旅游产业是资源消耗低、带动能力强、就业机会多、综合效益好的新兴产业。南充市旅游资源丰富,“十二五”期间政府将继续加大对旅游业的投入。本文应用SWOT方法针对南充旅游业发展所面临的机遇和威胁及自身的优、劣势进行分析,结果认为要想发展壮大南充市旅游产业需要在产品和营销推广上下工夫,并提出了相应的产品和推广策略。 The tourism industry is a new industry with low resource consumption, strong driving ability, many employment opportunities and good comprehensive benefits. Nanchong City, rich in tourism resources, “Twelve-Five ” during the government will continue to increase investment in tourism. This article uses SWOT method to analyze the opportunities and threats facing Nanchong’s tourism development and its advantages and disadvantages, and concludes that in order to develop and expand the tourism industry in Nanchong City, it needs to make efforts in product and marketing promotion and put forward the corresponding products Promotion strategy.