|This paper introduces a syntheses of traditional Importance-Performance Analysis and Analytical Hierarchy Process under the name of Competitive Importance-Performance Analysis (CIPA), to empower managers to make better decisions in creating competitive advantage. A questionnaire of a Turkish thermal tourism destination is utilized to illustrate the execution of the proposed approach. The results of the current case study illustrate the practicability and supplementary insights of specifying the priorities of attributes through the proposed approach for gaining competitive advantage. The results suggested that, from the expert’s perspective, plentiful natural hot springs, sound local transportation network, availability of sufficient accommodation, hygiene standards for hot springs spa equipment, public interest in health-leisure activities are important factors shaping the competitiveness of thermal tourism destinations. Therefore, thermal tourism destinations in Turkey might focus more on these attributes to gain competitive advantage. Moreover, increase in visitors seeking for health-oriented leisure time is increasing and hence the future of Turkish thermal tourism seems encouraging. Hence, the adapted undertakings will be required by augmenting the core thermal tourism product to reach the competitors.