Travel South USA’s media and trade presence in the Benelux region remained vibrant in May, with robust coverage including 11 online and 9 print articles. States such as Kentucky, Alabama, Louisiana, and Tennessee featured prominently in stories from RonReizen, Historia.net, and Meridian Travel. A themed newsletter, “Luxury Experiences for Under $100,” spotlighted all member states and reached a combined audience of nearly 900 subscribers with high open rates.
Trade & Media Engagement
Face-to-face media outreach included a Louisiana-hosted media dinner in Amsterdam with 10 prominent journalists, reinforcing the “Year of Food” theme. Trade engagement saw continued momentum with operators like Tioga Tours, Do-USA, and UStravel.nl, who are diversifying portfolios amid mixed U.S. booking trends. Notably, ExploreTravel.nl was launched to address evolving consumer demand.
Market Trends & Travel Demand
Despite some hesitancy around U.S. travel due to political and economic concerns, consumer intent is rebounding. A survey from Visit USA and GfK confirms Dutch interest in air travel is up 4% year-on-year, with 55% planning to fly and average spend increasing to €2,376. Last-minute bookings are also on the rise, driven by vacation payouts.
Key Takeaways & Next Steps
Looking ahead, finalized co-ops, ongoing campaigns, and the WideOyster project promise continued momentum. The region’s mature travel culture and appetite for authentic U.S. experiences keep the South well-positioned for future growth.
- Emphasize positive storytelling to counter cautious sentiment
- Leverage social media platforms (TikTok, Instagram) for Gen Z travelers
- Support trade partners with accessible travel training
- Engage with air partners to explore new routes (e.g., Amsterdam–New Orleans)
- Sustain content partnerships like WideOyster to spotlight unique state experiences
The Benelux market remains a stable, mature gateway with high ROI potential.
