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In a globalized and interconnected world, and with increased leisure time, competition between tourism destinations has increased considerably. For this reason, the periodic measurement of tourism competitiveness has become a basic tool for tourism management today. It is not only necessary to determine the tourism competitiveness of destinations in a given period of time (static analysis); the continuous changes which are now occurring in the tourism industry also make it necessary to measure them from time to time (dynamic analysis). The periodic measurement of the competitiveness of Spanish regions as destinations is the objective of the Monitur report. This paper aims to analyze the evolution of one of its most important mainstays, namely the diversification and structuring of regional tourism products. Based on a set of 25 indicators, the relative evolution of the 17 Spanish Autonomous Regions regarding this mainstay between 2010 and 2018 has been compared, and those aspects in which the regions have shown increased relative competitiveness (convergence or competitive reinforcement) and those in which they have shown reduced relative competitiveness (divergence or competitive weakening) in each region have been identified. Based on the results obtained, a competitive benchmarking exercise was carried out to compare the evolution of Extremadura with that of the four regions with the best overall record in terms of competitiveness between 2010 and 2018. In this way it has been possible to suggest improvements in the region’s range of products and services so as to increase its tourism competitiveness in the medium and longer terms.

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Competitive Benchmarking of Tourism Resources and Products in Extremadura as Factors of Competitiveness by Identifying Strengths and Convergences of Spanish Regions in the Period 2010–2018