Abstract
This study analyzes the competitiveness of Italian tourism, with a survey of 376 excellent destinations. A model has been developed, incorporating the main dimensions of destination competitiveness (tourist attractions, tourist services, infrastructure, supporting factors, destination management, tourism policy, and demand) and 64 indicators. The survey collects quantitative data to understand territorial dynamics, analyzing the differences between Northern and Southern Italy, small and medium-sized destinations, coastal and inland destinations. While Italy demonstrates high competitiveness in tourist attractions and services, significant challenges exist in tourism policy, destination management, and infrastructure. The study highlights the urgent need for more effective tourism policies and an integrated, collaborative approach to tourism planning, in order to promote a more sustainable tourism model, to exploit the enormous potential of small destinations in the hinterland and to reduce the gap between Northern and Southern Italy. Further key elements for fostering the competitiveness of Italian tourism are the strengthening of tourism marketing strategies, together with increased investment in training tourism personnel and the enhancement of management skills of local tourism enterprises.