The Daily Adventure Readers Survey 2021

2021 Visitor Research
The Daily Adventure
Readers Survey 2021
Be in the Know!

2021 Visitor Research
Readers were Mobile and on
the Move - Driving to
attractions and places of
interest
83%
of Daily Adventure Readers drove to the
attractions and the areas of interest they
visited during 2021.
For 2022
Smart Marketers: 'Drive-to' Visitors
will continue to support recovery in
2022. Visitors on the move by car are
also the number-one readers of our
'Daily Adventure' visitor guides.

2021 Visitor Research
Our Guides Digitally
Connected Readers to
Businesses
86%
of readers were prompted by what they
read in our Guides to use their mobile to
find out more, or to book, buy, or visit.
For 2022
Smart Marketers: The Daily Adventure
readers often discover you FIRST in our
guides. This influences them to either visit
you directly or to use their mobile to find
out more or to book or buy from you.

2021 Visitor Research
Family and Couples
were our two big
business segments
40% 41%
40% of our readers travelled as a family, &
41% as a couple during 2021. 10% travelled
with friends, and 7% travelled solo.
For 2022
Smart Marketers: It is 100% certain that
families and couples, our two biggest
reader segments during 2021, will again
be the drivers of your business in 2022 -
as tourism's recovery continues.

2021 Visitor Research
The Daily Adventure
is Loved and Valued
by all Segments
98%
87% of readers found our guides to be
'Extremely Valuable' or 'Very Valuable'. A
further 11% found them to be 'Moderately
Valuable'.
For 2022
Smart Marketers: Our guides are highly
valued. Visitors gave the new format 2021
guides their highest ever value rating - and
it's a format we will be continuing into 2022.

2021 Visitor Research
Over 1,100 readers
told us what they
loved most in Ireland
99%
of survey respondents told us of the ONE
THING they loved most during their trip.
Where they nominated a business we
shared the feedback.
For 2022
Smart Marketers: Most respondents
named places, while some nominated a
business. When a business was
nominated, it was typically because of a
very special experience or thoughtfulness.
Will your business feature in 2022?

2021 Visitor Research
Our Guides were
ACTIVELY CHOSEN
by Trip-Takers
100%
of our Guides were actively CHOSEN,
selected because of interest. 'Chosen' is a
big deal. It means the businesses featured
in the guides are winning business!
For 2022
Smart Marketers: Because our guides are
selected out of interest (and don't fall out of
newspapers or into letter boxes) the
conversion rate from lookers to bookers,
buyers, and visits is far higher than any other
channel. They don't reach the uninterested!

2021 Visitor Research
About our 2021
Readers Survey
1,155 readers responded to our survey - giving us very
accurate reader insights.
82% of our readers resided in Ireland, and 18% were
visiting from overseas. That 18% is a big jump from just
2% in 2020. This is the first sign that overseas recovery
has begun. Expect it to continue in 2022.
Families and couples accounted for 81% of readers.
Adult friends (10%) made a comeback in 2021.
Our changed distribution (to reach more domestic trip
takers) meant our guides were picked up in a wider
range of locations than ever, including at
accommodation, attractions, service stations, shops,
cafés, and visitor information points.
For 2022
Smart Marketers: For 2022, expect the
domestic market to be key again, and for
overseas visitor numbers to have a bigger
bounce. The best way to command their
attention will be via 'Your Daily Adventure'.

Contact Us
If you have any queries,
or are interested in our
2022 Guides, contact us
Tel: 061 338 588
E: miriam@VisitorIreland.com
w: YourDailyAdventure.com
For 2022
Smart Marketers: 2022 will see us
produce the 21st edition of our guides -
also with a big focus on connecting print
and digital - through the publications,
website, flipbooks and dynamic QR
Codes. We hope to see you in it!