WTTC examines global urban readiness for tourism growth

Determining a city’s future readiness for tourism growth requires a holistic view that accounts not only for its current physical and natural assets, but also for its social capital and the impact of its policies.Whether a city is looking to grow its tourism sector or manage rising visitor numbers, business and city leaders must balance all the dynamics that make up a city’s fabric.Findings from the World Travel & Tourism Council and JLL’s comprehensive index, ‘Destination 2030: Global cities’ readiness for tourism growth’, address the question of what makes a city ready for tourism growth at the WTTC Global Summit in Seville, Spain.Destination 2030 measures and categorises 50 global gateway cities into one of five levels of “readiness” and provides actionable solutions to foster sustainable growth in tourism activity.