysis of Yarra Valley Tourism Destination

This report presents a SWOT analysis of the Yarra Valley as a tourism destination in Victoria, Australia. The analysis begins with an introduction to Victoria's tourism landscape, emphasizing its natural beauty and the Great Ocean Road. The SWOT analysis then examines the Yarra Valley's strengths, such as its appeal to tourists seeking relaxation and its renowned wine production, including Pinot Noir, Chardonnay, and Sparkling Wine. Weaknesses identified include limited duration of stay, seasonal appeal primarily in winter, and a lack of diverse attractions beyond wine-related activities. Opportunities discussed include the potential for increased employment within the tourism sector, government support through the Local Tourism Association Network, and the rising demand for wine. Threats include fluctuating climate conditions, increasing competition from other tourism destinations, and potential government regulations such as taxes. The conclusion underscores the Yarra Valley's attractiveness as a tourism destination, highlighting its focus on competitive strategies to counter challenges and maintain its appeal.

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tudent a eS N m
2/8/2020

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Contents
Introduction......................................................................................................................................3
SWOT Analysis...............................................................................................................................3
Strength of Yarra Valley:.............................................................................................................3
Weakness.....................................................................................................................................3
Opportunities................................................................................................................................3
Threats..........................................................................................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

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Introduction
Victoria is situated in south-eastern of Australia. It is mainly famous for its beauty, nature
and the Great Ocean Road. The road after a point connected with the wonderful national parks,
coastline and unspoiled areas. Victoria interlinked the state to the rest of Australia and it also
offers employment opportunities to grow. People always love once they visit Victoria as its
environment, beauty is tremendous. Victoria is called as the City of Gardens (Oczkowski, 2017)
Strength
 The tourists love to visit at such place, as it is the region where all the stress and tension
just get vanish, it is a peaceful place and it is one of the feasible places that make possible
for the tourist to visit. Furthermore, the transportation system is feasible and the Airport
is nearby the place.
 YARRA Valley region is consider as one of the favorite places for all the people in
Victoria due to the reason it is famous for the variety of wine they deliver (Pratt, 2019)
 This place is the most popular place in Victoria for Pinor Noir, Chardonnay, and
Sparkling Wine. It is considered as the best place to enjoy for the person who loves the
taste of wine. Therefore, YARRA Valley is known for its drink and food (Oczkowski,
2017)
Weakness
 The people can stay at such place for limited days only, due to the main reason YARRA
Valley is one of the small places that can be cover in 3 days that regret the tourists to
stay for longer period of time
 The wine is majorly preferred in winter only. Therefore, people generally do not prefer
to visit such a place in summers that can affect the overall sales or revenue of the city to
a certain extent as a comparison to other tourist places

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 Apart from visiting and enjoying the famous place for two days, there is nothing much
to explore. It is famous for wine only therefore if an individual does not like wine then
they are least interested in visiting such place (Pratt, 2019).
Opportunities
 The level of employment is expected to increase with the increase in the tourism industry
of YARRA Valley. It is now becoming more famous that can provide high employment
opportunity
 The Government of Australia participated in developing a Local Tourism Association
Network and also improves its relationships with others by collaborating with them that
will help in enhancing the growth of the tourism industry in YARRA Valley.
 The demand for the wine is expected to be enhanced in the near future which can also
increase the interest of visitors to visit such place (Pratt, 2019)
Threats
 The fluctuating climate condition is the biggest threat for the tourism industry and it is
also considered as one of the reasons behind the tourist to not choose this destination.
Therefore, people prefer to visit such a place in winter that can affect sales in summer to a
certain extent.
 The level of competition is expected to increase at a greater level as other countries have
taken various steps in developing its tourism industry that can affect the sales of YARRA
Valley.
 The government can also impose a high tax on wine and hotels that can affect the overall
cost of such an industry to a certain extent (Staley, Blackman, & Oczkowski, 2017)
Conclusion
Victoria as a tourism destination is considered one of the wonderful places. It is known as
City of Garden in Australia. The people majorly come for vacations that enhance the overall
business of YARRA Valley to a certain extent. YARRA Valley is majorly famous for wine that
made them popular among the people in Victoria and in other countries as well. However, it is
one of the small places that can be cover in 2 to 3 days. Increase in level of competition, and

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other government regulation can affect the revenue of the company to the certain extent.
Therefore, it is required for the city to focus on the competitive strategy to compete its
competitors in an effective manner.

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References
Oczkowski, E. (2017). The preferences and prejudices of Australian wine critics. Journal of wine
research, 28(1), 56-67.
Pratt, M. (2019). The Image of a Wine Tourist and Impact on Self-Image Congruity. In Wine
Tourism Destination Management and Marketing (pp. 45-65). Palgrave Macmillan,
Cham.
Staley, L., Blackman, J., & Oczkowski, E. (2017). Wine pricing: The price determinants of
Australian Rieslings. Wine & Viticulture Journal, 32(6), 53.