2027 German “Welcome All Y’all” Mission

One Week. Three Audiences. One Market Strategy.  All Y’all Are Welcome 

Germany
January 17 – 24, 2027

Build relationships, develop product, and grow the South’s presence in Germany.

Travel South USA is taking One Region. Infinite Possibilities. on the road in Germany for a focused week of trade and media engagement. The mission will connect Southern destinations directly with leading tour operators, product managers, sales teams, and travel media across several key German markets.

From sales training and product development discussions to one-on-one industry meetings and media engagement, the mission is designed to strengthen existing relationships, create new partnerships, and expand opportunities for Southern travel experiences in Germany.

CONSUMER SALES — CMT Stuttgart
Jan. 17–24 | Stuttgart
Direct-to-consumer activation throughout CMT, focused on inspiring travel, generating qualified leads and connecting German travelers with Southern destinations and experiences.  Asking states to contribute staff to work 4 of the day event.  Heidi Walters will lead project as brand manager   We will have presentations, 20×10 booth and small activations area for musician or tasting/ sampling 

TRAVEL TRADE MISSION — Frankfurt → Hannover → Hamburg
Jan. 17–22
A concentrated sales program with major operators and travel sellers, including DERTOUR, TUI, CRD, CANUSA and American Unlimited, Fairflight designed to strengthen relationships, expand product and ultimately drive bookings.

PR MISSION — Frankfurt → Munich → Hamburg
Jan. 17–22
A parallel media program built around more intimate, relationship-driven engagements—media lunches, an evening open house and targeted conversations—to generate story ideas, editorial opportunities and future hosted-media visits.

Why Participate?

  • Meet Key Travel Trade Partners: Connect with leading German tour operators, product managers, and sales teams.
  • Develop New Product: Discuss opportunities to introduce and expand Southern itineraries and experiences in the German market.
  • Strengthen Industry Relationships: Meet directly with partners including DERTOUR, America Unlimited, TUI, CRD, CANUSA, and other relevant tour operators.
  • Engage German Media: Connect with key German travel and U.S.-focused media through dedicated media programming.
  • Expand Your Market Presence: Build awareness and create opportunities that support visitation and long-term growth from Germany.

Partner Cost: $4,795
Second Person, Same Organization: $2,500

Event Schedule

Dates: January 18 – 22, 2027
Locations: Frankfurt, Hanover Area, Hamburg and additional media markets

Key Highlights

  • Frankfurt: DERTOUR sales training and meetings with tour operators from the Frankfurt/Cologne area.
  • Hanover Area: Meetings with America Unlimited and TUI, including product management and sales training, plus Die Reisebotschafter and a travel agent event.
  • Hamburg: Meetings with CRD, evening event with CANUSA and VIP client event.
  • Media: Hamburg media event with key German travel and U.S.-focused media.

Focus Areas

  • Product development and commercial partnerships
  • Tour operator and product manager meetings
  • Sales training
  • Destination storytelling and media pitching
  • Trade and media relationship building

Who Should Plan to Participate

  • State tourism office global marketing, sales and PR directors, including representative firms
  • City DMOs

Trade & Media Mission

How to Register

Email Angelica De Stefano [email protected]