Alabama Global Marketing

• Major operator/partner activity is driving conversion, with several markets reporting itinerary development, co-marketing, and retail partner engagement as a top focus heading into early 2026.
• Air access and gateway strategy continues to matter, with markets noting how new/strong routes and gateway planning are influencing bookings and trip design.
• Experience-led travel themes are consistent everywhere: culture, music, culinary, festivals, outdoors, and “sense of place” storytelling continues to perform well and aligns with what travelers are actively seeking.
• World Cup 2026 is emerging as a planning hook, with multiple markets beginning to tie mission planning and travel interest to 2026 demand.
• Shoulder season travel demand is strengthening in parts of Europe, with travelers increasingly choosing later travel periods for fewer crowds, lower costs, and milder weather.

While overall Australian visitation to the USA softened year-over-year, the Travel South region remained comparatively resilient, supported by high-engagement storytelling and targeted outreach.

December activity focused on converting interest into action through travel advisor trainings, media relationship building, and seasonal-themed communications. The report highlights sustained demand for culturally rich, experience-led travel, with opportunities to grow share through product development, trade partnerships, and refreshed press office pitching heading into 2026.

he month delivered consistent destination storytelling through partner social content, multiple publications and newsletters, and continued exposure via Visit USA associations—keeping the region top-of-mind for Dutch and Belgian travelers.

Activity was further strengthened by a solid Benelux delegation attending Travel South International Showcase in Missouri, with follow-up planning already underway for a Kansas City sales mission tied to Dutch World Cup travel interest. Market conditions point to growing demand for meaningful, experience-driven trips and a shift toward smaller U.S. cities—supporting Travel South’s positioning and product development opportunities.

he team maintained consistent market contact, delivering 10 trade meetings and 6 media meetings while continuing to build momentum across priority audiences.

Results were supported by a holiday-themed communications push and continued training efforts, including a dedicated Alabama online seminar that reached 106 participants. The report also highlights encouraging forward-looking signals in Brazil, with international travel intent rising for 2026 and the United States ranking among the most sought-after destinations—creating clear opportunity for continued conversion and growth.

Activity supported partner awareness while setting up early 2026 opportunities tied to media pitching and upcoming Global Summit outreach.

While Canadian outbound travel to the U.S. remains down year-over-year, engagement levels across Travel South communications were strong, with rising newsletter performance and continued participation in key international initiatives. The report underscores the importance of value-driven storytelling, trade readiness, and sustained relationship-building to support recovery and conversion as travel patterns evolve into 2026.

Work also advanced on key 2026 initiatives, including refreshed Visit USA France assets and recruitment of top-tier media for Global Media Marketplace.

December activity emphasized readiness for early 2026 opportunities, including planning for a major consumer show and continued build-out for the Pan-European Roadshow Paris mission. With French travelers prioritizing international trips and organized experiences, Travel South is well positioned to convert demand through trade partnerships and targeted storytelling.

The team maintained consistent in-market activity, strengthening relationships and expanding Travel South’s visibility while building a robust pipeline for product development.

December highlights included new editorial placements tied to 2026 festival themes, continued outreach to priority travel sellers, and steady newsletter performance across trade and media audiences. Social activity delivered efficient reach and rising engagement, supported by a successful interactive giveaway campaign. With India’s travel economy growing and U.S. visa wait times improving, the South is well positioned for conversion in early 2026.

The month focused on converting awareness into sales through partner communications, itinerary development, and upcoming trade-facing events that keep the South front-and-center for Italian travelers.

Work centered on post-International Showcase follow-up, finalizing America World activity reporting, and scheduling upcoming Going co-marketing actions. Partner channels are delivering fresh storytelling through social and email campaigns, while new itinerary development is underway with key operators. With Italian travelers booking earlier and prioritizing meaningful experiences, Travel South is well positioned for continued growth in 2026.

The month’s work focused on finalizing co-op planning with FDM Travel and strengthening relationships with Nordic tour operators as the market continues to seek unique, off-the-beaten-path U.S. experiences.

December highlights included participation in major Brand USA events across Oslo, Helsinki, and Stockholm, delivering training for 245 travel industry staff. With early 2026 initiatives already underway—including Travelmatch Oslo and a Copenhagen media event—Travel South is well positioned to convert interest into bookings across the region.