In today’s generation, tourism has become an important part of the business. A large number of people travel through the world as tourists. Tourism requires a lot of money that has to be invested. This is the reason why tourism has become a large business across the world (Olya, 2018). The large business requires big marketing strategies that can help to increase business. The tourism marketing helps business to attract more customers. The tourism market helps in designing various strategies to attract customers. The customers are given various opportunities for traveling by showing them various tourist spots. Tourism marketing helps in providing the best deals to the customers in order to increase the business.

Big tourism companies such as The European Travel Commission are a non-profitable organization that works for promoting tourism in Europe (Hennessey, 2019). This organization is based in Brussels. The organization follows various strategies in order to have the proper functioning of the organization.  The European Travel Commission follows new marketing strategies that have the cross-market thematic promotional approach. The European Travel Commission has brought new strategies such as Horizon 2022. Horizon 2022 is a new marketing strategy. The aim of this new Horizon 2022 is to make Europe a huge and distinctive tourist destination in the world. Horizon 2022 also focuses on digital marketing. This new strategy also promotes products and has a thematic approach.

Situational analysis

The situational analysis helps with the research and study of the organization as well as the customers (Hollensen, 2019). The situational analysis helps with the analysis of a certain part of the audience. This analysis helps in overcoming the issues related to the marketing process. This analysis can help in understanding the factors that are related to the marketing process. This assessment is referred to as SWOT. The SWOT analysis consists of strength, weakness, opportunity, and threats. The situational analysis is also called the internal analysis of the weakness as well as the strength. The external analysis in the situational analysis is done on the organization to assess the organizations’ opportunities and threats.

This analysis is done on the European Travel Commission to buildup strategies of the company. The European Travel Commission used these strategies to make particular goals about their organization. This goal gives the organization a motive and purpose to work and make progress. The SWOT analysis has helped the European Travel Commission to work on the weak area that in the future can help in the upcoming opportunities (Hicks, 2017). The most important and effective way of this strategy is multiple perspectives. The multiple perspectives help in analyzing the smallest possible factors in the organization’s process. This helps the marketing process to be prepared for the worst-case scenario. Situational analysis works in analyzing the different situations of marketing such as competitive situations, distribution situations, environmental factors, and opportunity and issue analysis. The tourism marketing is also affected by environmental factors. Environmental factors have both positive and negative impacts on tourism marketing. The environmental factors can act as an opportunity as well as a threat to tourism marketing.

Tourism marketing can through situational analysis in various ways. Here the three ways in which situational analysis can be done in the tourism market. These are PESTEL, SWOT, and Porter’s 5 Forces.

SWOT Analysis

The SWOT analysis of the tourism marketing industries depicts strength, weakness, opportunity, and threat (Gürel, 2017). This analysis has helped in improving marketing strategies. The SWOT analysis is based on the European Travel Commission.  The European Travel Commission has developed a new strategy i.e. Horizon 2022 that planned as a five years strategy.


This section discusses the strength of the European Travel Commission. The European Travel Commission has launched a new strategy for the effective operation of the organization. The new strategy is Horizon 2022 which aims to enhance the tourism factors in the European countries. The Horizon 2022 has a plan to have a distinctive image of Europe is not only tourism but also in various other marketing sectors (Garcês et al., 2020). The Horizon 2022 follows the thematic approach to tourism marketing. The marketing is based on particular plans and themes. The thematic approach focuses on the product. The products are their priorities in marketing strategies. This strategy was implemented by substituting traditional factors and approaches. Horizon 2022 has promoted investments in tourist spots in order to increase the quality of the place. The Horizon 2022 has impacted various factors of the tourism organization such as marketing approach, research, segmentation of the organization, and budget. These changes in fact affected the partnership of the organization.


