10 Reasons We Love Paper
Love Paper Week runs from February 2–6, 2026. Show your support.
Organized by Two Sides, Love Paper Week is a global initiative championing the environmental credentials and effectiveness of paper, grounded in facts, balance, and transparency.
At Visitor International, the International Association of Visitor Information Providers, we support Love Paper Week because paper is a sustainable choice — and we see what it delivers every day when it is used to guide visitors.
Our members work to guide visitors with paper-based visitor brochures, guides, and maps, alongside digital solutions. Across destinations, attractions, hotels, and transport hubs, we see paper chosen, read, carried, and trusted — influencing real decisions, driving visits and spend, and doing so within a renewable, accountable system.
Paper is renewable.
Paper is accountable.
And paper delivers business.
These are the reasons we support paper— and why you should too.
#1. Engagement: Paper engages sight, touch, and spatial awareness together. When used in visitor brochures, guides, and maps, this multi-sensory engagement makes information easier to absorb and remember. Over 8 in 10 travellers recall information better from print than from screens.
#2. Business impact: Paper works commercially when it carries visitor information. During their most recent trips, 7 in 10 travellers say information they engaged with in visitor brochures influenced where they went, what they visited, or what they bought — and nearly two-thirds changed plans during the trip based on what they read.
#3. Choice: In visitor settings, brochures, guides, and maps are chosen deliberately from displays — 100% opt-in. Unlike interrupted or algorithm-served messaging, this simple act of selection signals intent. And intent drives action.
#4. Longevity: Paper stays present. More than 8 in 10 travellers keep visitor brochures for the duration of their trip, and many take them home. Digital messages disappear; paper continues working.
#5. Trust: Paper earns trust. Nearly 98% of travellers trust printed visitor information. In an age of AI-generated and difficult-to-verify content, that trust gives paper-based information a clear advantage.
#6. Discovery: Paper excels at aiding discovery. Visitor brochures, guides, and maps present choices before digital ever comes into play. Over 9 in 10 travellers discover something in a visitor brochure during their trip that they would not have known to search for online.
#7. Conversion: Paper drives action — directly and online. Visitor brochures influence visits and purchases in their own right, and nearly 9 in 10 travellers go online after reading something of interest in print — to find out more, plan, book, or buy. Print and digital work best together, with paper leading discovery and intent.
#8. Inclusion: Paper works for everyone. Visitor brochures, guides, and maps require no battery, no signal, and no app. Engagement is immediate across ages, cultures, and abilities.
#9. Environment: Paper’s environmental story is clear. Used in visitor brochures, guides, and maps, paper comes from renewable resources, is recyclable and biodegradable, and operates within a defined circular system with an end. In contrast, digital content is stored indefinitely, replicated endlessly, and sustained by energy- and water-intensive infrastructure built on rare mineral extraction. The waste it creates does not disappear — it accumulates for decades, leaving a lasting, toxic burden on land, water, and ecosystems.
#10. Sustaining businesses: Paper supports visitor-, travel-, and hospitality-connected businesses. Through visitor brochures, guides, and maps, paper directs demand, drives visitor spend both directly and through digital follow-up, and strengthens local economies.
Be a Print Ambassador
Love Paper Week is about more than liking paper — it’s about standing up and supporting it.
If you work in travel, tourism, hospitality, or destination marketing, be clear about the sustainable role paper plays.
Champion visitor brochures, guides, and maps.
Challenge lazy “digital-only” narratives — and be clear about the more sustainable choice.
Because paper works —
it’s read, carried, trusted, and acted upon.
Sustainable by design.
Effective by nature.
About Love Paper Week: Love Paper Week is an international awareness week that celebrates the sustainability, effectiveness, and ongoing value of paper and print. It is organised by Two Sides, a global, non-profit initiative that promotes the responsible production, use, and recycling of paper and print. Two Sides works across the paper, forestry, publishing, and print industries to ensure discussions about paper are grounded in facts, balance, and transparency, addressing common misconceptions and highlighting paper’s renewable, recyclable, and biodegradable nature within a managed circular economy.
The Love Paper websites can be viewed at lovepaper.org and, for North America, lovepaperna.org. The Two Sides websites can be viewed at www.twosides.info for the UK and Europe, and www.twosidesna.org for North America.
Meet Our Members Around the World
Visitor International is a global network of specialist visitor information providers—helping travelers discover great experiences through brochures, maps, guides, and increasingly digital solutions. Explore our members and the regions they serve.
Whether you’re a tourism business, a potential display host, or curious about how visitor information drives engagement, this is where connection begins.