Study Highlights Mobile Readiness of Destinations Worldwide

Director of Research and Online Marketing
Published 11/10/16
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The Global DMO Mobile Readiness Index

The second annual study of the mobile readiness of Destination Marketing Organizations around the world has been published by Miles and Ryerson University in Toronto, Canada. 

The Global DMO Mobile Readiness Index is the world’s most comprehensive analysis of the mobile readiness of Destination Marketing Organizations (DMOs) globally.  The study is sponsored by Miles and undertaken by the Ted Rogers School of Management at Ryerson University. It surveys the mobile readiness of 231 DMOs around the world including city, state, regional, provincial and national tourism organizations. 

The 2016 study updates the Index from 2015 and 2014 to identify trends, leaders and laggards in the critical area of mobile readiness. 

In the race towards servicing the mobile enabled traveler, larger US (state & major CVB) destinations plus Australian DMOs are outpacing DMOs from other regions of the world. Of these DMOs, close to, or fully 100%, of destinations have a responsive website as of August 2016. Responsive web design has clearly become the dominant platform against mobile websites with more than 77% of DMOs now having a responsive site — compared to 40% in 2014. However, growth in the adoption of mobile applications (apps) has largely stalled.  

"Mobile Ready” refers to DMOs who have a responsive website and/or a separate mobile website for users wishing to visit their website on a mobile device. From the sample of 231 destinations in this 2016 report, 88% are Mobile Ready in 2016 — versus only 74% who were Mobile Ready in 2014. 

Download the full report here.