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Dear Partners and Friends, | |
Does Food Matter in Travel?
On October 21, the MICHELIN Guide American South will once again put a global spotlight on our region’s culinary scene. I’m excited to see which chefs and restaurants are recognized — and how the Guide expands its reach and tells an even broader story of food in the American South.
Because food matters in travel. A lot.
For international visitors, culinary experiences can influence where they go, how long they stay and what they remember and share about a destination. And the American South has an incredible advantage: our food story isn’t defined by just one kind of experience.
It stretches from Waffle House and Buc-ee’s road-trip stops to barbecue joints, meat-and-threes, Atlantic and Gulf seafood, bourbon country, Creole and Cajun kitchens — and MICHELIN-recognized restaurants and chefs.
That breadth is our strength. The everyday and the extraordinary are all part of the journey.
As MICHELIN brings greater international attention to our culinary scene, our opportunity goes well beyond restaurant recognition. It’s about making food an even stronger part of how we position, package and sell the South — giving travelers another compelling reason to explore more of our region.
One Region. Infinite Flavors.
Look for the new Guide to be online on Wednesday Oct 21 or watch the live stream of the Michelin Guide Ceremony.
All Y'all Are Welcome!
Sincerely,
Liz Bittner
President & CEO
Travel South USA
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GLOBAL PULSE: Uneven Markets + What Would Dolly Do?
Global Pulse presented by: Esra Calvert from Esra Calvert Consulting, LLC
Canadian visitors spent $331 million less in the South than they did in 2024. This year, it is starting to rebound. Across all markets, the forecast calls for about 6 million international visits and $8.2 billion in spending. But numbers only take us so far. For what comes next, I keep returning to a question from our team: what would Dolly do?
Click here to listen to the Google NotebookLM podcast!
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The countdown to Travel South International Showcase 2026 is officially underway! From November 29 to December 3, Nashville will bring together global travel trade, media, and Southern partners for what is expected to be our largest Showcase yet. More than 150 buyers, RTOs, and media are already registered, setting the stage for valuable connections, new business opportunities, and conversations that will help grow international travel to the American South. Make your plans now and join us in Music City for International Showcase 2026!
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One mission, four cities, and three ways to grow the American South in Germany. This January, Travel South USA partners will connect directly with travel trade, media, and consumers through a coordinated program built to turn relationships into results.
The sales mission will bring partners to Frankfurt, Hannover, and Hamburg for targeted meetings, sales training, and events with established clients and new tour operators. A dedicated media program will also include Munich, creating opportunities to connect with leading journalists and generate fresh story ideas. In Stuttgart, the consumer activation will showcase the South to more than 260,000 travel-minded consumers.
Together, these opportunities will grow product, strengthen trade and media relationships, and build demand for the American South across Germany.
Join us January 17–24 and bring One Region. Infinite Possibilities. to the German market. Email Angelica to claim your spot.
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2027 Canadian “Welcome All Y’all” Media Mission
Bring the sights, sounds, flavours, and stories of the American South to one of our most important international markets. A dedicated Media Mission will connect partners with Canadian journalists, content creators, and food influencers through curated experiences designed to generate future coverage. At the T.O. Food & Drink Fest, partners can engage directly with approximately 16,200 consumers and introduce them to Southern destinations and experiences. Join us March 31–April 4 and help turn Canadian curiosity into a reason to travel South. Email Angelica to claim your spot.
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New Multi-State Itineraries Showcase the American South
Travel South USA, in partnership with America 4 You, has launched Southern Journeys, a new collection of multi-state itineraries designed to turn inspiration into bookable travel across the American South. Built around music, food, history and culture, and outdoor adventure, the collection combines thoughtfully designed routes with practical tools including maps, drive times, recommended experiences, and insider tips. Southern Journeys gives international travel trade partners ready-to-use products to build and sell longer, richer trips that connect destinations and experiences across state lines.
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Congratulations Our New Vice President of Events and Experiences
Travel South USA is proud to celebrate Angelica De Stefano’s promotion to Vice President of Events and Experiences. Angelica joined the Travel South USA team in January 2017 and has spent nearly a decade helping shape the organization’s events and experiences. She brings years of experience, creativity, and dedication to her new leadership role. Please join us in congratulating Angelica on this well-deserved promotion!
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India’s Manifest Magazine Spotlights Southern Honeymoons
Indian luxury lifestyle publication Manifest Magazine is spotlighting the American South as a honeymoon destination for couples seeking more than the traditional beach getaway. The feature highlights Charleston, Gulf Shores, Nashville, and New Orleans, showcasing everything from historic charm and pristine coastline to live music and vibrant cultural experiences. With 100,000 unique monthly visitors, the coverage introduces the South’s diverse romantic experiences to an affluent, style-conscious Indian audience and builds visibility in this important international market.
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Kansas City Makes Headlines in the Netherlands
In its latest issue, AmericA Magazine takes Dutch readers to Kansas City, Missouri, exploring the city’s dynamic mix of jazz, barbecue, sports, history, arts, and culture. Written by Robert de Koning, the story highlights experiences including the American Jazz Museum, National WWI Museum and Memorial, Country Club Plaza, and Crossroads Arts District. The feature also points readers to Travel South USA for inspiration to extend their journey into a road trip through the South, helping connect Kansas City with the broader region for Dutch travelers.
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