Benchmarking National Tourism Organisations and Agencies: Understanding Best Performance

J. John Lennon, Hugh Smith, Nancy Cockerill, Jill Trew

Research output: Book/ReportBook


The benchmarking analysis in this book has been based on desk research and interviews conducted with representatives of the National Tourism Organisations (NTOs) of Australia, Canada, France, Ireland, the Netherlands, New Zealand, South Africa and Spain. We wish to thank the various NTOs for their contributions and support with our research. We also would like to express our gratitude to VisitBritain for allowing us to use as the basis for this book the information gathered while conducting a study on their behalf.
The information and analysis contained in this book was produced during late 2003 and early 2004, at which time the best available information was used. However, as clearly indicated, there have been numerous changes in the structure, roles and even names of the respective NTOs since the study was completed. As an example, our reference to Australia’s NTO as the Australian Tourist Commission (ATC) was accurate at the time of undertaking the research, but the ATC has now, of course, been replaced by Tourism Australia.
We hope that our work will, however, be appreciated as a ‘snapshot in time’ and that it can provide a valuable insight into the workings of NTOs within the dynamic tourism environment of the early 21st century. Statistics become quickly outdated and methods of calculation change. What we are attempting to do here is look behind purely numerical indicators to provide a coherent but holistic perspective on how National Tourism Administrations (NTAs) and NTOs can, and should, develop.
Original languageEnglish
Place of PublicationOxford
PublisherElsevier B.V.
Number of pages250
ISBN (Print)978-0080446578
Publication statusPublished - 2006

Publication series

NameAdvances in Tourism Research


  • benchmarking
  • tourism industry
  • National Tourism Organisations
  • NTOs
  • National Tourism Administrations
  • NTAs


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