UNWTO defines (1) Competitiveness of a Tourism Destination as “the ability of the destination to use its natural, cultural, human, man-made and capital resources efficiently to develop and deliver quality, innovative, ethical and attractive tourism products and services in order to achieve a sustainable growth within its overall vision and strategic goals, increase the added value of the tourism sector, improve and diversify its market components and optimize its attractiveness and benefits both for visitors and the local community in a sustainable perspective.” 

There is an inextricable link between competitiveness and its key quantitative and qualitative factors and the pursuit of competitiveness has become a major policy objective for NTAs at the central government level and a strategic issue for DMOs at the regional and local level.
Since its establishment in 2013, the Committee on Tourism and Competitiveness (CTC) (2) focused its work mainly on assessing the state of knowledge on the basic concept of “tourism competitiveness” and identifying its key factors. This process has also included identifying, developing and harmonizing concepts, models and operational definitions used in the tourism value chain within a hierarchal structure, from general to the specific.
(1) See the definitions adopted as Recommendations by the 22nd Session of the General Assembly held in Chengdu, China (11-16 September 2017) here
(2) Further information on the Commitee on Tourism and Competitiveness available here
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