History of Travel South USA

The 1960’s – Laying the Foundation

On February 10, 1965, a nine-member coalition of state travel directors from Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, and Virginia met at the directive of the Southern Governors Association to exchange information about each state’s travel operations and promotional efforts.

During this initial meeting, the governors agreed to sponsor a joint advertising campaign in Holiday magazine. The campaign featured a different member state each month while promoting the South as a unified vacation destination. A mail-in response coupon generated 1,670 requests for additional travel information.

Building on the campaign’s success, the Southern Travel Directors Council (STDC) was formally established during the 34th Annual Southern Governors Association meeting in Charleston, South Carolina, when 11 governors signed a resolution to promote, stimulate, foster, and encourage travel to and within the region. Early discussions focused on budgets, shared staffing models for new welcome centers in Georgia and Florida, cooperative advertising efforts, and legislative support for emerging state film commissions.

The 1970s – Expansion and Identity

The Southern Travel Directors Council officially incorporated on June 18, 1971, marking an important step in the organization’s formal development. Later that year, annual dues of $15,000 per state were adopted, with state travel directors serving on the governing board. During this period, the Travel South USA name and tagline were developed for advertising and promotion—establishing the brand identity that continues to define the organization today.

Paul Cook was hired as the organization’s first Executive Director, serving from 1971 to 1974, and the office was established in Atlanta, Georgia, at Gaslight Towers on Peachtree Street. Under Cook’s leadership and the leadership of subsequent Executive Directors Bill Barnes (1974–1978) and Mike Sorka (1978–1982), the organization broadened its promotional efforts and expanded its presence in domestic and international markets.

Throughout the decade, Travel South USA increased its visibility through marketing initiatives across North America, including a mission to Mexico, participation in the Canadian National Exhibition, promotional vacation giveaways, public service announcements, and branded consumer campaigns. The organization also expanded the distribution of The South film through 1,500 Paramount theaters and 25 television markets, while developing targeted advertising placements in publications such as Modern Bride, House & Garden, and Welcome to the USA for European audiences.

Travel South USA also strengthened its travel trade outreach during the 1970s. A sales guide for wholesale tour operators and retail travel agents was distributed at DATO Pow Wow, and the organization conducted educational seminars for Canadian travel agents and travel writers during the Canadian National Exhibition in Toronto. In 1979, Travel South USA made its debut at World Travel Market in London, marking an important step in its growing international engagement.

The decade also marked a growing emphasis on tourism research and economic impact. In 1974, Dr. Lewis Copeland of the University of Tennessee was retained to compile an economic analysis of the region, resulting in the organization’s first Southern Travel Economic Analysis and Annual Report. The report found that the Southern region accounted for $31 billion in travel business—20 percent of the nation’s $156 billion travel services industry—and supported more than 214,000 businesses and 1.4 million jobs across the 11-state region.

By the close of the decade and into the early 1980s, budget pressures and national fuel shortages began to limit international outreach and prompted new conversations around developing sustainable, revenue-generating events to support the organization’s future growth.

The 1980s – Launching Showcase and Expanding Reach

In 1982, Glenn Couvillon—formerly of the Florida Division of Travel & Tourism—was appointed Executive Director, a role he would hold for more than two decades (1982–2003). Under his leadership, the organization relocated its offices to Lenox Towers on Peachtree Road in Atlanta, Georgia. One of the first initiatives introduced by the new team was a dedicated industry newsletter, designed to keep tour operators, travel media, and industry partners informed of regional news and developments. Originally launched as UPDATE, the publication evolved over time into The Southern View and later Get Wild About the South.

A defining milestone of the decade came in 1983 with the launch of the first Travel South Showcase in Tampa, Florida. Created as a marketplace connecting domestic and international travel buyers with Southern suppliers, Showcase was designed to streamline business development across the region. The inaugural event brought together approximately 35 tour operators and 65 tourism suppliers for one-on-one appointments—establishing a model that continues to be a cornerstone of Travel South USA’s programming.

Also in 1983, during Pow Wow (now IPW), Georgia travel leader Bill Hardman, Sr. led the formation of the Southeast Tourism Society (STS), bringing together public and private sector partners to strengthen tourism advocacy across the region. Travel South USA served as a founding member, with its board represented on the STS board. One of STS’s first major initiatives was the Southeast Hoedown in Washington, D.C., held on the National Mall during National Tourism Week to raise awareness of the economic impact of Southern tourism among federal legislators and policymakers.

Throughout the mid-to-late 1980s, Travel South USA expanded both its signature programming and its international presence. Travel South Showcase continued to grow, while the organization increased its participation in global trade events such as Pow Wow (IPW), World Travel Market (WTM), and ITB Berlin. Educational seminars and outreach efforts further strengthened relationships with international travel buyers and media.

