The rapid evolution of the tourism industry has sparked interest among researchers and tourism managers, keen to know which aspects determine whether a territory will become a tourism destination or not. Currently, there is still no clear consensus about the best procedure for doing this. Hence, this paper proposes a composite index resulting from a system of indicators capable of determining the tourism vocation of a territory. Six medium-sized inland towns in Andalusia (Spain) are analysed, which have, a priori, different degrees of tourism development. The findings show that it is possible to measure the tourism vocation of a territory.