Sentosa Islands SWOT Analysis, Competitors & USP

Posted in Tourism and Hospitality, Total Reads: 8296

SWOT analysis of Sentosa Islands analyses the brand/company with its strengths, weaknesses, opportunities & threats. Sentosa Islands is one of the leading brands in the tourism and hospitality sector. The table below also lists the top Sentosa Islands competitors and elaborates Sentosa Islands segmentation, targeting, positioning & USP.

Sentosa Islands

Parent Company

Sentosa Development Corporation


Amusement Park/Theme Park


Tourism and Hospitality

Tagline/ Slogan

Asia’s Favourite Playground, Singapore’s Island Resort


Unique island resort with a mix of natural and man-made attractions

Sentosa Islands STP


Families, children and tourists

Target Group

Families living in Singapore and tourists from all over Asia


A park that offers adventure, entertainment and leisure at the same place

Sentosa Islands SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Sentosa Islands. Strengths are:

1. The park has won several prestigious awards in recent times including IAAPA, Excellent Service Award, ATTA among several others.
2. Sentosa attracts an average of 5 million visitors every year
3. The island resort is very easily accessible from Singapore Mainland.
4. Sentosa has earned a reputation for hosting major world class events like Forbes Global CEO Conference, Siloso Beach Party and Barclays Singapore Open
5. Popular branding and marketing in South Asian countries
6. Has attractions like golf course, beaches, attractions etc island resort ideal for both business and leisure


Here are the weaknesses in the Sentosa Islands SWOT Analysis:

1. The brand does not have a string presence outside Asia
2. Future developments will be restricted due to limitations on the available land space


Following are the Opportunities in Sentosa Islands SWOT Analysis:

1. Tourism is an emerging industry in Asia with a lot of potential. Sentosa can hope to attract tourists from the neighbouring Asian countries
2.Singapore is emerging as a popular tourist and shopping destination in Asia
3.Tie-up with international corporates and business houses to increase traffic


The threats in the SWOT Analysis of Sentosa Islands are as mentioned:

1.There neighbouring countries in South East Asia are strongly promoting themselves as tourist attractions and can hamper the inflow of international tourists into Singapore.
2.In the absence of continuous innovation, there is no incentive for a second-time visit.
3.Sentosa does not have an integrated theme as compared to some of its local competitors like the Jurong Bird Park, the Night Safari etc.

Sentosa Islands Competition


Below are the top 3 Sentosa Islands competitors:

1. Genting Highlands, Malaysia
2.Jurong Bird Park, Singapore
3. Disneyland, Hong Kong

The brandguide table above concludes the Sentosa Islands SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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