For the first time in more than a decade, Europeans can plan travel to the US using a comprehensive travel guide featuring every state and territory.
A million issues of the Discover America — USA Travel Guide — published in English, French, German and Italian editions — have been produced by Bellevue, Washington-based Small World Publications.
The magazine includes color photographs and a wide-open format to showcase the US by regions and activities unique to each area of the country.
“Europeans stay up to seven times longer in the USA and spend up to four times more than domestic travelers, making them a sought-after audience, “ said John DeLeva, publisher. He added:
“The US has seen its world market share of international travelers fall 36% since 1992. Our guide is one way to help regain market share and Europe is the right place to start.”
The guide is being distributed throughout Western Europe, primarily at travel shows and travel agencies, with help from tour operators and Visit USA Committees.
The European market accounts for 29% of the US’s international visitor count (14.2 million), with the United Kingdom, Germany, France and Italy ranking in the top ten.
“We noticed that there was no one publication promoting the US travel product as a whole and we couldn’t understand why one didn’t exist,” said Lisa Schwartz, president of Small World Publications.
The group has formed a marketing alliance with the Travel Industry Association to help build international interest in the US.
Report by David Wilkening
