Global cities' readiness for sustainable tourism growth
Over the last six months, the World Travel and Tourism Council (WTTC) and its partner, JLL, have worked in tandem to refresh and refine the original tourism readiness index to address new global issues in competitiveness and sustainability for tourism cities. The report, which will be unveiled at the WTTC Global Tourism Summit in Manila, Philippines on April 20-22 with world leaders in tourism and private business, includes new findings and recommendations for cities looking to sustain and grow Travel and Tourism in a post-pandemic period.
The Index analysed 63 global cities across 75 different indicators and data points to determine key factors for tourism readiness. In effect, marketing and positioning are only one aspect to consider to successfully manage and sustainably grow the Travel and Tourism economies.
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Levels of city readiness
While every destination and their respective goals are different, there are clear commonalities between destinations. On this basis, JLL and WTTC developed a framework defining five city typologies, which showcase the pressures, challenges, and opportunities that destinations face as they endeavour to smartly grow in a sustainable and inclusive way: