SWOT analysis of potentials of diving tourism and underwater heritage in Croatia, Slovenia and Montenegro

Abstract

The aim of this paper is to analyse potentials for development of diving tourism in Adriatic sea in destinations Izola, Mali Lošinj, Prvić and Budva. By using the tools of SWOT analysis each destination’s strengths, weaknesses, opportunities and threats has been described in the context of general conditions affecting the development of contemporary diving tourism market. Special emphasis is given to the Adriatic underwater and other heritage from ancient period as to analyse its potential to become unique selling point of diving tourism in Adriatic sea.

Keywords

• diving tourism
• underwater ancient heritage
• destination
• divers
• adriatic sea