De acuerdo con el informe presentado el pasado 13 de Diciembre, por el Centro del Pensamiento Turístico de Colombia-CPTUR, Pereira se ubicó en el quinto lugar en el Indice de Competitividad Turística de Ciudades Capitales, lo cual la coloca al nivel de ciudades como Barranquilla (ambas con un índice de 6.41) y en el grupo de los cinco mejores índices con ciudades tan importantes y con vocación turística como Cali (6.48), Cartagena (6.79), Medellín (7.03) y Bogotá (7.72), las cuales se ubicaron en el cuarto, tercer, segundo y primer lugar respectivamente.
Considerando el cambio metodológico realizado este año para la medición del índice, Pereira conserva la misma posición obtenida el año anterior. Sin embargo, si se hace el análisis con base en la metodología aplicada el año anterior, la cual no incluía a Bogotá en el ranking, por ser Distrito Capital, podría decirse que Pereira subiría un lugar ya que se ubicaría en el cuarto lugar.
El índice de competitividad turística es medido por el Centro de Pensamiento Turístico de Colombia-CPTUR (Cotelco y Unicafam), el cual define la competitividad turística como “La capacidad que tiene un destino para insertarse en los mercados de manera sostenible, mediante la articulación de los actores públicos y privados y la creación de productos diferenciados de alta calidad, innovadores y atractivos, que generen experiencias positivas y alto valor agregado al turista y visitante. Por tanto, la competitividad del destino se construye a partir de la planificación y gestión estratégica de las ventajas comparativas y competitivas, de tal forma que se potencie el desarrollo socioeconómico y se conserven tanto los recursos culturales y sociales, como los servicios eco-sistémicos del destino”.
El ICTR es medido anualmente, para ciudades capitales este es el segundo año, en el 2018 se realizó la medición entre 18 ciudades y en el 2019 entre 21 ciudades. Su medición se basa en ocho criterios: Económico, Social, Ambiental, Cultural, Estrategia de Mercadeo, Gestión de destino, Empresarial e Infraestructura, los cuales comprenden 83 indicadores que son medidos para obtener el índice, el cual genera insumos para el análisis del sector y para la gestión pública de la competitividad del sector en el destino.
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