Exploring the interdependent drivers of tourism competitiveness: insights from the Travel and Tourism Development Index

Purpose The purpose of this study is to investigate the relative importance of the five dimensions and 17 associated pillars of the Travel and Tourism Development Index (TTDI) to understand their contributions to overall tourism competitiveness. Design/methodology/approach Using Bayesian Belief Networks (BBNs), this study analyzes data from 2024 for 119 countries to model the interactions between the dimensions and pillars of the TTDI. The BBN approach allows for a probabilistic understanding of how these elements influence tourism competitiveness. Findings The analysis reveals that “infrastructure and services” and “information and communication technology (ICT) readiness” play a critical role in enhancing tourism competitiveness. This study underscores the interconnectedness of various tourism factors, highlighting how strategic emphasis on these key areas can drive overall success in the sector. Originality/value This study contributes to the literature by empirically validating the factors that significantly impact tourism competitiveness. This study provides actionable insights for policymakers and industry leaders to enhance tourism development through a robust, data-driven framework that supports sustainable tourism management.