The effectiveness of roadwork signs on drivers’ safety is a poorly investigated topic. The present study examined visual fixations of 29 participants to work zone signs, while driving 27 km along rural roads. The drivers’ visual fixations on the work zones signs were recorded with an eye tracking device, synchronized to a GPS recorder that collected kinematic data. The routes crossed 23 roadwork zones, including a total of 69 vertical work zone signs. Visual behaviour to roadwork signs were compared to visual behaviour to permanent vertical signs. The results revealed that drivers glanced at both temporary and permanent signs along the roadwork areas with a similar 40% frequency. In addition, they glanced at single roadwork signs more often and for longer than at multiple-roadwork signs. The main findings of this paper lead to conclude that driver behaviour, investigated by comparing instant speed and visual fixations, is frequently unsafe.