2024 Visitor Research: Evidence of The Daily Adventure Guides’ Impact on Visitor Engagement

New primary research from The Daily Adventure 2024 Readers Survey provides compelling evidence of how Ireland’s #1 visitor guides influence visitor behaviour. Based on insights from over 1,400 respondents, the findings reinforce the essential role of The Daily Adventure guides in helping visitors plan their trips and discover new experiences.

For tourism businesses and destinations looking for data-driven insights to inform their marketing strategies, this research highlights the value of print in shaping visitor decisions.

Key Findings

• Families & Couples Are the Largest Reader Segments – The majority of Daily Adventure readers travel as families (35%) or as couples (43%), making them the two most significant audience groups. These visitors are actively looking for shared experiences, making the guide a key resource for family-friendly and couple-focused attractions, experiences, and destinations.
• Visitors Are Highly Mobile and Can Easily Travel to Your Business – 75% of all readers travel by car, increasing to 81% outside Dublin. Among families, this figure rises to 87%, and for couples, it reaches 79% (or 83% outside Dublin). However, in Dublin, 34% of readers use public transport, including buses, Luas, and Dart services. The Daily Adventure connects with visitors who have the freedom to explore, meaning they can easily travel to visit your business or destination.
• Print Drives Digital Engagement & Business Conversions – 85% of readers used their mobile devices to explore further based on what they discovered in the guide. This proves that print remains a powerful driver of action, often prompting digital engagement where bookings and conversions take place. While online platforms may get the final credit, it is often The Daily Adventure guide that first captures visitor interest and leads them to visit, book or buy.
• Long-Term Retention & Exposure – 87% of visitors keep the guide for the duration of their trip, and 63% take it home, ensuring extended marketing impact well beyond their visit.
• Highly Valued by Readers – 100% of respondents valued the guide, with 85% rating it ‘exceptionally valuable’ or ‘very valuable,’ demonstrating its importance as a trusted trip-planning resource.
• Proven Business Impact – The research confirms that The Daily Adventure guides connect businesses with engaged visitors, positioning them as an essential tool for influencing trip-takers in Ireland.

This research reinforces why The Daily Adventure guides remain a must-have marketing channel for tourism businesses.

Download the full research report HERE to explore the insights in detail and see how The Daily Adventure can enhance your 2025 marketing strategy.