Industry Newsletter
April 2019

With spring in full swing, like many of you, we’re focusing on our budget and plans for next fiscal year, including opportunities for you to promote your destination internationally.

One of the best ways to get involved? Our membership programs, including Allied and Affiliate levels. Currently, Annapolis, Arlington, and Frederick are at the Allied level, and Richmond, Alexandria are Affiliate members, with Fairfax joining on July 1.

These programs bundle together our most popular programs and support our efforts to attract more overseas visitors, who stay longer and spend more money. See below for more information.

A la carte opportunities include our Holiday Guide and digital marketing programs through Miles. This year, the guide was distributed at shows in each of our markets and through partnerships with Food & Travel in Germany and Selling Travel in the UK. We also drive traffic to our website, reaching people with both traditional and digital mediums.

Having just completed four sales/media missions—France, the UK, India, and China—we’re already looking ahead to next year. As of today, we plan to be in France, Germany, and China. Our missions get you in front of key stakeholders in each of our markets, promoting your destination and forming the relationships critical to success in this industry.

Finally, we’ll offer tour operator co-ops in each of our markets as well. Buy-in opportunities start at just $500 and give you the chance to reach customers planning their holidays with the message that this is the best place in the US for those long-haul vacations.

Over the next two months, the CRUSA board and staff will finalize our plans for FY20. I look forward to sharing more details with you soon and hope you’ll plan to join us!

Scott Balyo
Executive Director
2020 Marketing Opportunities
CRUSA is now accepting reservations for our 2020 Overseas Print/Digital Marketing Campaign. Attract more international visitors by taking advantage of Capital Region USA's powerful marketing outreach. Our Integrated Marketing Program includes advertising opportunities in CRUSA's travel guides, website and email.

Contact  Carly Stedman today to reserve your space in our 2019 program.
Leads Available!
Sell you destination or attraction to top travel buyers from France and the United Kingdom! Leads from CRUSA's recent sales missions to France and the UK are now available. Contact Kimberly Petersen to receive a copy of the lead report.
Spotlight on Germany
The Latest Research
The most recent data shows that in 2017, 148,000 German residents visited the Capital Region. These travelers spent $137 million in direct spending while visiting the region, visiting 3.1 states on average and staying an average of 7.5 nights.

Additional insights on the German market are available from the National Travel and Tourism Office and Brand USA.
Media Highlights
Article from Jakob Strobel in national newspaper Frankfurter Allgemeine Zeitung.
As of March 2019, CRUSA’s German representatives at Claasen Communication have distributed 19 press releases and hosted four individual media visits. Their efforts have generated coverage for the region with a cumulative ad value of more than $4.7 million, total circulation of more than 9.7 million, and more than 179 million impressions. Coverage highlights include:

  • Sabine Loeprick visited the region in the fall and published a four-page feature about The Wharf in Washington, DC in the weekly magazine Forum (circulation 37,000)

  • Jakob Stobel, travel editor for national newspaper Frankfurter Allgemeine Zeitung (circulation of more than 250,000) published his article in November in print and online. The article focused on the region's personalities to show how welcoming the region is.
Sales Highlights
Maria from Claasen (center) promoting the region in the Brand USA booth at TravelConneXion.
As of March 2019, CRUSA's German representatives have conducted 41 sales calls and six training sessions for 344 German travel trade professionals. Sales highlights include:

  • Capital Region USA was one of four exclusive partners in the Brand USA booth at November's TravelConneXion in Frankfurt, the biggest B2B event organized by Thomas Cook in the German-speaking market. More than 2,000 travel agents attended the event and received updates and news about the region from CRUSA's German representative, Maria Greiner of Claasen Communication.

  • Participated in the Visit USA booth at the Munich consumer show in February. The show, touted as Bavaria's biggest fair for travel and leisure, drew more than 140,000 attendees. CRUSA's newest holiday guide and guides for CRUSA's Allied Members (Visit Annapolis, StayArlington, and Visit Frederick) were distributed during the show.

  • Since it's release in January, the team at Claasen has been heavily promoting the latest version of CRUSA's annual holiday guide. A press release announcing the new guide was distributed and resulted in coverage in more than 50 publications with a total circulation of more than 2.5 million. These announcements also resulted in several guide orders from travel agencies and consumers.

  • In November, United Airlines invited their 50 best customers and partners to a Thanksgiving cooking event in Frankfurt. Maria Greiner participated on behalf of the Capital Region and Washington Dulles International Airport. Maria and representatives from United welcomed guests and discussed upcoming changes to Dulles Airport and 2019 highlights in DC, Maryland and Virginia.
Allied Partners
 Copyright 2019 by Capital Region USA, P.O. Box 13352, Richmond, VA 23225 USA