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In tourism, competition occurs at two levels. First, competition occurs among tourist destinations, countries or regions. If we consider countries as the level of analysis, recent years have witnessed a significant increase in the degree of international competition, triggered by factors like the reduction of transportation costs and the ICT revolution. New destinations have emerged, leading to a sharp reduction in the concentration of international arrivals. In 1950, the top five countries in terms of international tourist arrivals (USA, Canada, Italy, France and Switzerland) accounted for around 71% of international tourist arrivals worldwide. In 2006, the corresponding value was 33%, and the list of “top five destinations” changed as well (in that year, they were France, Spain, USA, China and Italy).