The hotel and Tourism Industry is on the rise with increasing revenues. On seeing the healthy figures in the annual report of Shangri-La Hotels, I was curious to know about their strategies in the competitive industry. The report aims to find out the marketing strategies and whether they can sustain their position with the same tactics. The current position of Shangri-La Hotels in the Global Market is strong. It has been covered using PESTLE Analysis and Porter’s five forces. It includes the external factors affecting business and how Shangri-La Hotels will deal with them.