The European Travel Commission has lost various market shares due to improper strategies present in the organization. The tourism organization has risked its long-haul market shares to its parallel organizations in tourism. This section describes the weakness of the marketing strategies related to tourism in the European Travel Commission (Aksu, 2019). The European Travel Commission did not have any plans or strategies in dealing with environmental factors. The environmental factors can act as a weakness as well as the opportunity in the tourism marketing industries. This analysis helps in determining the variables that contribute to the tourism organization’s weakness. The European Travel Commission (ETC) has no strategies in dealing with overpriced hotels and traveling. Apart from this, there is not a distinct revenue system that can help the European Travel Commission (ETC) in the seasonal changes.


The opportunity analysis can help with the upcoming opportunity for the European Travel Commission. From the analysis, the European Travel Commission is predicted to suffer the loss of the market shares. However, tourism will grow in the next few decades. This is a great opportunity for the European tourism company. The loss of the market share should be addressed. The European Travel Commission is getting more actively involved in marketing. The research data is related to marketing is more generic. European tourism has brand loyalty from customers. This makes European tourism more and more reliable and is much likely to succeed in upcoming decades. The European Travel Commission has attracted the right people in the tourism marketing business.


The tourism marketing also faces threats that can decrease the profits of the organization. The common threat faced by the tourism industries is pollution, economy, climate, terrorism, etc. The tourism market is mostly affected by seasonal changes (Rydén et al., 2020). Environmental factors such as seasonal changes can affect mass tourism in certain regions. This makes the European Travel Commission (ETC) less stable and it becomes more seasonal. The European Travel Commission (ETC) faces large tourist crowd in the peak season and suffer loss in the low season.

PESTLE analysis

Political analysis

Political factors are a very important factor that influences the marketing industries. There are a few departments such as tourism, restaurants that are greatly affected by political factors (Zahari, 2019). The restaurants are responsible for making the delivery, cooking, purchasing, the political factors also differ in impact from the region; the political factors such as tax reforms or health and safety guidance. There should be proper decisions that can minimize the impact of political factors.

Economic factors

The restaurant and the tourism marketing industries are facing economic factors while the operation of the organization. The inflation of the economy can affect these restaurants and the tourism marketing industries (Eslami et al., 2018). The inflation rate is directly related to the economy of the nation where the restaurant and the tourism marketing industries are operating. There are various other economic factors that are affecting the economic factors such as consumer disposal. These factors are more likely to affect the food industries of the nation. The disposal income of the customer shows where they are going to eat.

Social factor

The restaurant and the tourism marketing industries are also affected by the social factors that can affect the economy of the organization. People are getting more and more health-conscious. The social factors of the nations determine what kind of food the restaurant is serving. The restaurant menus are more affected by it. Thus, the restaurant business can differ from nations to nations. The restaurant business is also affected by another social factor such as lifestyle. The peoples’ food habit also has a great impact on the restaurant and the tourism marketing industries.

Technological factors

Technological factors have created its impact in each every industry across the globe. The restaurant and the tourism marketing industries are also affected by technology. This factor is the most dynamic factor in this PESTLE analysis. There are many factors that have helped the restaurant business owners that are surveillance, online advertisements, management, and global recognitions. These technological factors are also helping in increasing the profitability of the organization. Since the advertisement of the organization is costly on the television, the organization can use social media for the cheaper and more convenient way of advertising the business.

Legal factors

The legal factors are also important while dealing with the restaurant and the tourism marketing industries. There are various government factors involved in the restaurant and the tourism marketing industries. The restaurant and the tourism marketing industries have to follow certain rules and regulations in order to have legal stability. There are several factors that the restaurant has to face while dealing with the organization such as food as well as wages of the employees of the organization.

Environmental factors

The restaurant and the tourism marketing industries also have to face environmental challenges. Environmental factors can have a direct impact on the restaurant and the tourism marketing industries. There are certain factors such as food style, eating, habits, or traveling habits that can affect the ecological system of the environment.

