Trends in Portuguese tourism: a content analysis of association and trade representative perspectives

A SWOT analysis is used to perform a content analysis on the proceedings of The Portuguese Hotels Association Conferences (1993‐1999). The analysis undertaken aimed to identify the main trends and key issues in the Portuguese tourism and hospitality sectors. From the analysis it is identified that there is an absence of a clear and enduring strategy on issues like differentiation and positioning of its products and services, marketing research and product portfolio management. The analysis of the sector’s main strengths against the key trends indicates that tourism and hospitality depend too much on the environmental changes. Some of the main constraints that lead to the incapacity to capitalise on the key trends are the excess of governmental control, difficulties in reaching new markets, and over‐dependence on EU funds for investments.