Our 2026 Reader Survey reveals some interesting findings for tourism businesses planning for 2027.

Every tourism business wants to be discovered. But discovery is only the beginning. What really matters is influencing where visitors go, what they do and where they spend.

Unlike advertising that arrives unrequested, every Daily Adventure guide is picked up by choice. Visitors select the guides because they’re interested in discovering places to see, things to do and experiences to enjoy.

And our 2026 research, based on feedback from 1,818 visitors, shows what happens next.

Three Findings Worth Knowing

88% — VALUE

88% of visitors rate the guides extremely or very valuable. Visitors appreciate the information they have actively chosen to pick up.

85% — ACTION

85% were prompted by something they read in the guide to reach for their phone to find out more, visit, book or buy.

But not every visitor needs a phone to take action. They can simply decide to visit, explore or spend based on what they’ve read. The influence of the guides extends beyond the actions measured through mobile phone use.

87% — RETENTION

87% keep the guide for their entire trip, while 62% take it home as a memento or to share. That’s an opportunity for businesses to remain visible long after the initial discovery.

Visitors Who Are Free to Explore

The research also reveals that 98% of readers travel independently, 77% travel by car, and 75% are on overnight trips.

These are visitors who can choose their routes, change their plans and discover new places along the way.

What Could This Mean for Your 2027 Marketing?

The findings tell a consistent story. Daily Adventure readers choose the guides, value their content, keep them close and act on what they discover.

Explore the full 18-page Reader Survey 2026 here or via the banner below, including reader profiles, travel behaviour, and visitors’ own experiences of Ireland.