Porter’s 5 forces

The porter five forces analysis helps in analyzing the five different methods that can help in the organizations’ marketing problems. The porter five forces analysis can also be used in the restaurant and the tourism marketing industries. This model can be applied to any segment of the industries (Nguyen, 2018). This analysis will help in analyzing the factors that can help the restaurant and the tourism marketing industries to sustain at various levels of industries. The business strategies, as well as the structure of the organization, can be understood by the porters’ five forces analysis.

The porters’ five forces are based on these factors:

  1. The porters’ five forces are used for the analysis of the competition in the restaurant and the tourism marketing industries.
  2. The organization can also get benefited from this analysis by analyzing the power of the customers.
  3. The power of the suppliers is also analyzed by the porters’ five forces analysis. This is very important in the restaurant and the tourism marketing industries.
  4. The products in the restaurant and the tourism marketing industries are substituted with the new product. This product may face various threats in the industries which have to be analyzed.
  5. The porters’ five forces analysis can help in knowing the potential of new products entering the industry.


The objective of this report is to analyze the strategies of the restaurant and the tourism marketing industries. The marketing strategies are analyzed on the basis of 7P’s of marketing. However, there are several other marketing strategies that can be used in this report. This strategy helps in analyzing several factors that are related to the organization. This also helps with the goal achievement of the organization.

Marketing strategies

The marketing strategies survey is important in making the organization more and more successful. The marketing strategies help in making the plan for the organization that can be used in the marketing process. There are several factors that can be considered while designing a marketing strategy. These factors are the organizations’ value proposition, key brand messaging, data on target customer demographics, and other high-level elements. The market strategies are different from the marketing plan as it helps in providing data related to several factors. The marketing strategy depends on the overall output of the organization. The marketing strategies are based on the purpose of attracting customers.

The marketing mix

The marketing strategies use the marketing mix tools in order to analyze various factors. The main purpose of marketing mi the tools to have knowledge about the organizations’ products and brands they are offering (Kotler et al., 2018). Since marketing is continuously changing business that can depend upon the trends and the customer’s needs. The marketing mix tool has two different approaches i.e 4Ps and 7Ps.  The 4Ps marketing mix reflects the ideas of product, place, price, and promotion. The 7Ps is the more evolved and gives a more in-depth idea about the marketing strategies (Saidani et al., 2019). These are discussed below.

The 7Ps marketing mix

  1. People – the organization should consider the customer’s needs will planning or implementing and strategies. This also related to the employees of the organization. The organization should focus on making the employees’ efficiency better.
  2. Process – This factor is related to the service delivery of the product. The organization should be delivering the product related to the customer.
  3. Physical evidence- There should be physical evidence related to every product that are offered by the organization.
  4. Product- the product should be based on the consumers’ needs.
  5. Place- the organisation should focus on the product that it is made available to the consumer easily.
  6. Price- the product should have the proper value for money.
  7. Promotion- the product should go through proper advertisement, sales promotions, etc.

Action plan

These strategies have to implement in the organization in order to have effective output of the consumer. During the implementation of the plan, it is important to have the right expectation from the outcome. Tourism marketing is done by analyzing the purpose and type of organization. Tourism marketing is done on the basis of several factors. These are location marketing, activity marketing, and corporate marketing. The tourism company can build strategies based on location, price, etc. Tourism marketing can take help of various mediums for the advertisement. These mediums can be televisions, internet websites, social media, etc. Social media can be very effective in promoting tourism for their company. The social media helps in reaching the wide range of the audience as compared to the other media of advertisement. A traditional method such as newspapers, magazines, articles, etc. can also be an effective medium in promoting tourism.


There should be proper team management in the organization in order to have proper implementation of the marketing strategies. There should be a proper timeline and strategies that should be followed. These plans should be tracked according to the timeline set up by the organization.


In this report, the marketing analysis is done on the tourism and marketing business. Tourism and marketing business has several factors that needs to be considered while planning any strategies. The analysis is done on the basis of the St. John British Restaurant as well as the European Travel Commission. Here various approaches are used for the analysis of various aspects of the restaurant and the tourism marketing business.


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