 |
 |
(Pictured: Fred Dixon, President & CEO, Brand USA, Liz Bittner, President & CEO, Travel South USA, Martha Sheridan, President & CEO, Meet Boston, Angie Briggs, SVP, Industry Partnerships & Engagement & Chief Development Officer, Todd Davidson, President & CEO, Travel Oregon, Simon Brooks, President, Bonotel Exclusive Travel)
DEAR VALUED PARTNERS,
People do business with people they know – and tourism is all about people. Since the new year, our team has been on the move—meeting with customers, connecting with operators and journalists worldwide, and actively Sellin' The South!
In January, we joined the Brand USA India Mission in Hyderabad (pictured here at the newest U.S. State Department consulate), where we had fascinating conversations about how to leverage our resources to capture this rapidly growing market. Our partners also joined us on Sales Missions in Italy and Brazil, and we proudly took on the role of Advisory Council member with IITA – International Inbound Travel Association, where we held RTO meetings as part of our new gold sponsorship.
We’re also excited to welcome 50 global journalists on upcoming press trips in all 12 states and then meetings during Global Media Marketplace. Plus, we’re gearing up to share our next 18-month calendar—including signature events, FAMs, missions, updated research, forecasting, and co-ops—at Global Week in Louisville, Kentucky, from March 31 to April 3.
Come join us—all y’all are welcome!
Liz Bittner
Travel South USA CEO
|
|
|
| | | GLOBAL INSIGHTS | | | |  | | SOUTHERN TOURISM’S WINNING EDGE
Travel TrendsPresented by:
Esra Calvert from Esra Calvert Consulting, LLC
Despite global economic uncertainties, the U.S. travel sector remains strong, with the South expecting $10 billion in international inbound travel and 7.5 million visitors in 2025. Consumer trends are evolving rapidly, and Travel South is embracing key shifts:
- Culinary Sophistication: Elevated Southern cuisine with locally sourced ingredients and immersive dining experiences.
- Live Tourism: Exclusive, in-person events like festivals, concerts, and cultural gatherings.
- Luxury as Value: Unique, high-quality experiences over traditional opulence.
Travelers seek authenticity, connection, and one-of-a-kind moments. Southern destinations are uniquely positioned to deliver.
Click here for more details.
| | | | |
|
|
|
|
| MARKETING OPPORTUNITIES |
|
|
|
 |
|
TRAVEL SOUTH GLOBAL WEEK
LAST CALL!
Global Week is almost here, and we couldn’t be more excited for the powerhouse lineup of master class sessions designed to elevate your strategy in 2025! This year, we’re diving deep with industry experts on key topics, including:
- Modernize Your Marketing With Four I’s
- Get More Bang for Your Media Buck
- Brand USA Innovation & AI Future Forward
- Distribution & Sales Partners in the Global Market
Join thought leaders like John Gardner (Luckie & Co.), Mathu Premaruban (Ruban Communications), Annabel Grossman (The Independent), Varsha Singh (India Outbound), Esra Calvert (Esra Calvert Consulting), Janette Roush (Brand USA), Jennifer Ackerson (Alon Tourism Solutions), Julie Katz (Tourmappers), Karin Omojola (Americantours International), and Elliot Callaway (Bonotel Exclusive Travel) for cutting-edge insights.
Last call to register—secure your spot today!
|
|
|
|
|
|
|
|
|
|
|
 |
|
BRAND USA WEBINAR
Our title sponsor Brand USA is offering a custom webinar for the southern PR delegates attending Global Week. Brand USA will introduce their new COMMs team and the global approach for upcoming events such as Rt. 66 Anniversary, America’s 250 & FIFA World Cup.
|
|
|
|
|
|
|
|
|
|
|
 |
|
SAVE THE DATE:
ALL Y’ALL ARE WELCOME AT IPW
Mark your calendars for an unforgettable night of Southern hospitality at the All Y’all Are Welcome activation on June 16, 2025, at The House of Blues Chicago. Title sponsor Discover South Carolina & Partners. You won’t want to miss an epic client event with 400+ tour operators and journalists from our top markets in Europe, North America, Asia, South America and Oceania! DMO’s sign on now to secure your sponsorship. Tour Operators and Journalists look for your invite in early April.
|
|
|
|
|
|
|
|
|
|
|
|
| | | TOURISM EXCHANGE | | | |  | | GET CONNECTED TODAY!
