Release of the World Tourism Destination Potential Competitive Index Report (2025) by Mr. Peter Semone, Chairman of PATA

Excellencies, distinguished guests, colleagues, and friends,

It is an honour to be with you here today in Beijing—a city that embodies both the ancient soul and the forward-looking spirit of global tourism. As we gather in this remarkable capital, let us acknowledge that Beijing is more than just a destination; it is a symbol of how culture, innovation, and strategic planning can come together to shape the future of tourism in our cities.

Today, I’d like to share key insights from the World Tourism Destination Competitive Index 2025, a comprehensive report that benchmarks the world’s most forward-thinking urban destinations. This report, developed through collaboration between the World Tourism Cities Federation (WTCF), the Pacific Asia Travel Association (PATA), and international experts, evaluates cities across ten essential criteria—from infrastructure and sustainability to digital innovation and cultural richness.

As the world continues to experience rapid urbanisation, economic growth, and evolving travel trends, a new generation of potential competitive cities is reshaping the global tourism landscape. These cities—ranging from established hubs to rising stars— are demonstrating remarkable potential to lead in tourism, business, and cultural innovation. This report, the World Tourism Destination Potential Competitive Index, offers both a data-driven assessment and a set of strategic recommendations for building globally competitive tourism cities. It defines what makes a city competitive, explains the ranking methodology, and presents a comparative matrix of the Top 20 cities, complemented by detailed case studies of the Top 10. These highlight best practices in areas such as digital innovation, sustainability, MICE, and cultural tourism. Beyond analysis, the report outlines policy implications, introduces a KPI framework for tracking progress, and proposes rapid assessment opportunities in collaboration with partners like WTCF. At its core, the report underscores a simple truth: the most successful tourism cities are also the most liveable—where tourism growth enhances, rather than compromises, the quality of life for residents. With the right policies, investments, and partnerships, these cities can help shape the future of global tourism.

Potential competitive cities are leading or fast-advancing urban destinations that have demonstrated exceptional capacity to attract and manage tourism sustainably while fostering long-term economic resilience, innovation, and quality of life. These cities distinguish themselves through a strategic blend of world-class infrastructure, cultural and natural appeal, progressive governance, and a clear destination identity. They are capable not only of attracting high volumes of international visitors but also of delivering meaningful, high-quality experiences that benefit both tourists and local communities.

City potential competitiveness is a multidimensional concept. It is defined not only by a city’s capacity to attract tourists but by its ability to maintain economic strength, promote social equity, ensure environmental stewardship, and adapt to changing global dynamics. A truly competitive city is one that balances ambition with accountability—delivering high-quality tourism experiences while fostering a thriving, liveable, and sustainable urban environment for the future.

The World Tourism Destination Potential Competitive Index ranks emerging global cities based on their performance across ten key criteria that reflect both supply-side readiness and demand-side visitor preferences. Each criterion—ranging from cultural and natural attractions to infrastructure, affordability, sustainability, policy environment, and the strength of the tourism board—was carefully weighted and scored on a comparative scale.

Beijing is our host city for this event, home of WTCF and a cornerstone of this report.

It is the only city to have hosted BOTH the summer and winter Olympic games. With eight UNESCO World Heritage Sites, including the newly designated Central Axis, Beijing now holds more World Heritage designations than any city in the world. This is not just a badge of honour—it’s the result of long-term, deliberate policy to preserve, protect, and promote cultural assets. Beijing has successfully fused ancient dynastic heritage with smart, sustainable tourism strategies. Visitors can now explore the Forbidden City or the Great Wall not only through immersive guided tours, but also with AR-enhanced storytelling and AI-guided museum apps—technologies that elevate the experience without eroding the heritage.

But Beijing is also innovating in new and creative ways. The city is emerging as a capital of performing arts tourism, with distinctive, interactive cultural shows that blend traditional Chinese theatre with modern audience engagement. Spaces like Universal Beijing Resort, Shougang Park, and Huaxi Live are redefining the urban leisure landscape, offering shared spaces where locals and tourists alike can experience the energy of cultural revitalization.

Beijing also sets the standard in MICE tourism—Meetings, Incentives, Conferences, and Exhibitions—hosting high-level summits and events across world-class venues such as the China National Convention Centre. As the only city in the world to host both the Summer and Winter Olympic Games, Beijing has proven itself to be a city of four seasons, a city of culture, and a city of scale.

Notably, Shanghai is ranked ninth in our index based on its positioning as a global business and popular tourism city.

As we look to the future, let us take inspiration from China’s dual leadership in cultural heritage and tourism modernization. Beijing, with its deep roots and dynamic strategy, offers a powerful model of a tourism capital that honours the past while embracing the future. Shanghai, with its economic energy and global connectivity, shows how tourism can be a driver of urban prosperity and innovation.

More broadly, the report identifies ten global trends shaping competitive urban tourism today:

Infrastructure excellence remains the foundation. Cities like Beijing, Singapore, and Tokyo are proof that seamless airports, transit systems, and digital services define the visitor experience.

Sustainability is no longer optional—it is now central to competitiveness. Cities that embrace low-carbon transport, smart energy use, and green space planning will win the loyalty of tomorrow’s travellers.

Cultural authenticity and heritage protection are non-negotiable. Tourists increasingly seek meaning, not just sightseeing.

Visa accessibility and entry policy are critical. The move by China to expand visa-free entry and streamline e-visa procedures is already boosting inbound recovery and global confidence.

Digital innovation and smart tourism tools—from crowd management apps to AI travel assistants—are enabling safer, more efficient, and more personalized experiences.

MICE tourism is a resilience engine, providing stability and off-season demand for cities that invest in high-quality event infrastructure.

