Visitor Information:
What The Research Says
From Visitor International global surveys to independent studies, the evidence consistently supports the power of visitor information. This section brings together credible insights showing how brochures, maps, guides, and more influence decisions, spark discovery, and drive results.
5,334 Travelers Speak: How Visitor Brochures Influence Their Choices
Discover the key insights from our latest global survey of over 5,300 travelers across 12 countries. See how printed visitor brochures continue to guide where visitors go, what they do, and how they spend—often sparking digital engagement.
Lidl’s Flyer Withdrawal Proves the Power of Print
When Lidl stopped delivering print flyers in Utrecht, shopper spend fell by about 5%—a loss digital flyers could not repair. The study shows that even in grocery retail, print drives real behavior, with lessons that are even more powerful for tourism.
Print Drives the Clicks — Digital Just Takes the Credit
88% of travelers say something they found in a brochure led them to go online to learn more, book, or buy. Brochures often introduce visitors to services they didn’t know existed—triggering meaningful digital engagement that turns awareness into action.
Brochures Top the Trust Charts, Say Travelers
98% of travelers say brochures provide more trustworthy information, making them one of the most reliable tools for guiding visitor decisions. Their credibility drives real-world actions—from bookings to visits and purchases—proving that trusted print still leads the way.
Women Are Number One for Travel Influence and Brochure Use
New research confirms what the industry knows—women lead travel decisions. They’re also the top users of brochures, maps, and guides, using them to shape plans, find experiences, and influence others.
The Highest-Spending Travelers Reach for Brochures
Millennials, Gen X, and Baby Boomers are not only the biggest spenders in travel—they’re also the top users of brochures. Connecting with these generations through print means reaching travelers ready to explore, engage, and spend.
95% of Brochures Are Shared. That's a Game Changer.
95% of brochure users share them, typically reaching more than two additional people. This word-of-mouth effect extends the impact of each brochure, turning one traveler’s interest into wider influence and trusted recommendations.
Most Brochure Users Travel by Car — Free to Choose You
Nearly seven in ten brochure users (69%) are on the road in their own vehicles or rentals—free to make spontaneous choices and explore local experiences. With flexibility to detour, discover, and spend, they’re highly responsive to the visitor information they encounter.
The Season-Shapers! Over 80% of Brochure Readers Are Couples and Families
Visitor brochures strongly appeal to two key travel segments—families and couples. Together, they make up over 80% of all brochure users. Whether planning a shared adventure or a relaxing getaway, these travelers turn to brochures to discover what to do, where to go, and how to make the most of their trip.
Looking for ways to better engage visitors?
Our blog shares practical advice, smart insights, and real-world strategies for anyone helping visitors discover great experiences. Whether you use brochures, maps, guides, or digital screens to attract visitors, you’ll find ideas worth exploring.