2026 TSUSA Ambassadors

Based in Tamworth, Australia’s country music capital, Chris Watson Travel is recognized for its passionate approach to promoting the American South through music, culture, and immersive travel experiences. Leveraging its strong ties to Australia’s country music community, the company partnered with Helloworld to bring the “Where Music Was Born” campaign to life, connecting Southern destinations with Australian travelers who share a love for the region’s musical heritage.

Through promotions surrounding the Tamworth Country Music Festival, local radio advertising, and specially curated travel packages, Chris Watson Travel transformed musical inspiration into bookable Southern adventures. By highlighting legendary music cities, smaller communities, live music venues, and cultural attractions, the campaign encouraged travelers to venture beyond traditional gateways and discover the rich musical stories that make the American South unforgettable.

Based in Australia, Helloworld Travel has demonstrated an outstanding commitment to showcasing the American South through inspiring storytelling, innovative digital marketing, and bookable travel experiences. Its standout “Where Music Was Born” campaign brought the region’s rich musical heritage to life, encouraging Australian travelers to explore the South as an unforgettable multi-destination journey.

Through a dedicated microsite, digital and social advertising, engaging video content, and bookable itineraries, the campaign generated more than 15.25 million impressions, reached 3.28 million people, and drove 40,499 on-site engagements, exceeding its original targets. Alongside campaigns highlighting destinations across the South, Helloworld Travel continues to turn travel inspiration into meaningful opportunities for Australian visitors to discover the region.

Based in the Netherlands, UStravel.nl is recognized for its commitment to creating fresh, inspiring travel experiences that encourage Dutch travelers to explore beyond traditional U.S. gateways. Following a recent rebranding, the company has strengthened its focus on expanding destination knowledge and developing innovative travel products that showcase lesser-known corners of the American South.

A standout example is its newly developed Kentucky road trip itinerary, offering travelers a deeper exploration of the state’s diverse attractions, culture, and experiences. By creating immersive, customized journeys that respond to evolving traveler interests, UStravel.nl continues to open new opportunities for Dutch visitors to discover the South, with plans to expand this approach to future itineraries.

Based in Brazil, Diversa Turismo has demonstrated a creative approach to promoting the American South, leveraging the excitement of the 2026 FIFA World Cup to inspire travel beyond the stadiums. Its innovative “It’s a Match!” campaign positioned Atlanta and Kansas City as gateways to unforgettable Southern experiences, highlighting the region’s music, culinary traditions, history, and culture.

Through a dedicated campaign website, digital advertising, trade media partnerships, destination webinars, and travel agent incentives, Diversa Turismo brought the South to life for Brazilian travelers and travel professionals. From exclusive city itineraries to a multi-state Civil Rights Trail experience, the campaign combined destination storytelling with bookable travel products, helping turn World Cup excitement into opportunities to explore the broader American South.

Based in Canada, Voyages Gendron is recognized for its resilience and creativity in promoting the American South to Quebec travelers. Despite challenging market conditions and softer sentiment toward U.S. travel, the company has remained committed to keeping Southern destinations visible and inspiring new reasons to visit.

Through innovative sports and experiential travel packages built around NFL and NHL games and other major sporting events, Voyages Gendron continues to create exciting opportunities for Canadian travelers to discover the region. By expanding its Southern itineraries and strengthening partnerships with Travel South USA destinations, the company demonstrates how creativity, adaptability, and a commitment to collaboration can keep travelers engaged and support tourism even in a challenging market.

Based in Germany, America Unlimited is recognized for its outstanding commitment to promoting the American South through innovative, results-driven destination marketing. Its comprehensive campaign combined digital advertising, print media, out-of-home promotions, consumer events, and travel trade engagement to showcase the region’s diverse travel experiences and inspire German travelers to explore the South.

Generating more than 23 million impressions, the campaign delivered measurable results, including a 50% increase in destination visibility, 40% growth in website traffic, and a 20% rise in campaign-related bookings and revenue. With 3,520 room nights and an estimated $2.9 million in economic impact generated through its broader Southern promotions, America Unlimited has demonstrated how creative storytelling and strategic marketing can translate international interest into meaningful tourism growth.

Based in France, Partir aux États-Unis is recognized for its exceptional destination expertise and dedication to creating personalized American travel experiences. As the only French tour operator showcasing all 50 U.S. states, with at least two itineraries per state, the company offers an impressive 48 itineraries featuring Travel South USA destinations, inspiring French travelers to explore the region beyond traditional tourist routes.

Through frequent destination visits, close relationships with local tourism partners, and carefully tailored itineraries, Partir aux États-Unis helps travelers experience the South’s diverse culture, history, and attractions. Led by passionate Southern advocate Olivier Pulcini, who is attending International Showcase for the fifth consecutive year, the company continues to demonstrate an outstanding commitment to promoting the region and connecting French travelers with authentic Southern experiences.

Based in India, Thomas Cook India is recognized for its commitment to introducing Indian travelers to the rich culture, history, and diverse experiences of the American South. Its specially curated “Southern Splendors of America” tour offers an immersive 8-day journey through Georgia, Tennessee, Mississippi, and Louisiana, highlighting the region’s iconic music cities, historic landmarks, and unforgettable attractions.

From Atlanta’s Civil Rights heritage and Nashville’s country music scene to Elvis Presley’s Graceland in Memphis and the vibrant French Quarter of New Orleans, the itinerary brings Southern storytelling to life. By combining guided sightseeing, cultural experiences, comfortable accommodations, and Indian dining options, Thomas Cook India makes the South more accessible to Indian travelers, creating opportunities to discover the region beyond traditional U.S. destinations.

