The purpose of this report is to consider the strategy that existing travel agencies should adopt to achieve competitive superiority in universal tourism products. The study method first focuses on a newly entering company within Porter’s (1995) framework of “five competition factors” and clarifies the competitive superiority (or inferiority) of existing travel agencies. Second, it considers the strategy that existing travel agencies should adopt to achieve superiority based on Porter’s “three basic strategies.” It is clear from the results that, for existing companies to gain competitive advantage in universal tourism products, the cost leadership strategy should be adopted in the preparation of a package tour to take advantage of the “economies of scale,” “ significant investment,” and “cost-related disadvantages,” which are barriers to entry for new entrants.

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