Tourism Will Return And It’s Not Just Trip Advisor They’re Looking At. Research shows the effectiveness of print marketing in influencing tourists decision making.

Most of us have been tucked up in our homes for the last year.  But as Covid travel restrictions continue to lift, and there’s continuing uncertainty around holidays abroad, we’re going to see another summer of staycationers.   And weare a nation of day trippers!

Many people cannot wait to get back on their favourite theme park rides, spend a day with family at the zoo or stroll down the miles of promenade across our seaside towns.

British residents made over 1.4 billion domestic day trips to English destinations in 2018 and spent a whopping £56.5 billion.  In 2019 we also made over 99 million overnight trips in England.

Print marketing is an effective way to create stand-out and an impression with tourists.  They look for inspiration and browse print literature racks in prominent tourist venues, cafes or tourist centres planning what to do next and take the leaflet or flyer with them.

In spring 2019, Bentley University, Centre for Marketing Technology, created a survey** in collaboration with Visitor International to understand the usage and effectiveness of hospitality print and digital visitor information.

The findings examined 891 responses from hospitality professionals at locations in North America, Europe, and South Africa.  Here’s a snapshot of what they discovered:

How important is providing your guests with visitor information

What visitor information are you currently using to assist guests? Rate the importance of each selection.


Summary of Findings

Overwhelmingly the study discovered that print media is far more highly valued than electronic tourist information:

Printed maps rated #1 by ranking of extreme importance (78%) followed closely by brochures (74%) and printed guides (62%).

4 out of 5 visitors picked up a brochure during their trip (79%)

What effect did the print marketing have?


More than 4 out of 5 visitors became aware of an attraction or business as a result of

picking up a brochure (85%)

Nearly 3 out of 4 visitors would consider altering their plans because of a brochure (73%)

More than 3 out of 5 visitors planned to purchase tickets or merchandise they learned

about from a brochure (61%)

Print marketing versus digital marketing created impact in other ways:

More than 5 out of 10 visitors find brochures to be a tangible, easy to use hard copy of

information (54%)

Over half of visitors believe brochures are trustworthy (54%)

Half of visitors’ value discounts and coupons in brochures, particularly if they are

travelling with a group (50%) 

Over the last 30 years London + Culture Calling have worked with hundreds of Britain’s best loved tourist attractions though the power of print marketing.

Let us see how we can support you:

Colin Hann, Managing Partner  | m: 07815 935 39