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Brochure Marketing for Tour Operators in 2025: Is It Still Worth It?

Brochures and rack cards have been a cornerstone of tourism marketing for decades. They’re tangible, eye-catching, and often serve as a gateway to discovery for travelers. But in the fast-paced, digital-first world of 2025, many tour operators are questioning whether these tools are still worth the investment. Are brochures becoming outdated, or do they still play a valuable role in your marketing strategy?

The answer isn’t black and white.

Depending on your target audience, tour type, and market dynamics, brochures can still deliver excellent results—but only if you approach them strategically. Let’s unpack what tour operators have to say about brochures today, why they still work for some, and how you can ensure they remain an effective tool in your marketing arsenal.

Brochures Are Still Effective, But Context Matters

A recent survey of tour operators revealed a split sentiment about brochure effectiveness: 54% believe brochures and rack cards remain valuable, while 46% think their time has passed. However, the results vary significantly depending on the type of tour offered:

  • Single-Day Tour Operators: A strong 76% find brochures effective, citing their ability to attract last-minute bookings.
  • Multi-Day Tour Operators: Only 41% agree, noting that their customers often book in advance, relying more on online research than in-destination marketing.

This data highlights the importance of context. Brochures work well in certain scenarios—especially for attracting day-tour customers—but may require rethinking for longer, multi-day experiences. Let’s dive deeper into how brochures perform for single-day tours versus multi-day tours.

The Power of Brochures in Single-Day Tours

For single-day tour operators, brochures continue to shine as a critical marketing tool. These tours often rely on capturing travelers who are already in the area and looking for immediate activities. Brochures placed in high-traffic areas serve as a direct connection to potential customers.

Why Brochures Work for Single-Day Tours

One operator emphasized that brochures are ideal for spontaneous decision-making, particularly when distributed at visitor centers, ferry terminals, or hotels. They noted that brochures consistently deliver leads, especially in destinations with high foot traffic. Another operator mentioned that older travelers still gravitate toward physical materials like rack cards, making brochures a reliable way to connect with this demographic.

Additionally, brochures can complement digital marketing efforts. By incorporating QR codes or promo codes, operators can track engagement and directly link brochures to online bookings or promotions.

Best Practices for Single-Day Tours

If you’re running a single-day tour, here are strategies to ensure your brochures are effective:

  • Strategic Placement: Focus on locations with heavy tourist activity, such as airports, visitor centers, and campgrounds.
  • Attention-Grabbing Design: Use bright, bold colors and engaging visuals to stand out.
  • Tracking Features: Add QR codes and unique phone numbers to monitor brochure-driven inquiries and bookings.
  • Include An Special Offer: Many travelers, especially families hunting for bargains, often seek brochures specifically for discounts and coupons. Including a special offer can increase your chances of converting a viewer into a customer.  

Why Brochures Fall Short for Multi-Day Tours

Multi-day tours, on the other hand, often see less return on investment from brochures. This is because customers for these tours tend to book well in advance and rely heavily on digital research and are more responsive to direct mail.

Challenges for Multi-Day Operators

Many operators of multi-day tours shared that brochures are rarely a deciding factor for their clients. One noted that travelers interested in multi-day experiences typically discover their options through SEO-optimized websites, online advertising, direct mail, or social media. For multi-day tours, digital strategies tend to yield higher ROI. A strong online presence, combined with targeted advertising and content marketing, often outperforms traditional methods like brochures.

Alternative Approaches for Multi-Day Tours

If you’re a multi-day operator, consider these approaches to make brochures a more effective part of your strategy:

  • Use Brochures for Networking: Focus on distributing them at events where they can complement face-to-face interactions.

  • Prioritize Digital Marketing: Shift resources toward tools like Google Ads, SEO, and email campaigns to attract advance planners. Consider direct mail for sending rack cards to leads who didn't book yet.

Making Brochures Work: Key Strategies for Success

Whether you’re offering single-day or multi-day tours, brochures can still play an important role—if you use them wisely. Here’s how to ensure your brochures deliver results:

Key Strategies to Maximize Brochure Impact:

  1. Strategic Distribution:
    Placement is everything. One operator shared how targeting campgrounds with adventure travelers yielded better results than distributing brochures in nightlife-heavy areas. Similarly, locations like visitor centers, hotels, and high-traffic kiosks can make or break a campaign.

  2. Invest in Quality Design:
    A well-designed brochure reflects your brand’s professionalism and personality. A vibrant, visually appealing rack card can leave a lasting impression and encourage potential customers to take action.

  3. Track Performance:
    Use modern tools like QR codes linked to custom landing pages and unique phone numbers for tracking. These features allow you to measure brochure-driven conversions and adapt your strategy accordingly.

  4. Verify Distribution:
    Work with trusted distributors and confirm that your brochures are placed where promised. Operators have noted that some distributors overstate their reach, so transparency is key.

Brochures vs. Digital Marketing: Finding the Balance

While brochures remain a valuable tool, the rise of digital marketing means that tour operators need to balance both channels. Brochures excel at capturing in-destination customers, while digital campaigns are better for advance bookings and global reach.

How to Combine Brochures with Digital:

  • Drive Digital Engagement: Use QR codes on brochures to direct customers to your website or booking page.
  • Unify Branding: Ensure your brochures and digital platforms share consistent messaging and design elements.
  • Cross-Promote: Tie brochures to digital campaigns by offering exclusive discounts for bookings made through brochure links.

By integrating brochures into a larger marketing strategy, you can maximize their value while leveraging the benefits of digital tools.

Brochure Marketing for Tour Operators in 2025

Brochures aren’t outdated—they’re evolving. For single-day tours, they remain a reliable way to attract spontaneous bookings, especially when placed strategically and paired with measurable tracking tools. For multi-day tours, their role may be more limited, but they can still enhance networking efforts and complement a strong digital presence.

The key is to approach brochure marketing strategically. By focusing on targeted distribution, high-quality design, and performance tracking, you can ensure that brochures continue to play a valuable role in your marketing efforts in 2025.

Ready to optimize your brochure strategy? Contact us for expert advice and tailored solutions to grow your tour business!

References and Citations

These groups provided firsthand perspectives and detailed feedback from tour operators about the effectiveness of brochures and rack cards in 2025.

Survey Data Sources:

 
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