Discovered. Trusted. Chosen. Acted On.

New independent research from Visitor International — 1,153 visitors and residents surveyed across Ireland — shows what a brochure display achieves during a visitor’s trip. Most visitors encounter more than one brochure during a stay, and it’s that cumulative presence across a journey that builds results like these.

Trusted from the first glance

• 72% of visitors and residents used a printed guide, brochure, or map during their trip.
• Of those, 99% said printed visitor information is trustworthy.

Discovery that becomes action

• 95% discovered a place they didn’t previously know existed.
• 93% were influenced to visit a specific place because of something they read in print.
• 65% changed their itinerary because of something they read.

Reaching the right audience

• 65% of pickups were by women, the primary influencers of travel decisions.
• 96% were Free Independent Travellers — not locked into itineraries – free to act the moment they read something.
• 95% passed their brochure on, reaching a further 2.3 people on average.

Print often starts the digital search too

• 89% went online while reading, or right after — meaning a brochure display doesn’t compete with a business’s digital presence, it feeds it.

In Ireland, Glance is a Valued Member of Visitor International.

Source: Ireland results, Visitor International worldwide visitor survey programme (1,153 Ireland respondents) 2025/6.

Download the full survey findings 2025/2026 here or below.

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