Competitiveness in tourism: A comparative analysis of selected south-asian countries

Tourism is a globally and dynamically growing industry. International tourist arrivals showed extraordinary growth over the past seven decades. Those were 25 million in 1950, exceeded 1200 million by 2017 (UNWTO, 2018). At the same time, tourism is a very complex field with multiple stakeholders and interrelated industries. This widespread travelling also caused some problems with reference to environmental damages, socio-cultural and economic impacts. Therefore, future sustainability and competitiveness is much considerable topic from the past two decades. This study carried out a comparative analysis of selected South-Asian countries in terms of tourism competitiveness by using multifactor method of World Economic Forum producing Travel and Tourism Competitiveness Index (TTCI). The selected South-Asian countries included Pakistan, India and Bangladesh because of many similar underlying features. Among these, Pakistan emerged as a tourism country with potential opportunities and natural destinations due to much improved law and order situation in the country from the past four years. That's why, international tourist arrivals tripled since the year 2013 to 1.75 million in the year 2016 (Pakistan Travel and Tourism Council, 2017). Based on certain parameters such as Enabling environment, Travel & Tourism policy and enabling conditions, Infrastructure, Natural and Cultural resources with reference to travel and tourism, the study figured out increasing competition in tourism industry between Pakistan and Bangladesh however the selected South-Asian countries are with certain weaknesses and strengths. The study suggested that Pakistan should improve certain dimensions of the sub-index Enabling Environment, India should consider environmental sustainability, Pakistan should improve International openness and also Environmental sustainability, while Bangladesh should focus on Price levels and prioritization of T&T, Pakistan and Bangladesh should focus on all the dimensions of the sub-index infrastructure and India should improve tourist service infrastructure, Pakistan and Bangladesh should also use the Natural and cultural resources in a better way for increasing their competitiveness and enhancing the share in GDP contribution.Internal Grant Agency of Faculty of Management and Economics, Tomas Bata University [IGA/FaME/2018/009