What do you write in a tourist brochure; hint, less in more.

Listen to it like a podcast!

You have decided to create a brochure for visitor information centres, agents or to provide industry partners and collaborators to get the word out about your product or service.

What do you put in it a tourist brochure?

Pick up a flyer at any visitor information centre, and you are probably going to be overwhelmed with information. So much so, the gorgeous images and critical messages are now lost among the mess.

You, the visitor, were looking for a little inspiration.

What the product or service was, why it is the best options available, and why you should choose it with a limited time or budget.

Yet here you are, finding yourself reading about what’s included, what’s not, every frequently asked question ever posed, what colour the tour bus wheels are, and what happens when the weather turns.

All you wanted was a little inspiration.

We shared a while ago that a heading has one job. That is, to get the readers attention. Make them stop and want to read more.

Your brochure has one job too. To get attention, get into someone’s hands and hopefully inspire enough curiosity from the reader to dig a little deeper.

Picture this; you are in a visitor information centre or holiday park, and you pick up a brochure.

There is one image of a booming cave – something the likes of which you’ve never seen before.

The heading says, ‘When the lights go out, something magical happens.’

That’s it. Just an image; a heading; and a website address. It says.


Consider this. Without any other information on the brochure, are you going to take a look?

Has your curiosity been aroused enough to do a little bit of research to find out more?

Are you worried if you don’t take more of a look into this, you might be overlooking one of the best experiences in the region?

You are, right?

By no means am I suggesting this is entirely the right approach. However, I hope it illustrates an important point.

You do not need to stick everything from your website in your brochure. It would be best if you captured your audience’s imagination.

Stop underestimating your customers; they are savvy enough to do the rest.

Before you go; take another look at the image in this article. What gets your attention? Simple or cluttered?


'An Absolute Must-Do'; the Book.

A concise framework to build a tourism business that people love, pay more for, and rave about.