BEYOND BORDERS: ANALYZING COMPETITIVENESS IN NEW ZEALAND'S INBOUND TOURISM THROUGH SHIFT-SHARE ANALYSIS

Abstract

Tourism, as the second-fastest-growing sector in the 21st century, plays a pivotal role in the global economy, accounting for approximately 10% of economic activity. In 2019, the tourism sector demonstrated remarkable resilience, with a growth rate of 3.9%, surpassing the world GDP growth rate of 2.3%. This growth outpaced even other critical service sectors, such as Healthcare and Information Technology. Moreover, the tourism sector is a substantial job creator, employing 319 million individuals worldwide in 2018, with projections indicating a surge to 421 million by 2029. In terms of economic contribution, the tourism sector's share of the global economy reached $8.8 trillion in 2018, with 29% attributed to international tourists and 71% to domestic tourism. These figures underscore the tourism sector's significance in driving worldwide economic growth and employment opportunities. The sector's expansion can be attributed to factors such as rising income levels and the relaxation of travel restrictions, including increased visitor visa approvals in many countries