2025 Visitor Research: Evidence of The Daily Adventure Guides’ Impact on Visitor Engagement

New primary research from The Daily Adventure Readers Survey 2025 provides clear and compelling evidence of how Ireland’s number one visitor guides influence visitor behaviour. Based on insights from 1,646 respondents, the findings reaffirm the essential role of The Daily Adventure guides in helping visitors plan their trips, discover new experiences, and decide what to do next.

For tourism businesses and destinations seeking data-driven insights, this research reinforces the continuing value of print in shaping visitor choices throughout Ireland.

Key Findings

Families and Couples Continue to Dominate – 81% of All Readers

Families (40%) and couples (41%) remain the largest reader segments in 2025, together accounting for more than four in five readers. These groups are actively looking for shared experiences, making them prime audiences for attractions, activities, and destinations.

Women Remain the Leading Influencers of Travel

Women account for 65% of all readers, making them the most influential audience in shaping travel decisions for families, couples, and friends. Women continue to drive Ireland’s tourism seasons and remain central to what visitors choose to do.

Readers Are Mobile, Flexible, and Able to Travel to Your Business

79% of readers travelled by car, and more than 95% were Free Independent Travellers (FIT). This means the guides reach visitors with the independence and freedom to explore widely and travel directly to your business or destination.

Print Strongly Drives Digital Engagement and Booking

Almost 9 in 10 readers (87%) went online after reading something in the guide — to find out more, book, or buy. Print remains a powerful trigger for digital action, often initiating the journey that leads to online conversions.

Long-Term Retention and Extended Marketing Impact

87% of readers kept the guide for their entire trip, and 62% took it home. This ensures long-lasting exposure and repeated opportunities for your profile to influence decisions throughout and beyond the visit.

Exceptional Reader Valuation – 99% Found the Guide Valuable

99% of readers found the guide valuable, with 87% rating it extremely or very valuable. The guides remain highly trusted, chosen by preference, and relied on as a key planning resource.

Picked Up Exactly Where Visitors Make Decisions

Readers picked up the guides where trip decisions are made — including accommodation, attractions, visitor information centres, shops, cafés, and motorway stations. Being present in these exact moments ensures your message reaches visitors when they are ready to choose.

Proven Business Impact

The 2025 findings clearly show that The Daily Adventure guides connect businesses and destinations with engaged, mobile, decision-ready visitors. Strong pick-up rates, high valuation, long retention, and high digital follow-up confirm that the guides remain one of the most effective visitor-marketing channels in Ireland.

For tourism businesses looking to reach visitors who are ready to explore, book, and buy, The Daily Adventure remains a must-have marketing channel.

Read the Report Online HERE and you can also Download it as a PDF to explore the insights in detail and see how The Daily Adventure can enhance your 2026 marketing strategy.

Secure Your Space in the 2026 Editions

For more information or to secure your space in the 2026 editions, please contact Info@Glance.ie or call 061 338 588.