SWOT analysis is one of the analysis methods that are used to evaluate the potential of tourism existing in a tourist destination. In this research, Birgi which is located within the boundaries of İzmir province, has been examined as a tourist destination in terms of strenghts, weaknesses, opportunities and threats. Birgi is a city hosted many civilizations throughout history. For this reason, the region has an important potential for cultural tourism and religious tourism especially with the structures from Turkish period . On the other hand, geographical location of the region allows the development of many alternative tourism types such as winter tourism, plateau tourism and camping caravan tourism. In the region, various tourist activities such as photo safari, botanical tours, paragliding, caving, fishing, water sports, mountaineering and bicycle tours can be organized. As a result of the analysis, it has been determined that the region has some positive aspects as well as some negative aspects. In the conclusion part of the research, the obtained data has been evaluated and the suggestions to use the tourism potential in the region more efficiently and the sustainable devlopment of it have been offered.
Key Words: Birgi, cultural assets, tourism potential, SWOT analysis.