In 1989, Travel South USA celebrated its 20th anniversary and was recognized at World Travel Market in London, marking a decade of sustained engagement and partnership in the international marketplace.

The 1990s – Expanding Global Reach

Throughout the 1990s, Travel South USA placed a strong emphasis on international marketing, with promotional campaigns, trade shows, and sales missions focused primarily on the United Kingdom and Western Europe. As air service from the Far East to the South expanded through carriers such as Delta Air Lines and Northwest Airlines, the organization also began developing plans to market the region in Japan. At the same time, the “What’s Up Down South” marketplace was created to connect with the domestic group leader market.

In 1994, Travel South USA was recognized nationally for its marketing innovation when a joint promotion with The Coca-Cola Company, Delta Air Lines, FamilyMart, and Westin Hotels & Resorts received a Travel Industry Association of America Award of Excellence in Travel and Tourism Promotions. During this period, state tourism offices and private sector partners also participated in “Get Wild About the South” sales missions to New York and Los Angeles, targeting receptive tour operators and strengthening trade relationships.

A major milestone came in 1998 when West Virginia joined the organization as its 12th member state. That same year, Travel South USA received a U.S. Department of Commerce grant to support the development of a marketing campaign in Brazil, further expanding its international footprint. Also in 1998, the Southeast Tourism Society (STS) moved into shared office space with Travel South USA, and the two organizations collaborated to produce the first International Marketing & Communication Conference.

The 2000s – Challenges, Change, and Renewal

As Travel South USA entered the new millennium, the organization experienced both significant success and major transition. The 2001 Showcase in New Orleans, Louisiana achieved the largest attendance and strongest financial performance in the program’s history at that time. That same period also brought strategic conversations about the future of regional tourism collaboration, including formal discussions between Travel South USA and the Southeast Tourism Society (STS) regarding a possible merger. While no merger was finalized, both organizations agreed to strengthen communication and pursue opportunities for collaboration where mutually beneficial.

The early 2000s also saw the launch of new regional initiatives. In 2002, three Southern destination partners—Atlanta, Nashville, and New Orleans—along with support from Delta Air Lines, developed Rhythms of the South, a marketplace created exclusively for international travel buyers and journalists to connect with Southern suppliers. The program introduced a new platform for international engagement and expanded the region’s reach among key travel trade audiences.

Internally, however, the organization faced a period of significant challenge from 2001 to 2003, prompting the board to begin the search for new leadership. In March 2004, Elizabeth “Liz” Bittner was named Executive Director, ushering in a new era for Travel South USA. Soon after, the board and leadership team convened for a multi-day strategic planning session to address financial pressures, contractual obligations, program concerns, and the future direction of international marketing. Among the difficult but necessary decisions made during this time was the closure of the organization’s long-standing Japan marketing office after more than a decade of service.

This period marked a broader organizational reset, as Travel South USA worked to strengthen its financial foundation, reaffirm its role as a regional tourism leader, revitalize Showcase, and build more effective high-return marketing efforts for both trade and consumer audiences in North America and overseas.

In late September 2005, just weeks after the devastation of Hurricanes Katrina and Rita, Travel South USA led a major sales mission to Toronto, Canada, demonstrating the resilience of the Southern travel industry. More than 70 participants took part in training seminars, sales calls, media outreach, consumer events, and promotional activations designed to reinforce confidence in travel to the region. This campaign also marked the launch of TravelSouthUSA.com as the organization’s consumer-facing website, while TravelSouthUSA.org continued to serve as its internal industry communication platform.

In January 2007, more than 80 state tourism professionals in marketing, sales, public relations, and research gathered at the recently reopened Beau Rivage Resort & Casino in Mississippi—its first official meeting since the hurricanes. The meeting helped shape a new three-year strategic direction for the organization, with recommendations that emphasized stronger state leadership and increased private-sector engagement.

By 2008, Rhythms of the South was placed on hiatus as Travel South USA and its partners began reevaluating the program in response to shifting airline partnerships, evolving trade relationships, and the demands of a changing global economy.

The 2010s – Evolving the Marketplace

Throughout the 2010s, Travel South USA continued to strengthen its role as a leader in regional tourism marketing by expanding its programs, refining its audience focus, and building new partnerships that would shape the organization’s future.

Following the 2009–2011 financial recession, Travel South USA continued to deliver strong results while adapting to changing industry needs. In 2011, the organization produced the 29th annual Travel South Showcase in Atlanta, welcoming 662 delegates, including domestic and international tour operators and media. As international participation continued to grow, it became increasingly clear that a more tailored marketplace experience was needed to better serve global buyers and media while continuing to support domestic travel trade.

