98% of Travelers Say Brochures Provide Trustworthy Information. This matters!

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

Trusted, Chosen, and Acted On: Why Brochures Lead the Way

In an age of pop-ups, promoted posts, sponsored results, and misinformation, trust is hard-won—and easily lost. That’s why this 2025 Visitor International research finding stands out: 98% of travelers say visitor brochures provide trustworthy information, making them one of the most reliable tools for guiding visitor decisions.

When a visitor picks up a brochure, they’re not just reading—they’re believing. That trust is more likely to turn into action. Whether booking a tour, buying a ticket, making a detour to an attraction, or going online to learn more, travelers act on what they find in print. They rely on brochures not only to inform them, but to steer them in the right direction.

It’s not just about the medium. It’s about the moment: a visitor in-destination, curious and open to discovery, choosing your brochure and trusting what it says.

These insights come from the Visitor International 2025 research, based on over 5,300 responses across 11 countries. They reaffirm that while many channels compete for attention, brochures win on credibility—and credibility converts.