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 Are brochures becoming outdated, or do they still play a valuable role in your marketing strategy?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.
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:
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.
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.
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.
If you’re running a single-day tour, here are strategies to ensure your brochures are effective:
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.
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.
If you’re a multi-day operator, consider these approaches to make brochures a more effective part of your strategy:
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:
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.
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.
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.
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.
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.
By integrating brochures into a larger marketing strategy, you can maximize their value while leveraging the benefits of digital tools.
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!
These groups provided firsthand perspectives and detailed feedback from tour operators about the effectiveness of brochures and rack cards in 2025.
Survey Data Sources: