Dear Partners and Friends,

This week, a delegation of more than 20 partners is on the road Sellin’ the South in Auckland, Melbourne, and Sydney, while the world turns its attention to the FIFA World Cup matches kicking off in Atlanta and Kansas City. I hope you've been following all the great social media content—especially Freddy the Fan's legendary 1:00 a.m. visit to Waffle House. If you know, you know!

June is always a month of transition as we wrap up our FY26 scope of work and set plans in motion for FY27. Thanks to our strong partnership with HBX, we completed a record-breaking campaign that delivered room nights across the South—a remarkable 57% increase over the previous year.

We're also excited to welcome our newest Global Network Partner in German-speaking Europe. Together, we're expanding awareness of the South and providing our partners with even more resources to engage tour operators, journalists, media companies, and consumers through impactful activations.

And there's more good news. In the Nordic markets—an important region for Travel South USA—we are launching a new training platform with Hablo and will have a daily destination takeover running for the next six months.

While we recognize the challenges facing international travel, we remain confident that the South's authentic food, music, culture, and outdoor adventures will continue to capture the hearts, minds, and wallets of travelers around the world. We are excited to welcome these valuable visitors and share the experiences that make our region so special.

One Region. Infinite Possibilities.

All Y'all Are Welcome!

Sincerely,

Liz Bittner

President & CEO

Travel South USA

GLOBAL PULSE: Radical Uncertainty + Mixed Demand

Global Pulse presented by: Esra Calvert from Esra Calvert Consulting, LLC

Despite radical uncertainty, international demand for the U.S. is mixed. Still, flight bookings are trending upward with the World Cup, and travelers are craving exactly what the American South offers.

Click here to listen to the Google NotebookLM podcast!

Register for the U.S. Civil Rights Trail Connectivity Conference

Join us in Memphis, Tennessee, October 26-28, 2026, for the 3rd Annual U.S. Civil Rights Trail Connectivity Conference. In partnership with Memphis Tourism, this event brings together tourism professionals, legislators, and civil rights leaders to strengthen connections, share best practices, and advance the impact of the U.S. Civil Rights Trail. Registration closes September 14, 2026, or when sold out.

Secure Your Place at Travel South International Showcase 2026

Spots are filling fast for Travel South International Showcase 2026! Join us in Nashville, Tennessee, November 29 to December 3, for what is shaping up to be our largest Showcase yet. Set in the heart of Music City, the event will bring together global trade, media, and Southern partners for a week of meaningful connections and new opportunities. Don't miss your chance to be part of it. Visit the website for full details and secure your place today.

Put Your Destination in Front of Key Decision-Makers

Put your destination in front of key industry decision-makers at Travel South International Showcase 2026. A variety of sponsorship opportunities are still available. Contact us today to explore options and find the sponsorship that best fits your goals.

Email Karen

SOUTHERN SUCCESS

Driving Demand and Delivering Room Nights!

The HBX Group 2025-2026 campaign delivered a record number of room nights, marking an impressive 57% increase over the previous year. Through strategic international marketing and travel trade engagement, we expanded the South's reach across key global markets and inspired travelers to experience our destinations. Together, we strengthened the South's presence worldwide, drove measurable visitation, and built momentum for future growth. As we celebrate these outstanding results, we look forward to building on this success and seeing what the 2026-2027 campaign will achieve.

IN THE NEWS

A Taste of Louisiana Captivates Indian Readers

Mint Lounge, one of India's premier lifestyle publications, is spotlighting Louisiana through a feature by travel writer Teja Lele. The article explores the state's iconic beignet culture and vibrant culinary scene, offering readers a flavorful introduction to one of the South's most distinctive destinations. With a print circulation of 354,000 and more than 20 million unique monthly visitors online, the coverage highlights the power of media storytelling in raising awareness and inspiring future visitation to the American South.

Read Article

Travel South Expands Into the DACH Market

Travel South USA has taken a major step forward in its international growth strategy with the launch of a new market initiative focused on Germany, Austria, and Switzerland. Through a partnership with Frankfurt-based Global Communication Experts (GCE), Travel South USA will work to elevate the region's visibility, strengthen travel trade connections, and showcase the culture, cuisine, music, and experiences that make the American South unique. Supported by nine participating member states, the program will help connect Southern destinations with one of the region's most valuable overseas visitor markets and create new opportunities for future growth.

Read Press Release

Creating New Champions for the American South in India

Travel South USA recently completed a two-part webinar series designed to engage and educate travel advisors across India. Reaching 82 agents from key Tier 1 and Tier 2 markets, the sessions provided valuable insights into Southern destinations, transportation options, sample itineraries, and sales resources. The program helped strengthen destination knowledge and equipped agents with the tools needed to confidently promote and sell travel experiences throughout the American South.

Building New Connections in Sweden and Norway

Travel South USA is expanding its international reach through a new partnership with Hablo, launching a dedicated travel trade engagement program in Sweden and Norway. The year-long initiative will provide travel agents with destination training, interactive content, rewards, and sales tools designed to increase knowledge and confidence in selling the American South. Developed in collaboration with Discover America Sweden and Discover America Norway, the program highlights participating Southern destinations while strengthening awareness and inspiring future visitation from the growing Nordic market.

Read Press Release

LOOK FOR US

DATE	EVENT	LOCATION
June 15-19, 2026	Travel South USA AU/NZ Mission	Auckland NZ, Melbourne & Sydney Australia

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