GLOBAL PULSE: The Simplest Competitive Advantage in a Complicated World

Greetings, Travel South Partners,

Since April 1, I have been glued to the news and social media images of Artemis II. Wasn’t that something? The images of Earth and the moon were just stunning.  Even seeing my favorite snack, Nutella, in the space shuttle pictures made me giggle. 

I am not usually someone who gets emotional watching rocket launches, but this time I found myself with a feeling of coming together as a collective. A shared sense of joy. Even in the social media comments, people from dozens of countries said the same thing: we needed this. The four astronauts lifted the world’s spirits. We needed such good news.

We are living through a heavy, bad news cycle. The noise is constant with geopolitical tension, weaponization, tariff battles, economic anxiety, and a world that often feels pessimistic. Yet such a news environment is still shaping how people think, feel, and make everyday decisions, including travel decisions. The data we are tracking at Travel South U.S.A confirms it.

The same data also tells us something else: people still want to go places to find a sense of peace, fulfillment, and memories.

So, now let’s get to the numbers.

Early economic projections for the region look promising following a brutal 2025.  The most recent arrival data from the National Travel and Tourism Office (NTTO) also indicate that overseas and Mexican (excluding land) arrivals increased by one percent in March. NTTO tracks I-94 records, which are the official U.S. entry data based on a traveler’s first-intended address. However, not all markets gained traction. Growth mainly came from Western Europe and Mexico. Among the key markets, Germany, the UK, Ireland, China, and Brazil all showed increases in visitors. At the national level, tourism visas were also up from these key markets, except for China, where visa friction continues to weigh on travel intent. 

And when it comes to travel experiences, the travelers who find the American South appealing differ, according to Future Partners. They look for depth and prefer off-the-beaten-path experiences. They want to experience local heritage, understand the diversity of people and culture, explore the outdoors, and eat well. 

Luxury is part of the picture, too. While luxury means different things to different people, I see it as a value driver for the region. Staying at premium properties or vacation homes in the region would cost a fraction of what it would in New York, Los Angeles, Tokyo, Paris, and London. 

And food is a primary motivator, with regional cuisine ranking among the top experiences they’d like to have. Now, I am starting to think about how delicious fried green tomatoes and bread pudding with bourbon sauce are. Just divine.

We also saw that these travelers, who find the region appealing, show high intent. Some 63% are likely to visit the U.S. in the next two years, nearly double the share of all travelers. The desire is real.

However, the challenge is not the product or travel intent. It is the geopolitical environment. It is the number one barrier. The political deterrence data is the hardest part of our findings. In Canada, 90% of travelers who say they are not interested in visiting the U.S. cite political issues as the reason. In Australia, it is 76%; in the U.K., 72%. A new policy friction is also emerging: proposed social media screening requirements are making 58% of Dutch travelers, 53% of Australians, and 50% of Canadians less interested in visiting. These figures range from 40% to 45% in South Korea, Spain, France, and Germany. There is also the new $250 visa integrity fee, which would pause international travel and make the U.S. an expensive destination, especially for key markets such as Brazil, India, and China.

I just got back from the U.S. Travel Association’s Destination Capitol Hill meetings, where I met with Democratic and Republican members of the Senate and House to advocate for our industry competitiveness and the broader message that international travelers must feel welcome here. They are listening. Their response has been positive. But political solutions take time.

These headwinds are beyond the control of tourism organizations or businesses. What the region can control is showcasing its welcoming culture. Among travelers who already find the American South appealing, only 12% say they would not make the trip because they don’t feel welcome in the U.S. That gap is closeable. It is critical to make international travelers feel welcome, especially during these tense times.  

If genuine hospitality and authentic regional experiences are what cut through the noise of geopolitics and headlines, what uniquely local welcoming story aren’t you telling your international markets yet? 

The American South’s combination of cultural and natural heritage, cuisine, slow travel, and genuine value is exactly what global travelers are looking for right now. We need more good news, just like Artemis II. Being connected to something larger than ourselves. From my perspective, tourism is the only industry that can deliver that promise. 

With Gratitude,