The gap
Where tourism fall short
Even here, 4 in 10 tourism businesses can’t be found on Google Maps, and WhatsApp confirms at only 36.8%, in a market where travelers use it to confirm bookings and coordinate logistics.
Industry · as of April 2026
Tourism
The digital leader across every door.
Tourism businesses average 1.93 digital doors, the highest of any industry. They are also the only group with an average score approaching 50.
- Businesses read
- 340
- Average doors open
- 1.93 vs 1.38 national
- Readiness score
- 49.9 vs 41.5 national
Which doors matter for tourism
Not every door carries the same weight here.
The doors a tourism business’s customers expect, by priority, weighted by the four-doors framework. See the full matrix →
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Google
Required
International travelers research and compare on Google before they book.
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Website
Required
Direct bookings avoid the 15–25% commission an OTA takes on every reservation.
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Facebook
Recommended
Useful for reach and inspiration, but not usually where the booking closes.
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WhatsApp
Required
Travelers confirm bookings and coordinate logistics over WhatsApp in real time.
Required: customers expect you here Recommended: a real advantage Optional: minimal impact for this industry
Where tourism stand
Door by door, against the national average.
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Google71.2%national 62.1%
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Website59.1%national 39.7%
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Facebook50.0%national 27.7%
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WhatsApp36.8%national 19.4%
The marker shows the national average for each door.
The gap and the fix for tourism
The fix
Start with the highest-weighted door
Connect the doors they already have. Adding a WhatsApp Business number to an existing GBP and website takes under an hour and opens a real-time booking channel that matches how tourists communicate.
Priority door: WhatsApp free · under an hour
See where your business stands
Check your own four doors against the 340 businesses in this sector.
For institutions
A sector-scale opportunity
Across 340 businesses in this sector, the highest-impact intervention the report flags: GBP optimization workshops alongside Restaurants: photos, reviews, hours.