Alabama Global Marketing

Alabama’s international visitor economy in 2025 is forecasted to reach $512 million in spending with 296,000 visits—down 3% and 7% respectively from 2024.

Travel South USA reports regional declines amid global uncertainties, but notes growth from India, Brazil, and Japan. Canada remains Alabama’s top market despite a 19% spending drop.

Alabama’s strategic location, proximity to major gateway airports, and collaborative marketing under Travel South USA enhance its global appeal. Germany, the UK, and India show strong likelihood to visit, driven by interest in Southern culture, safety, and natural beauty. International students and $27 billion in goods exports further highlight Alabama’s global connectivity.

Travel South USA campaigns like “See The South” achieved over 1.5 million impressions, confirming strong interest in music, food, and road trips. Trade engagement included 257 meetings and over 500 agents trained.

Media outreach drove 67 million impressions, with standout coverage from Viking Cruises and Global Marketplace. With airlift expanding and exchange rates stabilizing, the region is poised for continued growth across both leisure and trade sectors in Australia and New Zealand.

Tour operators continue to expand offerings despite cautious traveler sentiment. Social media, particularly TikTok and Instagram, is driving inspiration, while air travel and late bookings are on the rise.

Highlights include a Louisiana-themed media dinner, robust travel coverage through WideOyster and Meridian Travel, and growing momentum for accessible and experiential travel. With renewed optimism and well-aligned campaigns, the Benelux market shows strong potential for continued engagement with Travel South USA.

Travel South USA secured 16 trade and 8 media meetings, launched a newsletter on luxury experiences under $100, and hosted Rhythms of the South online training with 108 participants. Visa issuance dipped 19% YOY, but Brazil still ranks 4th globally.

Travelers are drawn to new attractions like Universal’s Epic Universe, while concerns around U.S. border entry processes are prompting careful planning. Financial shifts such as IOF tax increases require more budget-savvy marketing. Overall, Brazil’s outbound travel shows resilience and demand for Southern U.S. experiences.

May included six media meetings, one new newsletter, and high-value earned media totaling over 103 million impressions. Interest in culinary, cultural, LGBTQ+, and wellness travel is growing, and agent feedback highlights a shift toward affordable, value-driven Southern itineraries.

Ongoing economic concerns, wildfires, and trade tensions challenge sentiment, but TSUSA’s campaigns—such as “Luxury Experiences for Under $100”—are successfully repositioning the South as a compelling, welcoming destination for Canadian travelers.

Highlights include a JetBlue partnership training in Bordeaux, strong press coverage featuring Southern states, and new media collaborations like RCF Radio and Voyage de Luxe. Despite market uncertainty, interest in affordable luxury and authentic Southern experiences is holding steady.

Social media is driving Gen Z and Millennial engagement, while traditional travel agencies are regaining traction. TSUSA remains well-positioned to inspire bookings as summer 2025 ramps up.

Top tour operators such as Gastaldi, GoAmerica, and Alidays showed interest in expanding Southern products. B2B newsletters promoted multi-state itineraries to over 400 contacts, while consumer press coverage reached outlets like Dove Viaggi and Travel Quotidiano.

Upcoming FAM trips and press tours are in planning to support this growing interest.

Despite a 14% market decline in U.S. travel, interest in Southern destinations is growing, especially via Icelandair’s popular Nashville route. Positive feedback from Icelandair FAM trips, new operator interest (like Cowboy Reiser), and 7M+ media impressions highlight the South’s appeal.

Travelers are increasingly cost-conscious yet still seek off-the-beaten-path, high-experience trips. TSUSA’s “Experience the South Without Breaking the Budget” campaign resonates well, keeping the South on Nordic travelers’ radar despite economic and political hesitations.