Based in Italy, Going Tour Operator is recognized for its creativity and dedication to showcasing the American South through immersive travel experiences and innovative product development. Led by Ivana Di Stasio, the company has strengthened its commitment to the region through trade education, industry networking, and the development of four new cinema-themed itineraries highlighting destinations across the South.

From Route 66 and whiskey heritage in Missouri, Kentucky, and Tennessee to cinematic experiences across Alabama, Mississippi, Louisiana, and the Carolinas, Going brings Southern storytelling to life. Through its exclusive Going Square training event, industry engagement, and carefully curated road trips, the company continues to inspire Italian travel advisors and travelers to discover the South’s rich culture, landscapes, and iconic destinations.

Based in Sweden, Swanson’s Travel has championed travel to the United States for nearly five decades, earning recognition for its dedication to promoting the American South. Despite challenging market conditions, the company has remained proactive in developing creative ways to inspire Swedish travelers, building on successful Southern itineraries, destination promotions, and experiences such as its Nashville IndyCar travel package.

Its proposed “Drive the South” campaign aims to reignite interest in the region through music, food, culture, and immersive road trips. Featuring new rail and driving itineraries, original travel content, digital advertising, and partnerships with Swedish country music outlets, the initiative targets 950,000 impressions and a 40% increase in traffic to Southern destination pages. Through innovation and a continued commitment to collaboration, Swanson’s Travel is helping position the American South for future growth in the Swedish market.

Based in the United Kingdom, The Internet Traveller is recognized for its dedication to expanding travel opportunities to the American South. With more than 40 years of industry experience, the company combines an easy-to-use online booking platform with personalised travel expertise, helping British travellers discover destinations that match their interests and travel preferences.

Led by Georgia Wiseman’s passion for the region, The Internet Traveller has significantly expanded its Southern offerings, developing new itineraries and travel products throughout 2025 and 2026. With nine Travel South USA states now featured, the company continues to strengthen its destination portfolio and encourage travellers to explore more of the South. Through active participation in Travel South USA events and ongoing product development, The Internet Traveller demonstrates a strong commitment to connecting British travellers with authentic Southern experiences.

Based in the United Kingdom, Travelbag is recognized for its commitment to expanding the American South’s presence in the British travel market through innovative product development, digital improvements, and strategic destination marketing. Part of the dnata group, the company has strengthened its online offerings and increased promotional activity, contributing to significant growth in sales to the region.

Under the leadership of Geoff Dobson, Travelbag has expanded its Southern destination portfolio from six to nine Travel South USA states, with plans for further growth. The company’s dedication to excellence was also recognized at the 2025 British Travel Awards, where it earned 10 awards, including Silver for Best Holidays to North America. Through stronger destination partnerships, engaging marketing campaigns, and an expanding range of travel experiences, Travelbag continues to inspire British travellers to discover more of the American South.

America 4 You is a highly respected receptive tour operator specializing in “soft adventure,” nature-based travel, and customized itineraries tailored for European and Australian/New Zealand travelers. Drawing on deep market insight and a passion for authentic, experiential tourism, they create programs that pair iconic Southern attractions with lesser-known destinations, scenic routes, and local cultural encounters.

Their itineraries showcase the spirit, flavor, and diversity of the American South. With strong relationships across state tourism offices, DMOs, hotels, and attractions, America 4 You is a valued partner in promoting sustainable, meaningful travel throughout the region.

America and Beyond crafts unparalleled American travel experiences with over 30 years of expertise in catering to global travelers’ needs. Their commitment to creating lasting client relationships and exceeding expectations sets them apart. From immersive itineraries to personalized services, they deliver authentic and extraordinary journeys tailored to every traveler’s desires. By blending financial expertise with in-depth travel knowledge, they ensure seamless experiences that captivate and inspire. Embark on an unforgettable adventure with America and Beyond—where authenticity, expertise, and passion for travel come together to redefine American exploration.

AmericanTours International (ATI) is North America’s largest and most influential inbound tour operator, serving as a cornerstone partner for destinations across the American South. With a global network spanning more than 70 international markets, ATI combines decades of industry experience with state-of-the-art booking technology, seamless XML connectivity, and fully customizable online platforms for travel trade partners.

Their diverse inventory, competitive pricing, and commitment to innovation make it easier than ever for international travelers to explore the South’s vibrant cities, natural landscapes, and cultural experiences. ATI’s long history of leadership and trusted supplier relationships continues to elevate the region’s global visibility and strengthen international travel demand.

For more than 25 years, Bonotel Exclusive Travel has been a leading receptive operator specializing in luxury FIT and group travel throughout North America. With a curated inventory of boutique properties, high-end resorts, and premium experiences, Bonotel brings elevated, immersive travel to discerning international visitors seeking the very best of the American South.

Their personalized service, attention to detail, and commitment to quality help ensure that guests encounter the region’s authentic charm, culinary excellence, and cultural vibrancy in the most memorable way possible.

HBX Group, known globally through its flagship brand Hotelbeds, is one of the world’s largest and most dynamic inbound travel distributors. Their extensive global network links thousands of international buyers with accommodations, attractions, and experiences across the American South.

Hotelbeds’ advanced technology, large-scale distribution, and strong supplier partnerships make it a driving force in expanding the region’s international reach. Their work continues to connect global travelers with the South’s diversity of offerings—supporting long-term tourism growth across urban, rural, coastal, and cultural destinations.

Global Network Ambassador of the Year

State Tourism Ambassador of the Year

DMO Ambassador of the Year

Distinguished Ambassador Award