Research: 10 ways brochures positively impact visitor behaviour during a trip

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Research: 10 ways brochures positively impact visitor behaviour during a tripBentley University, Center for Marketing Technology, in collaboration with Visitor International, undertook consumer research among visitors to 17 locations in North America, Europe and South Africa during the summer of 2016

Bentley University, Center for Marketing Technology, in collaboration with Visitor International, undertook consumer research among visitors to 17 locations in North America, Europe and South Africa during the summer of 2016. The purpose of it was to understand the effectiveness of tourism brochures.

Here are 10 ways, confirmed by their research, that brochures positively impact visitors during a trip.

  1. 2 out of 3 of visitors picked up a brochure during their trip (67%)
  2. The travel plans of almost all of these visitors was influenced by a brochure in market at their destination (95%)
  3. More than 4 out of 5 visitors planned to visit an attraction or business as a result of picking up a brochure (83%)
  4. Nearly 4 out of 5 visitors would consider altering their plans because of a brochure (78%)
  5. 2 out of 3 visitors planned to purchase tickets or merchandise for businesses they learned about from a brochure (65%)
  6. 7 out of 10 visitors 
  1. 6 out of 10 visitors find brochures to be a tangible, easy to use hard copy of information (60%)
  2. 6 out of 10 visitors believe brochures are trustworthy (59%)
  3. More than half of visitors appreciate that brochures are convenient and always available (53%)
  4. More than half of visitors value discounts and coupons in brochures (51%)
About City Contact

In Greece, the research was undertaken by City Contact which was founded in 1996 in order to provide printed information to foreign and domestic visitors of Greece's major hotels. It has currently developed an Info Stand® and Visitor's Free Editions and Brochures information network, collaborating  exclusively with 220 top Athens, Crete, Rhodes, Corfu, Thessaloniki, Santorini and Mykonos hotels.
Moreover, it covers printed information needs of tourists by offering free publications at conferences, travel agencies, public institutions, trade fairs, embassies, yacht marinas, etc.
In 2004, City Contact initiated the Athens Walking Tours, drawing upon the extensive experience of its staff, and, ever since, these tours have turned into one of the most acclaimed and innovative tourism activities in Athens.
Athens Walking Tours offer today, on a daily and all year round basis, high-quality, historical and gastronomic interest guided tours to visitors of Athens, Chania and other popular Greek tourist destinations.
About Visitor International

Visitor International is the International Association of Visitor Information Providers. Our member companies around the world specialize in providing client information to visitors during their stay in their destination, to guide them to wonderful experiences. In this way our member companies:
  • Encourage visitors to do, see and enjoy more during their stay at their destination and nearby.
  • Drive business to great experiences (where to stay, attractions to visit, activities to enjoy, the best places to eat and shop, and the best transport to get them there).
  • Deliver hundreds of millions in revenue to client companies every year.
  • Encourage longer stays and repeat visits, by presenting visitors with more opportunities for enjoyment.
  • Help ensure that their services also reflect well on the channels they distribute through e.g. lodgings, attractions, and access gateways.

For more information on Visitor International's linked members across the world as well as the importance of providing printed information to visitors, please visit

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