Tourism Destination Competitiveness in Italy: A Stakeholders’ Perspective

ABSTRACT The paper aims to evaluate the competitiveness of one of the world’s leading tourism countries from a stakeholders’ perspective. A survey questionnaire has been submitted to relevant tourism stakeholders from 370 outstanding Italian destinations. The results show that Italy is more competitive in its natural and cultural resources, but less competitive in tourism policy and planning, and in destination management. The findings also suggest that small destinations, hinterland destinations, and destinations in the under developed southern part of the country have high tourism potential. The research reveals areas where improvements should be made to boost tourism competitiveness in Italy.