One thing that might help "encourage" people (once they got to you) to think of you as a pro-travel race would be providing travel information - where to stay, what airport to fly into, that kind of thing. If I'm looking at traveling races, I usually look for recommended hotels, any kind of partnerships, that sort of thing, that tells me they are interested in more than locals.

Other than that, a great website can go a long way, then it might take some time to build a network. I like the military suggestion, networks like that can help spread the word.

Good luck!!