European Tourism Competitiveness in a Transforming Global Market Place:

  • Publication year 2017
  • Online date Jul 2017
  • Language English


International tourism has become one of the fastest growing economic sectors in the world and remains an important driver of economic growth and social development. Europe is acknowledged as the world’s number 1 tourist destination. The region has seen growing visitor numbers over the past seven years marked by a record figure of more than 620 million tourist arrivals in 2016, just over half of the world’s total (50%).

Considering the increased competition to gain market share from fast-emerging destinations, and the substantial shifts in the business environment, a destination’s competitiveness is in fact an imperative basis of growth and a key success factor. The “ease of travelling” within the Europe constitutes a competitive advantage compared to other competing regions and is supported by improved air connectivity, the raise of low-cost flights and accommodation or technological advances in transportation.

This report investigates the competitiveness of the European tourism industry in the light of shifts resulting from a transforming business environment in a global context. The aim of the report is to provide European tourist destinations with insights and guidance on how to adapt to and extract advantages from a transforming marketplace.

The report is available for ETC members only, the download from this website is not possible.

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