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Travel South USA at the 1968 Canadian Exposition in Toronto, Canada
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DEAR VALUED PARTNERS,
Serving as Chair of the Southern Travel Directors Council, Inc. this year has been one of the greatest honors of my professional career. Collaborating with an exceptional Board has been a privilege—each member bringing wisdom, innovation, and a deep passion for the travel industry. This role feels especially meaningful as we celebrate Travel South’s 60th anniversary.
In 1965, a small group met at the Southern Governor’s Association conference to explore ways to pool resources, define industry roles, and fund a collaborative advertising campaign for the Canadian Expo. From those early discussions, Travel South USA was born—laying the foundation for six decades of cooperation, growth, and shared success.
In just a few days, nearly 50 global journalists will embark on tailored press trips across our region, culminating in Louisville, Kentucky. There, they’ll join over 200 PR professionals, marketing and sales directors, and media vendors to chart the course for FY 2026 and beyond.
Despite economic uncertainties, shifting traveler sentiment, and global political challenges, our commitment to collaboration remains steadfast. This collective strength has kept us true to our mission for six decades.
Looking ahead, we remain focused on B2B2C campaigns and compelling digital content to engage both domestic and international travelers. We’re strengthening partnerships with organizations like Brand USA, Tourism Exchange, Delta Air Lines, Miles Partnership, the U.S. Travel Association, Rhythms of the South, the International Inbound Travel Association, and Tourism Economics. Our Signature Events—Travel South International Showcase, Travel South Global Week & Media Marketplace, and Client Activation @ IPW—continue to connect Southern destinations with top tour operators and journalists worldwide, driving visibility and interest in our region.
We invite you to be part of this exciting journey—because at Travel South,
All Y’All Are Welcome.
Sincerely,
Stephen Foutes
Chair, Travel South USA Board & Director, Missouri Division of Tourism
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| MARKETING OPPORTUNITIES |
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GLOBAL WEEK + MEDIA MARKETPLACE
Louisville, Kentucky, here we come! From March 31 to April 3, 2025, all eyes should be on Kentucky, as 200+ global journalists, PR professionals, marketing and sales directors, and media vendors will gather at the Omni Hotel Louisville for three days of intensive meetings. Our annual Innovation Challenge has spectacular media vendors presenting curated campaigns for state and city co-ops. Global journalists have an opportunity to explore Louisville. Tours include A Taste of Kentucky, Bourbon & Beyond, History & Architecture, Louisville Icons, Louisville Maker and New & Coming Soon. Check out the journalists attending. Global Week 2025 Journalists - Travel South USA. Thank you Laurie Rowe Communications for hosting the journalists lounge – they will definitely need a place to rest and revive during such a busy week.
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CONNECT WITH CUSTOMERS!
Secure your spot as a DMO sponsor for this unforgettable event celebrating Southern hospitality and culture with 400+ international tour operator clients and global journalists from our key markets. The sponsorship package includes three tickets to host staff or VIP partners, your logo featured on invites, signage, and the event app, plus interactive swag bag content (like a custom bracelet trade). Enjoy an open bar, complimentary catering, and prime networking opportunities. Don’t miss this incredible evening featuring a special performance by three-time Grammy winner Darius Rucker at the All Y’all Are Welcome Activation, presented by Discover South Carolina. It’s a night of music, food, and Southern charm—come as you are and be part of the magic!
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| | | TOURISM EXCHANGE | | | |  | | FIND COMMISSIONABLE PRODUCT TODAY!
Tourism Exchange USA, in partnership with Brand USA and Travel South USA, is a cutting-edge B2B marketplace bringing the authentic, bespoke, and hard-to-find tourism experiences of the American South to global travel trade professionals. With a mission to Make the USA Bookable, this platform expands access to rich cultural, historical, and culinary treasures from across the region.
This month, we’re shining the spotlight on Kentucky, home to some of the most captivating tours on The Exchange. One standout is the Whispers on Whiskey Row: Murder, Crime, & Ghosts of Derby City Tour in Louisville. This immersive 1.5-hour walking tour takes your clients deep into the city’s dark past, revealing chilling tales of bootleggers, riots, unsolved murders, and ghostly spirits that still haunt the streets today. It’s a hauntingly unforgettable experience, perfect for clients seeking thrills and a deeper connection to Louisville’s storied history.
