WTTC and JLL pair up to launch the first assessment of cities’ readiness for tourism growth

Published on : Friday, June 14, 2019

WTTC and JLL have paired up to launch the first assessment of cities’ readiness for tourism growth, via developing a unique methodology to evaluate and deliver solutions to advance sustainable growth in tourism activity.


Destination 2030 is a all-inclusive index based on evaluation of more than 75 indicators in 50 global markets, addressing the question of what makes a city ready for Travel & Tourism growth.


The newly-created index assembles a broad spectrum of destination practices and community attributes to determine a level and type of readiness. The levels range from emerging to established market tourism hubs with different levels of infrastructure.
Five city typologies were defined based on the level of readiness:


Dawning Developers: Cities with emerging tourism infrastructure, gradual tourism growth and lower visitor concentration but with potential to grow, like Manila, Moscow and Riyadh.


Emerging Performers: Cities with emerging tourism infrastructure, growing tourism momentum and the start of increasing pressures related to tourism growth including Delhi, Istanbul and Mexico City.


Balanced Dynamics: Cities which are financial hubs with a lower share of leisure compared to business travel; however, they also have an established tourism infrastructure and potential for Travel & Tourism growth. Examples include Chicago, Munich and Tokyo.


Mature Performers: Cities with strong leisure and/or business travel dynamics and an established tourism infrastructure, but they stand a risk of future strains related to visitor volume, infrastructure or activity that is testing readiness for additional growth. Such cities include New York, Berlin, London and Sydney.


Managing Momentum: Cities with high growth momentum driven by leisure travel and an established tourism infrastructure. However, these cities face pressures to ensure that the volume of travellers is matched with the required urban infrastructure and tourism product diversity. Examples are Amsterdam, Barcelona and Prague.


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