In this article, I discuss the tourism potential of Belarus by means of SWOT analysis. It is argued that thanks to a beautiful landscape and unique architecture, Belarus has a great tourism potential. However, the national statistics from Belstat suggests that this potential is yet to be utilized. With a direct contribution of only 1.2 billion USD, the share of travel and tourism activities in the Belarus economy is well below the world average. This can be attributed to several factors. Visa and language barriers are the main obstacles in the development tourism sector. European Commission initiatives and application of OECD’s recommendations can help to boost the number of tourists and thereby tourism revenues in the long term.
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