On the one hand there are a plethora of travel content websites, which obviously allow users to print information, while on the other there are pre-printed brochures on the shelves of offline travel agencies.
The area in the middle is where the debate lies as many (probably quite rightly) believe some travel consumers still want to flick through a brochure of some kind as well browse the web.
Maligned by the so-called progressives as an Old School travel industry technique for getting product into the hands of prospective buyers, holiday brochures have remained a strong feature of agency retailing.
Meanwhile others bemoan simple printing out from websites as producing material somewhat lacking in inspiration and not capturing the spirit of a destination or product.
What some travel (and media) organisations have since tried to do - with varying degrees of success - is digitise the classic printed format, such as Thomson.
Others, such as OffBeatGuides, have created an entire service around producing a paid-for build-your-own itinerary pack while Travellerspoint recently did it for free.
The latest to have a go at sprucing up the travel brochure is Discover Ireland, the DMO charged with attracting visitors to the Emerald Isle.
Officials have produced a design-your-experience module on the main Discover Ireland website which allows users to select a range of requirements such as transportation, time frame, region, accommodation and activities/interests.
What comes back via email is a hefty, extremely glossy, web-hosted and personalised PDF which has aggregated the personal preferences into subject areas with embedded links to suppliers, attractions and other relevant sites.
The disappointing thing for those that live and breathe digital brochures and firmly believe in their future is that are often seen in less than favourable terms simply because they are not embracing web-based technology for reproduction of web content, instead opting for ways to regurgitate printed material.
DiscoverIreland has a neat tool but will it (or should it) satisfy the web-focused potential visitors?