Competitiveness in the Tourism and Hospitality Industry

The opening of country borders, driven by globalization, has significantly increased competition among companies in the tourism and hospitality sectors. As a result, the topic of competitiveness has become increasingly important within the tourism industry. This article examines the concept of competitiveness as an economic category, addressing both national and organizational levels, with a particular focus on the hotel services sector. The author presents a well-reasoned definition of hotel service competitiveness and supports this perspective. Special emphasis is placed on the competitiveness of tourist destinations and the broader hotel service industry. The author contends that a key approach to identifying competitive advantages is to connect the assessment of service competitiveness with consumer satisfaction in the market. This approach is particularly pertinent when considering the essential characteristics and attributes that define the hotel industry service market. Additionally, the article analyzes the economic indicators related to the global and Georgian tourism and hospitality sectors, including the hotel industry, covering the period from 2019 to 2024. Relevant conclusions have been drawn.