New Million-Issue Publication to Lure European Travelers to USA
NOVEMBER 16, 2006. The Travel Industry Association (TIA) and Small World Publications have announced plans for a Discover America-USA Travel Guide to the reach the European travel market in January 2007.
The inaugural Discover America-USA Travel Guide will be a full-color, 1 million-issue lure piece printed in English, French, German and Italian. It will be distributed at consumer and trade shows, through travel agents and Visit USA committees throughout Western Europe.
'Every state in America has a travel guide; almost every country in the world does, too. But the United States has not had a publication representing the entire country for more than a decade,' stated Roger Dow, President and Chief Executive Officer of TIA. 'Every one percent of world travel market share that the U.S. gains results in 8.1 million more visitors to the U.S.'
The European market accounts for 29 percent of the USA's international visitor count (14.2 million), with the UK, Germany, France and Italy all ranking in the top ten. Europeans stay up to seven times longer and spend up to four times more than domestic travelers, making them a sought-after audience.
The Discover America-USA Travel Guide will be designed the way Europeans plan their trips: by region and by activity. It will feature captivating photography, inviting copy and valuable traveler information, enticing readers to make the USA their overseas destination.
The United States has seen its world market share of international travelers fall 36 percent since 1992. TIA (www.tia.org), the national, non-profit organization representing all components of the $654 billion travel industry, represents the whole of the U.S. travel industry to promote and facilitate increased travel to and within the United States.
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