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DEAR PARTNERS AND FRIENDS,
There was no shortage of excitement at this year’s IPW, where the spirit of the South was alive and thriving. With tens of thousands of appointments buzzing across the show floor, energy and optimism surged as industry leaders collaborated on new itineraries, accommodations, and unforgettable visitor experiences. It was a clear signal that inbound travel to the Southern USA is on a powerful upswing.
Travel South USA's collaboration was on full display as we shaped a Moment that Mattered—highlighting rich music, food, culture, and outdoor adventures that define our region. Culinary travel remains the number one reason visitors are drawn to the South, and our vibrant flavors and diverse food traditions were showcased at every opportunity.
One of the most memorable highlights was welcoming over 800 international tour operators, journalists, Southern suppliers, and sponsors to the hottest ticket in town—a private concert with Grammy Award-winner Darius Rucker at the legendary House of Blues. The evening was a true celebration of Southern hospitality and soul, creating unforgettable memories for all who attended. A heartfelt thank you to everyone who made this special night possible and helped us share a clear message with the world: All Y’all Are Welcome in the South.
In this issue, we continue to explore groundbreaking research and develop actionable strategies to capitalize on culinary interest and expand our business opportunities. Thank you for being part of our shared success and continued growth.
Warm regards,
Stephen Foutes
Chair, Travel South USA Board & Director, Missouri Division of Tourism
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| | | GLOBAL INSIGHTS | | | |  | | OUR MOST POWERFUL ASSET
Travel Trends Presented by:
Esra Calvert from Esra Calvert Consulting, LLC
To international visitors, food in the Travel South Region is more than a meal, it’s the heart of the journey and the story they remember long after. In this piece, we unpack three myths about inbound international travel to the region and reveal what the data actually says about food and cuisine.
Read on the full article or listen to the podcast episode summary created by Google NotebookLM!
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| MARKETING OPPORTUNITIES |
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RTO WORKSHOP IN FRANKLIN
Join us in Franklin, Tennessee, October 6–8 for the 2025 RTO Product Development Workshop — a dynamic gathering where Champion City Destinations and leading Receptive Tour Operators come together to spark innovation in Southern tourism. Hosted by Travel South USA and Tennessee Sounds Perfect, this curated event will feature hands-on sessions, strategic marketing discussions, and exclusive networking opportunities. From unique product development to collaborative planning, this is your chance to shape the future of international travel to the South.
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U.S. CIVIL RIGHTS TRAIL CONNECTIVITY CONFERENCE
October 28–30, 2025, marks the return of the U.S. Civil Rights Trail Connectivity Conference — this time in Atlanta, Georgia. Following last year’s impactful launch in Alabama, this gathering will again unite tourism leaders, civil rights site stewards, and advocates to grow the reach and resonance of the U.S. Civil Rights Trail. With immersive experiences, expert sessions, and strategic networking, you’ll leave inspired and equipped to strengthen connections and elevate storytelling across the South.
Secure your spot now and be part of the change.
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INTERNATIONAL SHOWCASE 2025
Over 400 tourism professionals will gather in Kansas City, Missouri, November 30–December 4, 2025, for the Travel South International Showcase. This premier marketplace features three days of focused meetings designed to boost visitation and spending throughout the South. Secure your spot now to connect, collaborate, and expand your business!
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2026 PAN-EUROPEAN ROADSHOW
Experience the bold, diverse flavors of the American South March 14–23, 2026, in Paris and London. This five-day roadshow showcases Southern culinary traditions—from farm-to-table freshness to world-class seafood—through storytelling, product development, and strategic partnerships. Connect with 100+ top trade and media partners during press events and meetings to expand your reach and ignite new opportunities. Registration opens September 1. Get more details and bring the authentic taste of the South to Europe’s top markets!
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UPCOMING EVENTS
Get ready for two exciting Travel South USA events in 2026! First, join us for Global Media Marketplace in Mobile, Alabama, April 27–30, where industry leaders will connect to showcase the South’s rich culture and tourism opportunities. Registration opens September 17. Then, mark your calendar for the Australian Mission, June 15–18, focused on building strong partnerships and expanding Southern tourism in Australia. Registration for the Australian Mission opens in December. Detailed agendas and registration info will be available soon.
Stay tuned and be ready to engage with key markets in these important events!
