CONCERNING QUALITY TOURISM

The idea that it is especially important to explore markets that are less developed and, for this very reason, less competitive, seeing as this makes it easier to take advantage of business opportunities and maximise profitability ratios, is highly debatable.

It brings to mind a student, who is unable to get high marks at demanding universities with a high quality of teaching and who, therefore, prefers to go to less demanding and lower quality universities, because there he can get good marks.

Nothing could be more misleading.

When looking for a job, he then realises that it would have been better to have a lower mark from a high quality, highly demanding university than to have a high mark from a second or third rate university.

The same goes in business, where what matters most is being competitive among the most competitive, to provide a good service among the best and to focus on sophistication among the most sophisticated.

Joan Magretta goes even further than Michael Porter, saying that what matters is not being the best, but rather being unique.

Unique, not in the sense of focusing on having a monopoly, but rather in the sense of investing in the presentation of specific characteristics that make the product different from the products presented by competitors in the same sector.

This is a matter of understanding the relevance of intra-sectoral specialisation versus inter-sectoral specialisation.

And it is in this area that it is important to understand the relevance of quality tourism for our country.

Am I being too theoretical?

Quite the contrary: knowledge of a reality whose transforming dynamic is unstoppable.

Nothing more, nothing less...