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I’m proud and grateful as I reflect on the past year serving as Chairman of the Travel South USA Board of Directors. It’s an incredible privilege to work alongside such dedicated state tourism leaders, destination partners, industry stakeholders, and the outstanding Travel South USA team as we continue to strengthen the South's position in the global travel space.
We accomplished a great deal together this year. We expanded our network of partners, welcoming a record 30 Champion Cities to our Partnership—up from 23 the previous year—demonstrating more destinations than ever recognize the value of working together to grow international visitation across our region.
Our global footprint continued to expand through coordinated campaigns and in-market initiatives spanning the United Kingdom, Australia & New Zealand, German-speaking Europe, France, Benelux, Italy, India, Brazil, the Nordic Region, and our neighbors in Canada. These programs ensure the South stays visible, competitive, and bookable in markets around the world.
It was an honor to launch a new culinary campaign “One Region. Infinite Flavors,” which is perfect as we’re excited to celebrate the second year of the MICHELIN Guide to the American South. The guide honors chefs and restaurants that define the South’s distinctive flavors and creativity. The MICHELIN ceremony will be October 21 in Nashville.
We also saw impressive growth year-over-year in industry training, trade engagement, and media coverage. This creates more opportunities for international travel advisors, tour operators, and journalists to discover everything our region has to offer. Every partnership formed, every story published, and every training completed helps inspire future travelers to experience our authentic Southern hospitality, rich history and culture, incredible music, award-winning culinary dishes, scenic beauty and road trips.
What impressed me most throughout my time as Chairman is the collaborative spirit that defines Travel South USA. Twelve states come together with one shared purpose—to help the world discover the American South. This commitment to regional cooperation is what makes this organization unique, and it is one of our greatest competitive advantages.
While there is still important work ahead, I’m optimistic about our future. International travel continues to evolve, and Travel South USA is well-positioned to meet those opportunities with innovation, strong partnerships, and a clear vision for growth.
As I conclude my term as Chairman, I want to sincerely thank my fellow Board members, our partners, and the exceptional staff for their passion, professionalism, and commitment. Serving in this role has been one of the highlights of my career, and I look forward to continuing to serve on the Board for many years to come as we build on this momentum together.
Thank you for all you do to showcase the very best of the South to the world, and I look forward to seeing you at International Showcase in Nashville later this year.
Sincerely,
Mark Ezell
Chairman, Travel South USA Board of Directors
Commissioner, Tennessee Department of Tourist Development
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