Tourism competitiveness in the EU Mediterranean countries

Abstract

In economies around the world, the role of tourism has become exceedingly significant, notably because of its economic and employment prospects, as well as its social and environmental ramifications. Tourism contributes considerably to the gross national product of the European Union and to employment, classifying it as the third largest socio-economic activity in this continent. The rich history and unmatched natural beauty of Mediterranean destinations have drawn millions of international tourists over the past decade, making it the largest global destination for tourism. The rapid rise in tourist arrivals has persuaded policymakers and business managers to surge their tourism expenditure in attempt to draw more tourists while providing them with fulfilling, unforgettable experiences. These investments have inevitably made tourism one of the most competitive markets, with many countries seeking to offer goods and services that perform better than in other destinations. For this purpose, it has become progressively essential for governments to monitor and measure tourism destination competitiveness, primarily in order to evaluate their level of competitiveness compared to neighbouring countries.