Ready to offer your clients unique Kentucky experiences? Not registered yet? Get started with free access to Tourism Exchange USA and discover commissionable products with no upfront costs. Contact Distributors@TourismExchangeUSA.com today.
All travel agents and counselors are welcome!
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| SOUTHERN SUCCESS |
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CAPTURING MOMENTS: HIGHLIGHTS FROM THE JAPANESE DELEGATION'S SOUTHERN JOURNEY
International Showcase 2024 FAM Tour Highlights New Opportunities
The Japanese delegation’s FAM tour during International Showcase 2024 showcased Atlanta and its suburbs, highlighting Southern hospitality and unique attractions. Delegates praised the well-organized event and were eager to develop new travel products featuring these diverse experiences.
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| IN THE NEWS |
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MISSISSIPPI’S RICH CULTURE AND HERITAGE FEATURED [UK]
The UK’s Travelmole recently highlighted Mississippi’s rich cultural heritage and vibrant tourism scene. From the Blues Trail and Civil Rights landmarks to scenic riverfront towns and culinary delights, the state offers visitors an authentic and immersive Southern experience. |
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KENTUCKY’S MUSEUMS SPOTLIGHTED ABROAD [GE]
Germany’s Front Row Society recently showcased Kentucky’s diverse museum scene, celebrating its deep-rooted history and culture. From the Kentucky Derby Museum and Louisville Slugger Museum to the Muhammad Ali Center and Bluegrass Hall of Fame, visitors can explore the state’s iconic traditions in sports, music, and heritage through immersive exhibits and engaging experiences.
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ATLANTA AND SOUTH CAROLINA SHINE IN GUIDA VIAGGI FEATURE [IT]
Atlanta’s vibrant culture and South Carolina’s charming coast are featured in Guida Viaggi, a leading Italian tourism magazine. The coverage was a direct result of journalist Paola Olivari’s visit to International Showcase 2024, where she explored these Southern gems firsthand. Her article highlights Atlanta’s thriving arts scene, rich history, and major attractions like the Mercedes-Benz Stadium and Atlanta BeltLine. It also showcases South Carolina’s offerings, from Greenville’s dining scene to Myrtle Beach’s lively coastline and renowned Southern hospitality. With over 40 years of industry influence, Guida Viaggi connects tourism professionals with insights on top travel destinations. This feature is sure to inspire Italian travelers to explore the rich culture and warm hospitality of the Southern U.S.
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WEST VIRGINIA SPOTLIGHT: ADVENTURE AND HERITAGE IN TRAVELMOLE [UK]
West Virginia was recently featured in the UK’s TravelMole, showcasing its breathtaking landscapes, rich cultural heritage, and endless outdoor adventures. From the stunning New River Gorge to historic Harpers Ferry and unique Appalachian cuisine, the Mountain State offers an authentic and unforgettable American experience. With new direct flights making travel easier, West Virginia is a must-visit destination for international travelers seeking adventure and charm.
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LOOK FOR US
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| Date |
Event |
Location |
| March 1, 2025 |
Swanson's USA Travel Day |
Malmo, Sweden |
| March 4, 2025 |
Visit USA Training Day |
Paris, France |
| March 5, 2025 |
ATI West Virginia Webinar |
Remote |
| March 7-9, 2025 |
Occ'ygène Consumer Show |
Toulouse, France |
| March 12-23, 2025 |
Auckland Travel Expos |
Auckland, New Zealand |
| March 26-31, 2025 |
Travel South Global Press Fams |
ALL 12 states |
| March 31 - April 3, 2025 |
Travel South Global Week - Summit & Media Marketplace |
Louisville, KY |
| April 11, 2025 |
IMM Brazil |
Sao Paulo, Brazil |
| April 28-29, 2025 |
BWT |
Curitiba, Brazil |
| May 13, 2025 |
NAAR B2B Event |
Bordeaux, France |
| May 16-18, 2025 |
Volonline Agent Training |
Sardinia, Italy |
| May, 2025 |
Orinter USA Day |
São Paulo, Brazil |
| June 14-18, 2025 |
IPW |
Chicago |
| June 16, 2025 |
IPW Client Activation |
Chicago, IL |
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