2025 TSUSA Ambassadors

Katrina Lobley’s compelling travel journalism has reshaped Australian travelers’ perceptions of the Southern USA. Through her nationally syndicated editorial work in The Sydney Morning Herald, reaching an audience of 7 million, Katrina has brought Missouri and Charleston into the spotlight with immersive storytelling and rich historical narratives.

Her standout cover story, “The Mother Road,” explored Missouri’s pivotal role in the legacy of Route 66, highlighting Springfield’s iconic attractions and positioning the state as a must-visit destination. Additionally, her Charleston-focused features, including “America’s Favourite Holiday City is One Few Australians Have Heard Of,” introduced readers to the hidden gems of South Carolina, sparking fresh interest in the region.

Katrina’s ability to blend cultural insight, history, and practical travel guidance aligns perfectly with Travel South USA’s mission. Her dedication to uncovering the South’s most authentic stories makes her a truly deserving nominee.

Harmke, a talented travel writer whose captivating storytelling has brought the beauty and culture of the Travel South USA region to life for international audiences. Having visited the region twice, Harmke has crafted engaging stories published both online and in print through platforms such as verkeersbureaus.nl and We Love Travel Magazine.

Her work has provided significant exposure to four Travel South states, inspiring travelers through vivid narratives and immersive experiences. Notably, her features in We Love Travel Magazine, which reaches 100,000 readers through Travel Counsellors, have influenced travel agents and customers alike.

A two-time Travel Writer Award winner at IPW, including recognition for her coverage of Atlanta, Harmke continues to showcase the South’s rich heritage, landscapes, and attractions with passion and authenticity. Her ability to transport readers through storytelling makes her a deserving nominee.

Carol Gehlen, a distinguished journalist from Exame Magazine, whose compelling storytelling has brought the rich culture and diverse attractions of the Southern United States to Brazilian audiences, is our next recipient.

With her keen editorial eye and engaging narratives, Carol has masterfully showcased the essence of the South—from the rolling Blue Ridge Mountains to the lively streets of New Orleans. Through her features on Nashville, Charleston, and Atlanta, she highlights the region’s ability to blend history, modernity, and charm, making it an alluring destination for international travelers.

Her work extends beyond travel reporting—it fosters a true emotional connection with the South. Through her feature on “The Notebook” and her vivid portrayals of Southern traditions, music, and festivals, Carol has inspired Brazilian travelers to explore the region’s romance, authenticity, and beauty.

Her impact in bridging cultures and elevating the South as a must-visit destination makes Carol a truly deserving nominee.

Cecília Padilha is a renowned journalist and culinary expert whose passion for storytelling has elevated the Southern United States as a premier destination for Brazilian travelers.

With her deep knowledge of gastronomy, Cecília has masterfully highlighted the South’s rich culinary traditions—from the bold flavors of Creole and Cajun cuisine in Louisiana to the comforting essence of Southern barbecue and farm-to-table delights. She not only invites readers to savor these dishes but also uncovers the stories and heritage that make them so meaningful.

Beyond food, her storytelling showcases the breathtaking landscapes of the Smoky Mountains, the historic charm of Charleston, and the vibrant traditions of the South’s music and festivals. Through her articles, interviews, and social media reach, Cecília has forged a deep cultural connection between Brazil and the Southern USA, inspiring travelers to experience the region’s authenticity and charm.

Her work in bridging cultures through food and storytelling makes Cecília Padilha a truly deserving nominee.

Malik Cocherel is an exceptional journalist whose immersive storytelling has brought the rich culture of the Southern United States to the Quebec market. Through his captivating features in Le Journal de Montréal and Le Journal de Québec, including “Road Trip au Mississippi: Sur la Route du Blues”, Malik has masterfully showcased the soulful heritage of the blues trail and the South’s deep cultural roots.

His work goes beyond traditional travel reporting—his ability to evoke history, authenticity, and emotion through storytelling has inspired Quebec travelers to explore the South beyond the usual destinations. By consistently highlighting the region’s unique experiences, Malik has strengthened Travel South USA’s presence in the Francophone Canadian market.

With his ongoing collaborations and passion for uncovering the South’s lesser-known treasures, Malik Cocherel is a vital advocate for the region. His dedication makes him a truly deserving nominee.

Jean-Michel De Alberti, a dedicated journalist and storyteller whose passion for culture, history, art, architecture, and gastronomy has made a lasting impact on Travel South USA destinations.

With an unwavering commitment to sharing the South’s unique charm with French travelers, Jean-Michel has continuously showcased the region’s rich history and hospitality. In 2024, he released a compelling six-page feature on Little Rock and Hot Springs, Arkansas, highlighting Civil Rights history and cultural landmarks. His deep dive into the essence of the South brings authenticity and depth to his storytelling, offering French audiences a fresh perspective on these remarkable destinations.

As a returning attendee of TSUSA Global Week, having covered Louisiana in 2023 and soon Tennessee in 2025, Jean-Michel remains a vital advocate for the region. His dedication to uncovering the South’s most meaningful stories makes him a truly deserving nominee.

Astrid Steinbrecher-Raitm, a passionate travel journalist whose enthusiasm for Kentucky and the Southern USA has translated into inspiring stories for luxury travelers.

