Last month I was asked about our Yakima Valley Travel Guide, the official visitors guide for our region. The person wondered if print guides were still needed in an era of mobile apps and digital platforms.
I admitted technology was a useful tool, but pointed out that printed guides were valuable for attracting people, enriching their experience and providing reliable information.
While digital tools can provide broad info, travel guides created by a trusted community entity like Yakima Valley Tourism are crafted by people with extensive local knowledge. We’re able to showcase the hidden gems alongside well-known attractions and events.
The simplicity of flipping through a guide contrasts with the fragmented nature of online browsing, especially with cell phones. The info is coherent, organized, and free from the distraction of pop-up ads and unrelated info. This focused approach resonates with travelers looking to plan meaningful trip.
For the Yakima Valley Travel Guide we apply a branded approach so that ads for restaurants, retail, attractions, lodging and communities blend into the overall design, giving the advertisements more visual appeal and readability.
Smart travel guides complement digital outlets. We use QR codes in our printed materials, bridging the gap between print and digital outlets. This allows us to provide real-time updates plus more detailed features, resources and links.
Likewise, we have a page turning, digital version of the latest guide on our website www.visityakima.com that provides embedded weblinks to advertisers, attractions, communities, events and more.
Travel guides also play a critical role in supporting communities. By steering visitors to local businesses, events and attractions, they support our regional economy. Guides also act as keepsakes, reminding travelers of their experiences and inspiring future visits.
Another advantage of printed guides lies in their reliability when technology fails. Travelers in rural or remote locations find printed guides and maps useful when cell service is lacking.
Beyond practicalities, visitor guides capture the essence of a destination through storytelling. In the Yakima Valley Travel Guide we use authentic narratives from different people in the community and personalized recommendations. A well-written guide with quality images not only informs, but also inspires travelers.
The Yakima Valley Travel Guide is also an invaluable tool for people looking to relocate here and businesses who are recruiting new talent.
The extensive online and print marketing we place generates interest in our travel guide. According to industry research, most people who request a guide first discover it through the destination’s tourism website, search engines, or advertisements. Our travel guides are also picked up in regional and neighboring communities and while in the Yakima Valley.
A tourism industry survey of potential visitors and people planning to visit various destinations found that 45% spent more than 45 minutes reading a visitor guide and another 53% spent between 15 and 45 minutes with at least one guide.
The bottom line is, printed guides remain an indispensable tool for travelers. For those planning their next journey, ordering or picking up a visitor guide could be the first step toward a more enriching and meaningful experience.
We are in the production stage right now for our 2025 travel guide and will have it printed and on the streets by early February. Be sure to stop by one of the many local outlets and pick up a few copies for yourself, friends and family.
