The World Economic Forum has just published its Travel & Tourism Competitiveness Index 2011. This report aims to measure the factors and policies that make it attractive to develop the travel and tourism sector in 139 industrialised and emerging economies. It is based on three broad categories of variables that facilitate or drive T&T competitiveness - the regulatory framework, the business environment & infrastructure, and the human, cultural, and natural resources.
Ireland ranks 21, down three places from the last report in 2009. Interestingly, our overall score of 5 (out of 7) is the same as 2009, so other countries have moved ahead of us since then.
This Report is increasingly seen as an important reference document by governments and business leaders in overcoming obstacles to travel and tourism development. However, I'm beginning to question its validity.
Ireland is way more competitive now than it was in 2009. Prices have fallen sharply across the sector and there is fantastic value on offer today. Yet, the 2011 T&T price competitivenss index ranks us 122 out of 139 countries. Therefore, 121 countries are more price competitive than we are! I don't think so. On the other hand, the UK has risen to seventh place in the overall rankings, despite the increase in VAT from 17.5% to 20% on January 3rd and the air passenger duty charge which ranges from £12 to £170!This Report is increasingly seen as an important reference document by governments and business leaders in overcoming obstacles to travel and tourism development. However, I'm beginning to question its validity.
The top five ranked countries in the report were Switzerland, Germany, France, Austria and Sweeden. However, the top five countries in terms of international tourist arrivals are France, United States, Spain, China and Italy. If you're a little confused, so am I!
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