69% of Brochure Users Travel by Car—Independent, Flexible, and Free to Choose You

Insights from the Visitor International 2025 Research (5,300+ respondents)

When Visitors Are on the Road, Is Your Business on Their Radar?

The latest Visitor International research reveals a powerful truth for tourism marketers: nearly seven in ten brochure users (69%) are traveling independently by car—either in their own vehicle or a rental. These visitors aren’t locked into fixed tours or rigid timetables. They’re mobile, spontaneous, and able to act on what they discover, often within minutes.

Brochures thrive in this moment. When a visitor spots your offering in a hotel lobby, at a visitor center, or inside an attraction—they can simply decide to go. No locked in itinerary. Just a quick detour and a new customer through your door.

What’s more, brochures stay top of mind. A remarkable 87% of users keep the brochures they select for the duration of their trip, turning them into daily prompts to visit, book, or buy.

This isn’t just exposure. It’s a direct line to in-trip decisions—made by visitors who are free to visit you.

Backed by feedback from over 5,300 travelers across 12 countries, this 2025 research confirms what many already know: brochures are more than print—they’re a portable marketing tool that travels with the visitor, ready to act.