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Dear Partners and Friends, | |
I have just returned from Switzerland and Germany, where I met with tour operators, travel advisors and consumers and our newest Global Network Partner – Global Communication Experts —and came home more convinced than ever that being present in the market matters. Face-to-face conversations strengthen relationships, uncover opportunities and keep the American South top of mind with the people making travel decisions.
September arrives with our global work in full swing. The campaigns our states and champion cities committed to in late spring—and worked on throughout the summer—are now entering the marketplace. The content is truly beautiful: inspiring new itineraries with tour operator partners, digital travel guides, compelling storytelling, features in top-tier publications, e-newsletters, carousels and social media reels in language sellin’ our authentic and sometimes quirky destinations.
In the weeks ahead, look for Travel South USA online and in print across Australia and New Zealand, Brazil, Benelux, Canada, France, German-speaking Europe, India, Italy and the Nordic region. Together, our global programs are a powerful collective force, bringing the American South to life for our travel partners and travelers around the world.
One Region. Infinite Possibilities.
Sincerely,
Liz Bittner
President & CEO
Travel South USA
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This is your last chance to join us for the 3rd Annual U.S. Civil Rights Trail Connectivity Conference, October 26-28, 2026, in Memphis, Tennessee. Connect with tourism leaders, elected officials, destination partners, and advocates from across the country for three days of meaningful conversation, collaboration, and shared ideas. Registration closes September 28, and space is limited. Secure your spot today before registration closes or capacity is reached.
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The countdown to the Travel South International Showcase 2026 is on! From November 29 to December 3, Nashville will welcome global travel trade, media, and partners from across the South for what is expected to be our largest Showcase yet. More than 140 buyers, RTOs, and media are already registered, creating even more opportunities to make valuable connections, build new business, and engage with the people driving international travel to the American South. With space filling quickly, now is the time to register and make sure you’re part of Showcase 2026 in Music City.
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Make Your Mark at International Showcase 2026
Stand out at Travel South International Showcase 2026 with a sponsorship designed to put your brand in front of global travel trade, media, and tourism leaders. Only a limited number of sponsorship opportunities are still available, giving partners the chance to build visibility and engage attendees throughout our largest Showcase yet. Explore the remaining opportunities and make your brand part of the experience in Nashville.
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2027 German “Welcome All Y’all” Mission
Our sales mission will take us to Frankfurt, Hannover and Hamburg for meetings, sales trainings and events with both established clients and new tour operators. At the same time, our media program will detour to Munich, creating targeted opportunities to meet with leading journalists and generate fresh story ideas for the American South. The consumer show in Stuttgart will allow us to connect with over 260,000 people with travel on their minds.
From strengthening key relationships and developing new product to generating media coverage and building consumer demand, the week is designed to drive demand and generate growth and create new business across the German market.
Join us January 17–24 and put One Region. Infinite Possibilities. in front of the German market.
Registration opens September 15.
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2027 Canadian “Welcome All Y’all” Media Mission
Travel South USA is heading to Toronto in spring 2027 for a combined Media Mission & Consumer Show designed to build awareness of the American South with two valuable Canadian audiences. Partners will connect with targeted journalists, content creators, and food influencers through curated media experiences, then bring the brand directly to consumers at the T.O. Food & Drink Fest, reaching approximately 16,200 attendees. Join us March 31–April 4 to generate new story opportunities, strengthen media relationships, and inspire more Canadian travelers to experience the South.
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Vote for the American South!
The American South has been named a finalist for Most Desirable Region Worldwide in the 2026 Wanderlust Reader Travel Awards, and now we need your support! As the UK’s largest consumer-voted travel awards, this recognition puts the South alongside leading destinations from around the world and celebrates the culture, cuisine, music, landscapes, and welcoming spirit that make our region special. Voting is open through October 27, so cast your vote and help the American South take home the title!
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The Amtrak Mardi Gras Service featured in EXAME
Brazilian publication EXAME is putting the American South back on track with a feature highlighting the restored train service between New Orleans and Mobile. The story showcases the rail journey as a starting point for exploring the Mississippi Gulf Coast, with views of the Gulf of Mexico accompanying travelers along the route. With 10.8 million unique users, 30.3 million pageviews, and 36,600 magazine copies, EXAME gives the story significant reach in the Brazilian market and introduces travelers to a new way to experience the South by rail.
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Denmark’s Berlingske Serves Up South Carolina
Danish newspaper Berlingske is giving readers a taste of South Carolina with a multi-page feature highlighting the state’s growing culinary appeal. The story explores local food and drink alongside experiences throughout the state, including Greenville, Columbia, and Lake Murray, while also spotlighting places to stay. The coverage brings South Carolina’s flavors, outdoor experiences, and welcoming communities to Danish travelers, strengthening the state’s visibility in the Nordic market.
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Global Week Media Trip Inspires Tennessee Feature
The American South is gaining global recognition as a finalist for Most Desirable Region Worldwide in the 2026 Wanderlust Reader Travel Awards. As part of the UK's largest consumer-voted travel awards, the honor puts the South's culture, cuisine, music, landscapes, and signature hospitality in front of travelers around the world. Voting is open through October 27, offering an exciting opportunity to celebrate the region and help elevate the American South on the global stage.
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