Comparison of Destination Competitiveness Ranking in Mediterranean Countries: An Analysis of the Travel and Tourism Development Index

Abstract The tourism industry is a significant economic resource, and nations develop competitive strategies to maximise national advantages and secure a leading position in destination competitiveness. This study evaluated the competitiveness of Mediterranean countries using data from the World Economic Forum’s Travel and Tourism Development Index for 2019-2021. Seventeen sub-indices were analysed for Portugal, Spain, Italy, Turkey, Egypt, Morocco, and Tunisia. Multidimensional Scaling Analysis and PROMETHEE techniques were applied. The results indicated that Portugal, Spain, and Italy hold a significant competitive advantage as tourist destinations. Turkey and Egypt showed improved performance in 2021. While Turkey, Egypt, Morocco, and Tunisia rank favourably in the price competitiveness sub-index, this factor has limited influence on overall competitiveness. To increase the share of international travel markets, these nations should leverage domestic strengths. Countries lagging in competitiveness should collaborate with national governments and private sectors to improve positions in global tourism.