Following her participation in Travel South Global Week, Astrid discovered the magic of the Kentucky Derby, the region’s vibrant culinary scene, and its deep cultural roots. Her excitement and insights led to a series of compelling articles published on Front Row Society, a premier luxury travel platform catering to an affluent and active audience. Through features like “Yee-Haw Kentucky”, “Kentucky Bourbon: Love at First Sip”, and “Between Bluegrass & Boxing: Kentucky’s Museums Rock”, Astrid has showcased the state’s traditions, flavors, and cultural heartbeat, inviting high-end travelers to explore the region.

Her ability to blend luxury travel with authentic Southern experiences makes Astrid a valuable ambassador for the South.

Elena Barassi is a distinguished travel and lifestyle journalist whose 30+ years of experience and dynamic storytelling have shaped travel narratives for audiences across Italy.

As a key contributor to Il Giornale, one of Italy’s most influential newspapers with over 17 million monthly readers, Elena brings destinations to life through her compelling features. In 2024, she expanded her global perspective by participating in the Fam Trip in Tennessee during Travel South Global Week, where she immersed herself in the state’s Western-style villages, vibrant music scene, and breathtaking outdoor landscapes.

Her in-depth feature captured Tennessee’s unique charm, blending cultural insights with practical travel advice, positioning the state as an essential destination for Italian travelers. Her dedication to sharing authentic experiences and her exceptional storytelling make her a deserving nominee for the Editorial Content of the Year award.

Ilaria Santi, an accomplished journalist with over 20 years of experience in travel media and the visionary Editor-in-Chief of SiViaggia, Italy’s leading online travel magazine with over 2 million monthly visitors.

Ilaria’s passion for travel and innovative multimedia storytelling have made her a trusted voice in Italian travel journalism. Her participation in the 2024 Travel South Global Week Fam Trip in Kentucky deepened her connection to the American South, resulting in a series of compelling articles that bring destinations like historic Charleston and the vibrant landscapes of Kentucky to life.

With her unique ability to blend rich cultural storytelling with practical travel insights, Ilaria has inspired countless Italian travelers to explore the South. Her dedication to uncovering authentic stories and sharing them with a wide audience makes her a standout candidate for Travel Writer of the Year.

From New Zealand, we acknowledge the outstanding contributions of Alan Granville, whose exceptional travel journalism has left a lasting impact on Kiwi’s perception of the American South. Following his 2024 Travel South USA trip, Alan produced seven compelling pieces for Stuff and the Sunday Star Times, captivating an audience of 3.4 million readers and delivering a nationally syndicated cover story.

His immersive storytelling, Alan brought Kentucky’s culture, history, and cuisine to life, sparking meaningful conversations about the South’s rich traditions and warm hospitality. His thought-provoking features, including “Forget Florida and Vegas – Kentucky: An Ideal Playground for Grown-Ups,” challenged perceptions, while his personal account of traveling as a gay man in Kentucky fostered inclusivity and representation.

Alan’s dedication to authentic, insightful, and inspiring travel journalism aligns perfectly with Travel South USA’s mission. His work has not only influenced travelers but also elevated the South as a must-visit destination.

Jens Henrik is a passionate and strategic travel writer whose storytelling has brought the Southern USA to life for Danish audiences. With a deep love for culture and the great outdoors, Jens Henrik has an exceptional ability to capture the essence of every destination he visits, making readers feel as if they are right there with him.

Beyond his engaging narratives, Jens Henrik maximizes the impact of his press trips by ensuring wide-reaching content across multiple media outlets. His press trip to South Carolina exemplifies this dedication—resulting in 26 published articles that reached an impressive 1.5 million readers, equivalent to 25% of the Danish population.

Jens Henrik doesn’t just write about travel; he inspires it. His ability to bring destinations to life and his extraordinary reach make him a standout candidate for Travel Writer of the Year.

Jacqui Agate is a dedicated North America travel expert, whose steadfast coverage of the Southern USA has made her an unofficial ambassador for the region. Through her work, she has consistently highlighted the distinct culture, history, and innovations that make the South a compelling destination.

Beyond travel reporting, Jacqui stands out as a champion for underrepresented voices. Her commitment to amplifying Black, Indigenous, and female perspectives ensures that these communities are recognized as an integral part of the travel experience and the evolving travel landscape.

Through Wanderlust, with its global circulation of 222,945, 1.2 million unique users, and 153K newsletter subscribers, Jacqui’s influence extends far and wide, shaping how British travelers see and experience the South.

Her dedication to authentic storytelling and inclusivity in travel journalism makes her a truly deserving nominee.

Annabel Grossman, the Global Travel Editor of The Independent, whose dedication to storytelling and travel journalism has kept the Southern USA at the forefront of British travelers’ minds.

Throughout the year, Annabel has written and commissioned a series of compelling stories that capture the imagination of UK audiences, leaning into current travel trends such as set-jetting, arts, and culture. Her work not only inspires but also provides comprehensive insights into why Southern cities should top the list for UK travelers heading to the U.S.

With The Independent being the top national digital publication in the UK, reaching a global audience of 89 million readers—including 39 million in the UK—Annabel’s influence has been instrumental in shaping travel perceptions.

Her dedication to promoting the rich culture, history, and experiences of the South makes her a truly deserving nominee.