Oliver Cann, Director of Media Relations, Tel: +41 79 799 3405, Email: Oliver.Cann@weforum.org
Global Tourism Competitiveness Rankings Announced: Spain Takes Top Spot for the First Time, Japan Leads Asia, China Ranks 17th
The World Economic Forum’s 2015 Travel & Tourism Competitiveness Report is released: Spain ranks first globally for the first time; nine Asian economies make the top 50, with China in 17th place
Japan ranks ninth globally, drawing on its rich cultural resources, well-developed infrastructure and world-class digital economy
The growth of information and communications technology in developing countries and emerging markets, together with the expanding middle class, is having a significant impact on tourism
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Geneva, Switzerland, 6 May 2015 — The World Economic Forum’s newly released 2015 Travel & Tourism Competitiveness Report finds Spain to be the world’s most competitive country in tourism. This is the first time Spain has topped the biennial report’s rankings, and is seen as a positive sign of economic recovery. The rankings cover 141 economies worldwide and use an index to assess each country’s potential to generate economic and social benefits through tourism development.
In Asia, Japan ranks ninth, just behind fellow tourism powerhouses Australia (7th) and Italy (8th). Japan’s strong tourism performance is due in large part to its mature digital economy, which not only helps promote its rich cultural resources but also makes Japan a popular online search destination for culture- and entertainment-related topics.
In addition to Japan, eight other Asian countries feature in the top 50: Singapore (11th), China (17th), Malaysia (25th), Thailand (35th) and Indonesia (50th).
Although the top ten still consists of traditional tourism hotspots—Spain, France, Germany, the United States, the United Kingdom, Switzerland, Australia, Italy and Canada—the competitiveness gap between advanced countries and emerging economies is gradually narrowing. With international visitor numbers rising and the region’s middle-class traveler population expanding, East Asia has become one of the world’s most dynamic tourism hotspots. Southeast Asia was also one of the fastest-growing regions for tourists between 2013 and 2014.
The report notes that, amid continued growth in domestic and international demand, Asian countries need to further develop their digital capabilities and infrastructure to strengthen tourism’s positive socioeconomic impact. It recommends that tourism-dependent economies take steps to adapt better to market changes, for example by using rapidly growing mobile internet tools to provide travel search, planning and review services. The report also recommends that some countries strengthen protection of the natural environment, thereby improving their future tourism competitiveness. Asian countries ranked low on the environmental sustainability index in this edition include Thailand (116th), the Philippines (122nd), Viet Nam (132nd), Indonesia (134th) and China (137th).
“Today’s travelers are increasingly sensitive to environmental issues when choosing a destination, and the media and internet give them access to a great deal of information. At the same time, many countries still have much to do to address tourism’s challenges, such as protecting the natural environment, developing information and communications technology, and promoting cultural heritage. Addressing these issues will help boost competitiveness and create jobs,” said World Economic Forum economist Roberto Crotti.
Over the past four years, global tourism has grown at an annual rate of 3.4% and now accounts for one-tenth of global GDP. Compared with annual global economic growth of 2.3%, tourism has shown strong vitality amid continued weakness in the world economy. The World Economic Forum’s Travel & Tourism Council forecasts that the tourism industry’s annual growth rate will rise further to 5.2% over the next five years.
The Travel & Tourism Competitiveness Report ranks 141 economies across 14 pillars. A guide to understanding each country’s competitive strengths and weaknesses, it includes detailed analyses of individual countries and a range of data tables supporting the calculation of each index result.
This report was produced by the World Economic Forum in collaboration with Strategy&, Bloom Consulting, Deloitte, the International Air Transport Association (IATA), the International Union for Conservation of Nature (IUCN), the United Nations World Tourism Organization (UNWTO) and the World Travel & Tourism Council (WTTC).
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