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DEAR VALUED PARTNERS,
As we enter the new year, we are reminded of our core belief: Plan the Work, Work the Plan. January marks the beginning of an exciting and productive season for us, and our team is already hard at work, laying the foundation for a successful year ahead.
Our marketing and advertising campaigns are in full swing while our sales missions continue to strengthen relationships with key partners. We're actively engaging with tour operators from the International Showcase and confirming Master Class presenters for Global Week. The recruitment process for global journalists for the Global Media Marketplace is also underway. In addition, we are fine-tuning our 18-month activity calendar and aligning co-op plans for FY25-26 to ensure a seamless future.
We are thrilled to announce that our IPW Activation will be the 4th annual All Y’All Are Welcome concert with headliner(and South Carolina’s own!) Darius Rucker. This can’t miss event is Monday, June 16, 2025, in Chicago at the iconic House of Blues. Look for more information coming soon to your inbox.
Last but certainly not least, the Missouri Tourism team, Visit KC, and the Travel South events team held our Travel South International Showcase Right Start meeting this week to curate an outstanding program for December 2025. Our Missouri partners are very excited to showcase the Show-Me State! Registration will open in May.
While the days are short and the long winter nights are dark, we are optimistic and energized. Our forward momentum keeps us focused, knowing that Spring is just around the corner, bringing with it new opportunities and growth.
I hope you are as excited as we are about what the year holds. We invite you to join us as we turn our plans into action!
Sincerely,
Stephen Foutes
Chair, Travel South USA Board & Director, Missouri Division of Tourism |
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GLOBAL INSIGHTS |
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TRAVEL TRENDS 2025 OUT OF THE UK FROM SKYSCANNER.NET.
According to a recently commissioned travelers survey, here is the lowdown on the latest UK traveler trends shaping (and shaking up) the travel world.
- The top experiences determining travelers’ choice of destination are food (54%), the natural landscape (49%), and culture (44%).
- Flights (47%) and hotels (47%) are the top cost factors determining the choice of holiday destination in 2025, followed by food and drink (23%).
- Word of mouth (42%), film and TV (28%), and social media (27%) are the most important sources of travel inspiration for 2025.
*One Poll x Skyscanner research conducted in August 2024 with 20,000 respondents globally (2,000 UK respondents)
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MARKETING OPPORTUNITIES |
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TRAVEL SOUTH GLOBAL WEEK
Secure your spot!
You won’t want to miss this year’s Travel South Global Week in Louisville, Kentucky. It’s shaping up to be the best programming yet. Our Master Class speakers, John Gardner, President & CEO, Luckie & Co.; Jonathan Thompson, British freelancer for UK national newspapers and host of Adventure Cities on the Discovery Channel; Varsha Singh, editorial director, India Outbound magazine; Mathura Premaruban, Ruban Communications; Esra Calvert, Esra Calvert Consulting; Janette Roush, SVP President, Innovation & Chief AI Officer, Brand USA; International Inbound Travel Association, plus many others!
Sign up via your registration link or click here to email info@travelsouthusa.com for a link.
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SOUTHERN SUCCESS |
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Charleston Shines in The Sunday Times.
As a result of Global Week 2024, Richard Arnold's feature on Charleston was
published in The Sunday Times on January 5 and online.
The Sunday Times (circulation approx: 400,000) is one of the UK's leading national newspapers targeting affluent AB1 readers. The paper covers current affairs, politics, lifestyle and travel. The Times online (MUU: 21 million globally) reflects the print paper. It is worth noting that Times Travel is not behind a paywall.
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"Where Music Was Born" Campaign Brings the Soul of the American South to Australia
Gate 7 and Dream Plan Go, in partnership with Chris Watson Travel and Travel South USA, have launched the "Where Music Was Born" campaign, inviting Australians to explore the musical heritage of the American South. This digital and in-person initiative highlights iconic destinations in Louisiana, Tennessee, Mississippi, Alabama, and South Carolina, offering travelers the chance to discover Southern music, events, cuisine, and attractions. The campaign also features in-person pop-up events at major Australian music festivals, including the Parkes Elvis Festival and Tamworth Country Music Festival, where visitors can enter a competition to win return flights to the South. For personalized travel packages, Australians can book through Chris Watson Travel.
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IN THE NEWS |
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KARRYON [Australia/New Zealand]
Karryon featured the 2024 Travel South International Showcase in Atlanta, Georgia, highlighting 12 US Southern states. The article shares how attendees engaged in networking sessions, enjoyed live music, and explored themed Atlanta city tours.
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TRAVELMOLE [UK]
UK's Travelmole featured the 2024 Travel South International Showcase that highlighter the region as a global tourism hub. It shared how the pre-scheduled meetings provided a platform for attendees to connect with potential partners and discuss new opportunities, especially for destinations making their first efforts into the international inbound market.
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CANADIAN TRAVEL PRESS [CANADA] Highlighted on pages 9-12 of Canadian Travel Press, Travel South USA, in partnership with Brand USA, unveils Tourism Exchange. This open digital marketplace connects suppliers and distributors globally, enhancing inventory management and booking capabilities for small-to-medium businesses, helping them transition online and diversify product offerings.
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PANROTAS.COM.BR [BRAZIL]
We continue to reap the benefits of hosting media representatives during this year’s International Showcase! Atlanta was featured in the UK magazine JRNY’s inaugural JRNY America edition. The 2-page feature showcases Atlanta as an energetic cultural center and shares the radical change it has experienced over the last half-century.
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LOOK FOR US |
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Date |
Event |
Location |
January 8-12, 2025 |
Dream Plan Go/ Parkes Elvis Festival |
Parkes, New South Wales Australia |
January 24-25, 2025 |
Dream Plan Go/Tamworth Country Music |
Tamworth, New South Wales Australia |
January 9, 2025 |
TravelMatch B2B |
Oslo, Norway |
January 9, 2025 |
Baxter Travel Trade Training TN |
Remote |
January 15, 2025 |
ATI Missouri Webinar |
Remote |
January 15, 2025 |
CAA Niagara Club Campaign - AL + Partners Webinar |
Niagara, Canada |
January 22, 2025 |
Baxter Travel Trade Training AL |
Remote |
January 22, 2025 |
ATI Mississippi Webinar |
Remote |
January 19-24, 2025 |
Brand USA India Mission |
Hyderbad, India |
January 27-31, 2025 |
Italy Road Show Trainings |
Milan, Italy |
January 30 - February 2, 2025 |
Icelandair Mid-Atlantic 2025 (by invitation only) |
Reykjavik, Iceland |
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