readings and questions

I look forward to meeting you on Tuesday October 2, 2018 and having an engaging and thought-provoking
class. In this week’s class we will investigate the issue of competitiveness in tourism at the national level,
particularly through an economic lens.

Competitiveness will be considered from two perspectives. First, after agreeing on a working definition of
tourism competitiveness, you will learn about the challenges of measurement through an OECD review.
Second, you will critically consider the case of tourism competitiveness for Ethiopia and have an
opportunity to advise the government. In conclusion, you will be asked if you believe competitiveness is a
viable concept for governments to use and why (or why not).

The following provides an outline of how to be best prepared for this class.

PART I: The challenge of defining and measuring competitiveness

Defining “competitiveness” is a challenge with a myriad of perspectives and definitions. It is a term that is
widely used but may have a different definition for every time it is uttered. In today’s tourism planning
and policy environment, this challenge is further exacerbated by determining how to measure
competitiveness.

InIndicators for Measuring Competitiveness in Tourism: A Guidance Document,the OECD presents a
definition of tourism competitiveness and provides a discussion of the related measurement challenges.

• ● Read pages 6-19
• ● Is the OECD definition of tourism competitiveness adequate? Why or why not?
• ● Pick a country that you are interested in and an indicator of competitiveness as presented by
  the OECD. Investigate how your country measures and presents competitiveness in general and
  for the specific indicator you have chosen. Come to class prepared to report on your specific
  example.
• ● BONUS: What is the OECD? Are they an appropriate organization to be critically presenting
  tourism competitiveness measurement?
  PART II: Planning for Competitiveness
  Ethiopia is one of the fastest growing economies in Africa with significant population growth. Over the last
  decade, the government has recognized that to secure sustainable livelihoods for all Ethiopians, it needed
  to generate jobs and more jobs. Tourism was looked to as a sector with great potential. However, ten
  years ago, it was widely understood that Ethiopia’s tourism sector was not “competitive”. Recognizing this
  challenge, Ethiopia sought assistance from the World Bank. Following extensive primary and secondary
  research Ethiopia’s Tourism Sector: Strategic Paths to Competitiveness and Job Creation was prepared.

Page 1 of 2

In this reading, the issue of tourism competitiveness in Ethiopia is presented. You are to consider the
government’s challenge critically.

• ● Begin by doing a quick search on the Internet to see what Ethiopia has to offer tourists today in
  terms of sites and experiences. Would you include a visit on your bucket list? Why?
• ● Read pages 22-57 of Ethiopia’s Tourism Sector: Strategic Paths to Competitiveness and Job
  Creation.
  
• ● How is tourism competitiveness being measured in Ethiopia? Is it comprehensive and in
  alignment with the OECD reading?
• ● With which country/destination is Ethiopia benchmarking itself against? Why? How does
  benchmarking contribute to determining competitiveness?
• ● Draft a one paragraphemail to the Prime Minister of Ethiopia explaining your two suggestions
  for improving the country’s economic competitiveness in tourism and how you would
  recommend this be measured.