Nigeria's agricultural and commercial sectors rely heavily on honey production. Despite its significance, the expansion and efficiency of the honey sector are hampered by obstacles faced by producers and marketers. Hence, the purpose of this study is to examine the strengths, weaknesses, opportunities, and threats faced by honey producers and marketers in Nigeria's Cross River State. The Electronic Kobo Toolbox Mobile application was used to sample 301 respondents using systematic and purposive sampling procedures. A semi-structured questionnaire was used for interviews with hunters and beekeepers. To confirm and improve the information, three focus groups and ten key informant interviews were held. Using descriptive statistics, the data was examined. Results showed that 90.8% of respondents recorded a decline in honey availability due to seasonality in honey production, honey adulteration, inadequate processing tools, lack of start-up capital and inefficient beekeeping practices. Rising costs, challenges to livelihoods, and possible biodiversity loss as a result of dwindling bee numbers are some of the economic and environmental effects of decreased honey availability. Production trends show that favourable colonization conditions and better yields during the harvest season contributed to increased production for 28.9% and 27.3% of respondents respectively. However, 34.9% identified lower colonization rates as the key factor driving production declines. SWOT analysis of honey production and marketing reveals strengths in indigenous knowledge, access to high-grade natural resources, and the good reputation of honey products. Weaknesses include financial limitations, poor processing technologies, and fragmented market structures. Opportunities include capacity-build initiatives, favourable government policies, and the large supply gap in the honey market, while threats such as limited governmental support, honey adulteration, and agrochemical impact on bee populations pose significant risks to the industry. There is a need for Government intervention to support sustainable honey production practices.