世界旅游目的地竞争潜力指数报告（2025）_71页_47mb

报告摘要

Summary of World Tourism Destination Potential Competitive Index Report (2025)

Report Overview: As tourism plays a crucial role in urban development, the ability to strategically position a city in the global market has never been more important. This 2025 report serves as a comprehensive analysis of globally competitive urban destinations, providing a structured framework to assess strengths, opportunities, and pathways for sustainable growth.
Methodology:
- A refined framework incorporating 10 key criteria: demand-side visitor preferences, infrastructure, sustainability, MICE tourism, policy environment, branding effectiveness, digital tools, liveability, affordability, and market diversity.
- These criteria are combined with qualitative assessments, expert insights, and global tourism benchmarks to evaluate competitiveness.

Top 20 Potential Competitive Cities Matrix

Singapore (86), Dubai (82), Tokyo (81), Barcelona (81), Beijing (79)
Seoul (72), Shanghai (65), Colombo (63), Mexico City (58), Budapest (58)
Ho Chi Minh City (63), Vancouver (65), Istanbul (72), Doha (62), Melbourne (61), Cape Town (59), Reykjavik (59), Mexico City (58)

Key Insights from Top 10 Cities:

Singapore: Integrated urban planning, innovative policies, quality experiences, and sustainability.
Dubai: Emphasis on luxury, accessibility, sustainability initiatives, and strategic branding.
Tokyo: Heritage resources, accommodation for international flows, digital readiness, safety.
Barcelona: Balancing overtourism, MICE strength, high-quality experience.
Beijing: Cultural assets, branding, smart governance, tourism systems linked to national objectives.

Core Marketing Strategies:

Positioning: Tailor city positioning based on resources (cultural heritage, nature, innovation).
Brand Enhancement: Strategic partnerships, global campaigns, reputation building.
Visitor Experience: Digital tools (AI guides, apps), accessible public services, immersive storytelling.

Tourism Policy Implications:

Prioritize heritage protection and sustainability.
Embed tourism into city-wide strategy (urban planning, transport, economic policy).
Integrate smart and sustainable tools and regulations.
Develop incentives to distribute tourism impacts and boost local economies.

Roadmap for Future-Proof Cities:

Policy & Governance: Use smart governance and international networks (WTCF) to align local with global standards.
Product Development: Diversify offerings to meet modern preferences (digital, immersive, experiential).
Marketing & Branding: Quantitative-linked branding, targeted campaigns, effective storytelling.
Sustainability: Enhance carbon neutrality, resource management, and resilient systems.
Benchmarking: Regular measurement through KPIs, with competitive analysis against peers.

KPIs for Potential Cities:

Divided into culturally/urban attractiveness, economic impact, smart/sustainable tourism, liveability, accessibility, affordability, branding, policy, and MICE performance.

Emerging Challenges and Opportunities:

Global Trends: Competitiveness increasingly tied to sustainability innovation, digital infrastructure, and inclusive visitor economies.
Rapid Assessment Tool: Practical, efficient way to evaluate and define future potential compared with practices globally.

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