New Global Survey Confirms the Enduring Power of Visitor Brochures

AUGUST 2025: Visitor International – The International Association of Visitor Information Providers has published the results of its most comprehensive consumer research to date—drawing on insights from over 5,300 travelers across 12 countries and 113 nationalities.

The 2025 Visitor Information Survey reveals that 72% of consumers use printed visitor brochures, maps, and guides to plan and navigate their trip. These materials remain one of the most influential tools in the visitor journey—guiding discovery, influencing decisions, and prompting further action.

“Brochures consistently outperform digital channels when it comes to trust, tangibility, and in-the-moment relevance,” says John Rice, President of Visitor International. “Our latest survey shows that travelers don’t just use them—they rely on them.”

Among the highlights:

• 72% of consumers use visitor brochures, maps and guides to plan and navigate their trip
• 88% of brochure users went online during their trip to find out more, book, or buy based on what they found in print.
• 84% kept the brochures they selected with them throughout their trip.
• 98% of all consumers trust the information in brochures—more than any digital source.

With digital search becoming increasingly filtered through AI-generated summaries, John Rice adds that businesses relying solely on online visibility may find themselves disappearing from view: “AI will surface what it thinks visitors want to see. That’s not always what’s best for your business. Visitor brochures ensure you’re visible where it matters most—right in front of the visitor, in the moment they decide what to do.”

As the visitor landscape evolves, printed brochures deliver a strategic advantage—providing high-impact, opt-in engagement where other formats struggle to connect. You can view the survey findings here.