In response, Travel South USA partnered with the Rhythms of the South Alliance (Atlanta, Nashville, and New Orleans) to launch a new international marketplace. That collaboration led to the debut of Travel South USA International Showcase in 2012, with subsequent events in 2013 and 2014 hosted by the founding partner cities. The success of these early events established International Showcase as a powerful platform for connecting Southern destinations with key global trade and media audiences.

At the same time, Domestic Showcase remained a strong and successful program throughout the decade, continuing to generate high attendance, quality business appointments, and valuable familiarization opportunities for domestic operators and journalists.

The decade also marked continued growth for the organization. In 2013, Missouri officially joined Travel South USA as the 12th member state, further expanding the region’s reach and reinforcing the organization’s commitment to showcasing the diverse culture, heritage, and travel experiences of the American South.

As Travel South USA expanded its global visibility and refined its programming, it also continued to build a strong reputation through strategic marketing, digital initiatives, earned media efforts, and collaboration with national and international partners. In 2019, the organization launched the inaugural Ambassador Awards at International Showcase in St. Louis, Missouri, recognizing key international trade and media partners whose support helped advance Travel South USA’s mission around the world.

By the close of the decade, Travel South USA was already taking strategic steps to refine its long-term program focus. In 2019, the organization reached an agreement with the Southeast Tourism Society (STS) for STS to assume management of Domestic Showcase beginning in 2021. The transition reflected Travel South USA’s evolving emphasis on international marketing and global trade development, while ensuring that domestic marketplace programming would continue through a trusted regional partner.

The 2020s: Global Growth and Strategic Partnerships

The 2020s marked a defining new chapter for Travel South USA, with an increased emphasis on international marketing, strategic partnerships, research, and global brand development.

In March 2020, Travel South USA hosted its final Domestic Showcase in Baton Rouge, Louisiana, drawing more than 700 delegates. Just one day after the event concluded, the global travel industry came to a near standstill as the COVID-19 pandemic brought widespread shutdowns and uncertainty that would last for more than a year. As previously planned, management of Domestic Showcase transitioned to the Southeast Tourism Society (STS) beginning in 2021, allowing Travel South USA to continue advancing its growing international focus.

As the travel industry began to recover, International Showcase emerged as the organization’s flagship program and remains a cornerstone of Travel South USA’s global outreach. The longstanding partnership with the Rhythms of the South Alliance also continued to play an important role in strengthening the organization’s international platform.

In 2021, Travel South USA launched the first Global Week, introducing new programming designed to deepen engagement with international trade, media, and partners. The inaugural event featured both the Global Summit and the Global Innovation Challenge, expanding the organization’s thought leadership and industry collaboration efforts. That next year, the growing importance of international media outreach led to the separation of the journalist program from International Showcase and the debut of a dedicated Media Marketplace during Global Week. Participation and engagement in these programs have continued to grow, further strengthening Travel South USA’s international presence and industry impact.

Also in 2021, the Ambassador Awards returned and have since expanded to recognize a broader range of global partners who contribute to Travel South USA’s mission. In 2022, the organization launched the All Y’all Are Welcome Concert, an annual activation at IPW designed to celebrate Southern culture and hospitality while engaging international travel trade and media. The event quickly became a signature expression of the region’s brand, featuring memorable performances from Southern artists including Marty Stuart and Darius Rucker.

In 2023, Travel South USA formalized its Global Partner Program, recognizing key contributors across three distinct categories:

• Travel South USA Ambassadors – international trade and media partners who help tell the story of the South in global markets
• Global Alliance Partnerships – leading organizations and brands whose strategic collaboration and support help power Travel South USA’s programs, initiatives, and global reach
• Global Champion Destinations – destination partners across the South that demonstrate exceptional leadership and commitment to regional promotion in key international markets

This framework reflects the organization’s growing emphasis on collaboration, visibility, and long-term international engagement.

Throughout the decade, Travel South USA has continued to strengthen its global network, with active representation in Australia/New Zealand, Benelux, Brazil, Canada, France, Italy, India, and the Nordics, while also maintaining strong outreach in the United Kingdom/Ireland and Germany/German-speaking markets.

A major milestone came in 2025 when Travel South USA announced a landmark partnership with The MICHELIN Guide to bring the prestigious culinary program to the American South. The initiative launched across six participating states—Alabama, Louisiana, Mississippi, North Carolina, South Carolina, and Tennessee—alongside the existing Atlanta guide. The inaugural regional MICHELIN Guide American South Ceremony took place in Greenville, South Carolina, in November 2025, signaling a major step forward in elevating the South’s culinary profile on the global stage.