Strategic planning for sustainable tourism and destination competitiveness in the Afar Region of Ethiopia using an integrated SWOT-QSPM framework

Abstract The Afar Region of Ethiopia contains globally significant geoheritage assets, including the Erta Ale volcano and the Danakil Depression, yet its tourism potential remains underutilized due to infrastructure deficits, weak institutional coordination, and limited stakeholder engagement. This study applies an integrated SWOT–QSPM framework, supported by Internal and External Factor Evaluation (IFE/EFE) matrices, to systematically identify and prioritize strategies for sustainable tourism development and destination competitiveness. Data were collected from 210 respondents across six stakeholder groups using surveys, interviews, and field observations. Analytical results indicate moderate competitiveness, with strengths and opportunities slightly outweighing weaknesses and threats. QSPM prioritization highlights capacity building, infrastructure improvement, stakeholder collaboration, and targeted digital marketing as the most viable interventions. By combining qualitative insights with quantitative prioritization, the study advances methodological transparency and provides a replicable framework for resource-constrained destinations. The result supplements tourism geography and geoheritage management literature while offering actionable guidance for policymakers seeking to enhance sustainability, competitiveness, and community integration in emerging African tourism regions. The study contributes empirically and methodologically to tourism geography and geoheritage management literature and provides actionable insights for policymakers and practitioners in emerging destinations.