The Travel & Tourism Competitiveness Report 2013
– 15 points –
– 13 points –
– 13 points –
– 13 points –
– 54 (out of 60) –
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- Global, e.g. North America, Europe and Asia (5 points)
- Regional, e.g. Europe or North America (3 points)
- Large national market: e.g. US, China, Japan, Germany, France, UK, Italy, Brazil (2 points)
- Mid-sized or small market, e.g. Switzerland, Netherlands, Argentina, Singapore (1 point)
Ranking will be recognized by key stakeholders:
- Opinion Leaders (Politicians, Professors; NGO’s) (2 points)
- Business Advisory Board, C-Level Executives (CEO, CCO, CFO, CMO) (2 points)
- High Potentials & Top Talents (employer market, students) (2 points)
- Financial Market (2 points)
- General Public (2 points)
Aggregated points: 15 (of max. 15)
- Ranking owner has limited credibility and reputation. (1 point)
- Ranking owner has fair credibility and reputation. (3 points)
- Ranking owner has excellent credibility and reputation. (5 points)
What is the ranking owner’s intention to produce and disseminate the ranking?
- Ranking is predominantly a tool to raise awareness for the owner with the possible intention to sell consultancy services. (1 point)
- Ranking is partly a tool to raise awareness for the owner with the possible intention to sell consultancy services. (3 points)
- Ranking is predominantly a tool to surface and share important insights on the subject surveyed. (5 points)
Comment: The WEF together with its commercial partners are also selling its consulting services to Nations and Destinations around the Globe. Therefore a certain bias with respect of the Ranking results can not be excluded.
Is/Are the media outlet(s) where the ranking is published of high credibility and reputation?
- Media outlet(s) has/have limited credibility and reputation. (1 point)
- Media outlet(s) has/have fair credibility and reputation. (3 points)
- Media outlet(s) has/have excellent credibility and reputation. (5 points)
Comment: The vast majority of the world’s most respected media are prominently publishing the Ranking results.
Aggregated points: 13 (of max. 15)
- limited orientation only (1 point)
- fair orientation provided (3 points)
- very good orientation (5 points)
Comment: With respect on how nations are judged in comparison to other nations; yes. An overall amount of 140 nations are judged in detail.
Is the Ranking published in the same format on a regular basis, e.g. annually, which allows to track developments and comparisons over time?
- ranking is published for the first time (1 point)
- ranking is published for the second time in the same format (3 points)
- ranking is published for more than 3 times on a regular basis in the same format (5 points)
The WEF together with its partners Booz & Company, Deloitte, the International Air Transport Association (IATA), the International Union for Conservation of Nature (IUCN), the World Tourism Organization (UNWTO), and the World Travel & Tourism Council (WTTC) have built a very robust Index that has been published this year already for the fifth time.
Do the ranking results provide added value and further insights on how companies are evaluated in in their industry, e.g. detailed ratings in various sub-dimensions of the overall result?
- limited added value only (1 point)
- fair amount of added value (3 points)
- high amount of added value (5 points)
Comment: The TTCI is based on the following three subindex (1) the T&T regulatory framework; (2) the T&T business environment and infrastructure; and (3) the T&T human, cultural, and natural resources that facilitate or drive T&T competitiveness. This three subindexes are composed by a total of 14 “pillars” like “Policy rules and regulations”, “Tourism infrastructure» and “Price competitiveness in the T&T industry”. Not convincing is that the very important “pillar” “Price Competitivness» composed by five indicatos (two of them are “puchasing power parity» and “Hotel price Index”) are influencing the overall result equally like all the other less important 13 “pillars”. This leads f.g., to the result that Switzerland is leading the TTCI Ranking even tough they are placed second last on position 139 in the “pillar” “Price Competitiveness”.
Aggregated points: 13 (of max. 15)
- Ranking is based on a jury’s opinion only. (1 point)
- Ranking is based on a small survey or only on a limited group of stakeholders. (3 points)
- Ranking is based on a robust and representative survey. (5 points)
Comment: The dataset includes both survey data from the World Economic Forum’s annual Executive Opinion Survey and quantitative data from publicly available sources, international organizations, and T&T institutions and experts (for example, IATA, the IUCN, the UNWTO, WTTC, UNCTAD, and UNESCO). The Survey is carried out among chief executive officers and top business leaders in all economies, all of them making investment decisions in their respective economies.
Is the ranking methodology easy to understand and reasonable – even for non-statisticians?
- Methodology not easy to understand and not reasonable. (1 point)
- Methodology fairly good to understand and reasonable. (3 points)
- Methodology very easy to understand and reasonable. (5 points)
Comment: Written in a non-technical style, the Report appeals to a broad audience including policymakers, business leaders, and members of the academic community. The weakness of the Report is that no empirical correlation is calculated and identified between the TTCI results and the Travel & Tourism indicators like the T&T industry GDP or the employement and growth forcast.
Is the ranking methodology easy to access and transparent?
- Methodology not easy to find and not sufficiently transparent. (1 point)
- Methodology fairly good to find and of medium transparency. (3 points)
- Methodology very easy to find and of high transparency. (5 points)
Comment: Absolutely. Even each single question that leads to an “indicator” is disclosed in a transparent way.
Aggregated points: 13 (of max. 15)
- Product / Service Brands
- Company Brands
- Corporate Reputation and Company Esteem
- Social Responsibility, CSR & Sustainability, Ethical Business Practices
- Innovation & Technology
- Employer Attractiveness & Diversity
- Leadership
- Nations & Destinations
- University & Other Institutions
- Sports
- Lifestyle
- Social Media
- Personal Branding & CEOs
Ranking statistics
- Name of Ranking: The Travel & Tourism Competitiveness Report 2013
- Ranking managed/produced by institute/organization: World Economic Forum WEF
- Ranking published by media outlet: various
- Date of recent publication: March 7, 2013
- Date of previous publication: March 30, 2012
The 5th edition of the “Travel & Tourism Competitiveness Report 2013” is published by the World Economic Forum WEF, a Swiss non-profit foundation, based in Geneva. It describes itself as an independent international organization committed to improving the state of the world by engaging business, political, academic and other leaders of society to shape global, regional and industry agendas.
The full Report (more than 500 pages) contains detailed profiles of 140 countries, as well as an extensive section of data tables with global rankings covering over 75 indicators. The Travel & Tourism Competitiveness Index (TTCI) aims to measure the factors and policies that make it attractive to develop the T&T sector in different countries. The fact that the vast majority of the world’s most respected media are prominently publishing the Ranking results leads to the consequence that the TTCI Report is taken seriously by key stakeholders. The TTCI is based on the following three categories (“subindexes) of variables that facilitate or drive T&T competitiveness; (1) the T&T regulatory framework; (2) the T&T business environment and infrastructure; and (3) the T&T human, cultural, and natural resources. With respect on how nations are judged in comparison to other nations the Ranking results provide a substantial, well founded orientation on how competitive the 140 analyzed nations are.
However, the two most significant weaknesses are that 1. the very important «pillar» «Price Competitivness» composed by five indicatos (two of them are «purchasing power parity» and «Hotel price Index») are influencing the overall result equally like all the other less important 13 «pillars». This leads f.g., to the result that Switzerland is leading the TTCI Ranking even though they are placed second last on position 139 in the «pillar» «Price Competitiveness» and 2. no empirical correlation is calculated between the TTCI results and the Travel & Tourism indicators like the T&T industry GDP or the employement and growth forcast, to (somehow) prove the real, concrete relevance and the impact of the TTCI. The Report is accessible here.