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| SOUTHERN SUCCESS |
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THE SOUTH TAKES CENTER STAGE AT IPW IN CHICAGO
Darius Rucker Rocks the House of Blues
The All Y’all are Welcome Activation stole the show last Monday night at IPW in Chicago, Illinois. From mouthwatering Southern cuisine to authentic hospitality and a show-stopping performance by three-time Grammy winner Darius Rucker, the event was a full-sensory celebration of the South’s undeniable charm. Hosted by an exclusive collection of premier Southern destinations, it drew media, buyers, and industry leaders—and quickly became the talk of the town.
Special thanks to our Featured Sponsor, Discover South Carolina & Partners, for helping make this unforgettable night possible.
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| IN THE NEWS |
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MISSISSIPPI’S SOUL IN POLITIKEN
[DK]
Danish journalist Jens Henrik Nybo, who attended Global Week 2025 in Louisville, shares a captivating feature in Politiken on Mississippi’s rich culture and history. The article explores the state’s soulful blues legacy and raw, authentic spirit, capturing both its heartfelt traditions and edgy stories. Nybo invites readers to discover the vibrant soul and unique edge that define Mississippi.
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MUSCLE SHOALS HITS THE RIGHT NOTE [AU]
Australian travel journalist Alan Granville attended Global Week 2025 in Louisville, Kentucky, and his coverage recently landed on the pages of the Sunday Times in Australia. His story dives into the rich musical legacy of Muscle Shoals, Alabama, spotlighting iconic landmarks like FAME Studios and Muscle Shoals Sound Studio—where legends like Aretha Franklin, The Rolling Stones, and Cher recorded some of their greatest hits. The article also touches on the town’s continued cultural relevance, with modern artists like Lana Del Rey and Chris Stapleton drawing inspiration from its soulful roots. It's a vivid snapshot of how this small Alabama town continues to shape the soundtrack of generations.
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TENNESSEE TAKES THE SPOTLIGHT [CA]
Canadian travel journalist Randy Sharman, host of the popular Informed Traveler podcast, recently featured Travel South USA’s Global Week 2025 in Louisville, Kentucky. In the episode, he sits down with Mark Ezell, commissioner of the Tennessee Department of Tourist Development, for a lively conversation about all the exciting things happening across Tennessee. This episode offers Canadian listeners an inside look at why Tennessee should be on their travel radar.
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SOUTH CAROLINA'S CULTURE SHINES [GE]
FrontRowSociety, Germany’s premier luxury and lifestyle magazine, recently highlighted Travel South USA’s Global Week 2025 in Louisville, Kentucky. In a beautifully written feature by Astrid Steinbrecher-Raitmayr, readers are introduced to Sallie Ann Robinson, a sixth-generation native of Daufuskie Island and passionate voice of the Gullah culture. The article captures the heart and heritage of the South through her story, reflecting the rich experiences shared during Global Week. As a trusted publication with wide syndication across German-language media, FrontRowSociety offers an influential platform for showcasing Southern culture to discerning international travelers.
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LOOK FOR US IN THE NEW FISCAL YEAR
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| Date |
Event |
Location |
| August 10-14, 2025 |
Diversa International Showcase |
Bahia, Brazil |
| August 15, 2025 |
ESTO- TSUSA Board Meeting |
Phoenix, AZ |
| August 15-19, 2025 |
ESTO |
Phoenix, AZ |
| August 19-22, 2025 |
IITA Board Retreat |
St. George, UT |
| September 23-25, 2025 |
Visit USA Netherlands |
Eindhoven, Rotterdam, Zwolle, Netherlands |
| October 6-8, 2025 |
RTO Product Development Workshop |
Franklin, TN |
| October 12, 2025 |
Connections USA Day |
Brussels, Belgium |
| October 14, 2025 |
NAAR B2B Event |
Nancy, France |
| October 16, 2025 |
NAAR B2B Event |
Metz, France |
| October 19, 2025 |
Joker Reisevent |
Mechelen, Belgium |
| October 20-24, 2025 |
Brand USA Travel Week |
London, UK |
| October 25-26, 2025 |
Verre Reizen Event |
Groningen, Belgium |
| October 28-29, 2025 |
U.S. Civil Rights Trail Marketing Alliance Pilgrimage |
Atlanta, GA |
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