Tourism Exchange USA, in partnership with Brand USA and Travel South USA, is an innovative B2B marketplace connecting bespoke, authentic, and previously hard-to-find tourism experiences of the American South—including accommodations, tours, and attractions—with global travel trade professionals. By expanding visibility of the rich cultural, culinary, and historical experiences found throughout the region, Tourism Exchange USA and Travel South share a mission in Making the USA Bookable.
One of the unique products available on The Exchange, along with other tours, experiences, and accommodations across the region, includes the Alabama All-In-One Pass, which gives your clients the chance to save more and explore more in Birmingham, Gulf Shores/Orange Beach, Huntsville/Florence/Muscle Shoals, Mobile, Montgomery, and East Alabama. Passes start at just $13, with multi-day options available for no more than $89.
Not registered yet? Get connected to Tourism Exchange USA and access product with no upfront costs by contacting Distributors@TourismExchangeUSA.com today.
All travel agents and counselors are welcome!
| | | | |
|
|
| SOUTHERN SUCCESS |
|
|
|
 |
|
ELEVATED JOURNEY’S CAMPAIGN REACHES NEW HEIGHTS
Driving Engagement and Conversions for Southern Travel Destinations
Elevated Journey’s - Your Passport to the South campaign has reached a major milestone since its launch in October 2024. Partnering with 14 state and city DMOs, the campaign utilized the upgraded Vacaay platform in Australia, New Zealand, Canada, and the UK, exceeding engagement targets by 140% and reaching millions of travelers. Featuring immersive content, interactive maps, and itinerary-building tools, it successfully showcased the South’s cultural and geographical richness. With Vacaay 2.0’s advanced marketing features, engagement soared. Now, a targeted retargeting campaign will drive conversions, ensuring both short-term bookings and long-term growth for participating destinations.
|
|
|
|
|
|
|
|
|
| IN THE NEWS |
|
|
|
 |
|
NORTH CAROLINA IN FRANCE
As a member of Visit USA France, Travel South USA was enlisted in the Media Awards Contest that celebrates the most acclaimed press articles promoting the USA on the French market. French journalist Hervé Boggio from L’Est Républicain and Le Républicain Lorrain regional Newspapers received the ‘Prix special du Jury -New Look on the USA’ for his article ‘Caroline Chérie(s), l’autre Amérique’ that covered North Carolina and South Carolina and followed Hervé’s participation in the 2024 Travel South USA Global Media Fam Trip and Marketplace (Charleston, SC). |
|
|
|
|
|
|
|
|
 |
|
IITA PARTNERSHIP
IITA (International Inbound Travel Association) and Travel South USA following a productive conversation with the Executive Boards of both organizations, we are thrilled to embark on a partnership that includes a shared goal of expanding international business for inbound operators and southern destinations. Travel South USA currently has many receptive tour operator members attending the Travel South International Showcase and we are an active in-market with co-op marketing programs that support RTOs. Part of the agreement includes a membership for all state offices and we are offering a panel discussion of RTOs as a Master Class during the Global Week Program. This panel discussion is curated to cover trends, research, and marketing/sales strategies to increase business.
|
|
|
|
|
|
|
|
|
|
 |
|
ITALY MISSION
The South made a splash in Italy! Our recent Italian Road Show was a resounding success, strengthening valuable travel relationships and showcasing the best of our region. This past January, the event brought together nine destinations, two major cities, 30 journalists, and over 150 tour operators. From engaging conversations to new partnerships, the enthusiasm for Southern travel was undeniable. With such strong interest from the Italian market, we’re excited to see how these connections inspire future visits to the South!
|
|
|
|
|
|
|
|
|
|
 |
|
KENTUCKY IN TRAVELMOLE [UK]
A recent TravelMole UK feature highlights how Kentucky is redefining travel with immersive experiences that go beyond traditional sightseeing. From bourbon blending and artisan workshops to horseback riding and outdoor adventures, visitors have the opportunity to engage with the state’s rich culture in unique, hands-on ways. These experiences showcase the heart and soul of Kentucky, offering travelers a deeper connection to its heritage, craftsmanship, and natural beauty.
|
|
|
|
|
|
|
|
|
| | |