Destination branding and strategic marketing are more important than ever. Beijing’s recent global campaigns, storytelling efforts, and cultural diplomacy are helping reframe the city for younger, more values-driven travellers.

Affordability and demographic flexibility will define success in the next decade. From premium travellers to digital nomads, cities must accommodate and cater to a wide range of visitor types.

Liveability equals tourism appeal. The report reinforces that “a good place to live is a good place to visit.” Cities that prioritize clean air, safe streets, and inclusive public spaces see tourism grow more organically and sustainably.

Finally, regional partnerships and international cooperation—such as those fostered by WTCF—are essential. No city thrives in isolation. Sharing knowledge, benchmarking strategies, and co-creating policy solutions will be how we all rise.

To build a competitive tourism city, vision alone isn’t enough—we also need clear ways to measure progress. That’s the purpose of the Key Performance Indicator framework featured in the report.

Refined from the ten criteria I previously presented, this framework gives tourism boards and governments practical, actionable metrics. It translates broad goals into measurable indicators that reflect both supply readiness—things like infrastructure and services—and demand performance, such as visitor satisfaction and market growth.

The first step is to establish baselines, using statistics, municipal records, surveys, and digital tools. Where data is lacking, proxies or stakeholder input can help. From there, cities can set ambitious but realistic targets in line with wider development goals.

For example, a city aiming to attract high-spending international visitors might target stronger air connectivity, expanded conference facilities, and higher visitor value-for-money ratings.

In short, the KPI framework is a roadmap—helping destinations measure, benchmark, continuously improve their competitiveness and improve evidence based decision making.

Step One: Policy and GovernanceAt the foundation of every successful tourism city is strong policy and governance. Cities like Singapore, Dubai, and Beijing have placed tourism at the very heart of their development agendas. They understand the importance of tourism-friendly visa policies, coordinated investment between the public and private sectors, and active participation in international networks like the World Tourism Cities Federation. These platforms allow cities to share knowledge, benchmark policies, and continuously improve.

Step Two: Product Development and IdentityNext, competitive cities build tourism products that truly reflect their unique identity, history, and environment—while adapting to changing visitor expectations. Beijing continues to lead in cultural tourism with its portfolio of UNESCO heritage sites, now enhanced through digital interpretation and smart visitor services. Bangkok, on the other hand, brings together street culture, food, spirituality, and hospitality into an experience that appeals across generations. Differentiation, investment in local identity, and a focus on quality and sustainability are what sustain long-term appeal.

Step Three: Marketing and BrandingStrong tourism cities also know how to position themselves effectively. Destination marketing organisations play a central role in shaping perception and attracting the right visitors. The most successful cities combine a strong visual identity with data-driven campaigns, seasonal promotions, and partnerships with airlines and global platforms. This approach ensures they extend their reach and drive inbound growth.

Step Four: Sustainability and ResilienceTourism today cannot succeed without responsibility. In Beijing, major environmental improvements and green infrastructure investments following the Olympic Games have created a more sustainable tourism environment. The lesson here is clear: cities must invest in long-term planning, environmental stewardship, and inclusive policies. Tourism should enhance the urban ecosystem, not disrupt it.

Step Five: Competitiveness and BenchmarkingAnother defining feature of leading cities is their willingness to learn from one another. They look outward, study global best practices, and then adapt them to their own local context. This culture of benchmarking and continuous improvement ensures they stay competitive in an increasingly crowded global marketplace.

Step Six: Partnerships and Regional IntegrationNo city can rise in isolation. Partnerships—between government, business, and communities—are essential. But these also extend regionally. Through networks such as the World Tourism Cities Federation, cities share research, branding expertise, and strategic collaboration. Regional integration not only promotes balanced development, but also scales visibility and strengthens resilience.

Step Seven: Liveability Equals VisitabilityFinally, the most competitive tourism cities are, above all, good places to live. Safety, cleanliness, connectivity, healthcare, cultural vibrancy, and green spaces—these are the elements that matter just as much to residents as they do to visitors. In Beijing, investments in clean transport, cultural programming, and urban design demonstrate how resident wellbeing and visitor experience go hand in hand. When tourism is treated not as an extractive industry, but as an extension of local pride and identity, the result is a destination that thrives for both its people and its guests.

A Rapid Assessment Framework offers a structured and efficient approach to help cit- ies evaluate their tourism ecosystems and align their strategies with international best practices. This kind of assessment is particularly valuable for competitive cities operating in dynamic and fast-changing envi- ronments, where the ability to identify and respond to performance gaps early can significantly influence long-term success.

A Rapid Assessment enables city governments, tour- ism boards, and stakeholders to focus on priority areas that will most effectively boost their competitive posi- tioning. It is both a diagnostic and a strategic tool, helping destinations refine their tourism policies, opti- mise investment planning, and build toward sustain- able and inclusive growth. By examining key drivers of competitiveness, the framework supports faster progress toward becoming more attractive, resilient, and future-ready.

The assessment centres around seven core focus areas that shape a city’s tourism competitiveness.

One of the strongest messages emerging from this year’s report is that China is at the forefront of competitive urban tourism, with Beijing and Shanghai both ranking in the global Top 10. These two cities demonstrate how visionary leadership, investment in infrastructure, and cultural confidence can position destinations not just to recover—but to lead—in the post-pandemic tourism era.

Let this be our call to action: to build competitive cities that are inclusive, sustainable, and resilient. Let us ensure that the growth of tourism contributes not only to economic value—but to cultural richness, environmental stewardship, and human connection.

Thank you—and may we all continue to work together to shape the future of global urban tourism, starting right here in the heart of China.