BACK TO CONTENTS TIMETRIC Assessing Growth Potential
Timetric’s Tourism Potential Index ranks 50 major markets in terms of potential tourism growth. Danny Richards, Head of Industry Research at Timetric’s Travel and Tourism Intelligence Centre, delivered key findings from the report at WTM 2013 and provided some valuable insights into minimising the risks involved in expansion, development and customer acquisition.
Highlights • Four of the five top-ranking countries in the Tourism Potential Index (TPI) are Asian, with Singapore coming top for prosperity, convenience, significance and overall potential. These findings reflect the buoyant economies in key source markets such as Malaysia and China, the report found.
• All countries ranking in the top 10 for prosperity were in Asia-Pacific, with the exception of Mexico, demonstrating the region’s healthy economic conditions and a continuing high propensity for intra- regional travel.
• Western European markets dominated the top 10 positions in the convenience ranking thanks to visa policies, which are relatively open, and an extensive airline network offering low-cost and full service options.
• Australia came top of the attractiveness ranking as well as the leisure sub-component, Timetric found,
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reflecting its wealth of cultural attractions, natural landscape, favourable climate, safety record and language. The business sub component was headed up by the US and UK following a strengthening of foreign investment and a growing base of international fairs and exhibitions.
• Healthy levels of public and private investment in the tourism industry resulted in Kenya reaching second place in the significance ranking, and Spain ranked fifth despite its challenging economic climate.
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10
Tourism Potential Index Overall rankings
Singapore Hong Kong New Zealand Malaysia Thailand
Switzerland Australia UK
Austria Japan
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