Abstract
In 2018, according to the World Tourism Organization (WTO), the number of arrivals of international tourists worldwide reached 1.4 billion, which represents enormous potential for the sector and global economies. According to WTO, Italy is in the top ten of the countries with the greatest tourism competitiveness thanks above all to its natural and cultural resources. Today, in the globalized world, tourists are pressed by the opinion of travelers, the number of times that a location is mentioned and in which way influencers marketing consider it. The aim of this work is to create a composite indicator that allows us to evaluate the tourist competitiveness of Italian cities by evaluating both the data on the receptivity and the opinions of travelers. To do this, the official data of Istat have been taken together with Big Data, in particular information from the main holiday home platform and the opinions of travelers expressed on Twitter. Subjective and objective indicators have been produced. The results allow us to build a rating list of Italian touristic cities. Keywords: tourism, composite indicator, Big Data, Open Data, ranking
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