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DEAR VALUED PARTNERS,
Every year, spring is a time of optimism and renewal. This year, that sentiment especially rings true as we welcome the robust return of international travel, with visitors from across the globe once again able to enjoy our authentic destinations and experiences in the American South.
Join me at this year's Travel South USA Global Summit in Atlanta on April 18–21, featuring top industry speakers with insights and expertise on the return of international travel and the changing landscape of global travel. We are thrilled with the lineup of best-in-class experts, including Adam Saks, Erin Francis Cumming, Carroll Rheem, Amanda Hills, Timo Kolheberg, Maureen Lachant, and our Global Partner representatives from Australia, Brazil, Canada, France, the Nordic Region, and The Netherlands. The takeaways will help guide the next 18 months' plan of work in a very competitive marketplace. Participation includes the valuable 2022 New Landscape Reports, the most comprehensive trade, media, and consumer intel, specifically focused on the southern USA. We are ready to be strategic, selective, and creative and regain our status as a top-tier global destination.
During Global Week, the state tourism offices also will have the opportunity to hear presentations from fifteen (15) media vendors selected by a task force, offering unique and innovative regional proposals. We welcome our new global media vendors Corus Custom Bites, The Toronto Star, Vacaay.com, Phoenix International Publishing, National Geographic London Food Festival, MDSG Outdoors, BBC, and America Unlimited. This competition builds on the 15-year success of Ultimate Ad and addresses the significant distribution our industry is facing to reach and connect with travelers in a rapidly changing landscape.
This is an exciting time for our Travel South members and the entire travel industry. If the last two years have taught us anything, we are stronger together and have much to look forward to as we move into this new chapter.
Sincerely,
Doug Bourgeois
Assistant Secretary, Louisiana Office of Tourism and Vice-Chair, Travel South USA Board of Directors |
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| MARKETING OPPORTUNITIES |
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ALL Y'ALL ARE WELCOME CONCERT @ IPW
A private concert featuring libations and music of the South Join us as we celebrate the Universal Language as we kick off the return of global travel. Reach out to Angelica@TravelSouthUSA.com. You must have a ticket (QR code) to enter |
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CANADIAN MISSION
Travel South will be conducting a trade & media mission in Toronto, Canada, August 15-18, 2022. The program is open to state tourism offices, DMOs, attractions, and travel suppliers looking to build relations with Canadian travel media and connect with high-value travel trade. |
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| SOUTHERN SUCCESSES |
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TRAVEL SOUTH AND VACAAY.COM
Campaign Draws Australia and New Zealand Travelers
Travel South collaborated with state tourism offices and travel-focused social media platform Vacaay.com to create a visually stunning, highly interactive campaign focused on generating awareness and interest among Australian and New Zealand travelers. |
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| IN THE NEWS |
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A PEEK BEHIND OUR NEWEST CAMPAIGN
Now is the time to reengage travelers and promote the warm Southern welcome we know and love. Travel South’s newest campaign captures this sense of optimism & excitement with its tagline: Welcome All Y’All. |
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TRAVELWEEK
Travel South USA & TravelWeek Group of Canada partnered to deliver a 10-month integrated marketing campaign to the Canadian travel trade through dynamic multiple media channels. |
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TRAVEL SOUTH USA ANNOUNCES CO-OP CAMPAIGN WITH ITALIAN TOUR OPERATORS
Travel South USA is pleased to announce a partnership with six Italian tour operators to organize 13 live training events, digital promotions, and social media programs across Italy in April and May. The team at Interface Italy will be assisting the state tourism offices and operators. |
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| BY THE NUMBERS |
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| No speed dating here! Three quarters into the fiscal year, Travel South’s Global Partners have held meetings with the executive teams of the top tour companies, organized custom trainings for travel agents, as well as created seven (7) bespoke in-language newsletters delivered monthly with an average 25.3% average open rate with 3.5% average click-thru rate, well above industry averages, targeting the travel trade in Australia/NZ, Brazil, Canada, France/Belgium, Nordic Region and The Netherlands. |
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50K
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| UPCOMING EVENTS |
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GLOBAL SUMMIT
April 18-19
We are looking forward to seeing you next week as we learn more about the return of
international travel and the changing landscape of global adventures. |
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ALL Y'ALL ARE WELCOME CONCERT @ IPW
June 4
Join us for a private concert on the Saturday night prior to IPW Orlando for the All Y’all
Are Welcome Concert @ Hard Rock Live, featuring Marty Stuart & his Fabulous
Superlatives |
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