GLOBAL PULSE:  The Anchor Holds

Greetings, Travel South Partners,

Travelers are taking longer to finalize bookings. Airfares are up. Canada’s recovery has been slow. At the macro level, the Middle East conflict, supply chain risks from the Strait of Hormuz crisis, oil prices, elevated inflation, and Spirit Airlines ceasing operations are top of mind. In other words, waves are real.

Last weekend, I had a chance to listen to German industrialist Henning Strauss at Pepperdine University’s commencement. His story is inspiring. His planned move to New York City had to be canceled because of 9/11. Instead, he found himself back in a small town in Germany, learning to run his family’s company. Twenty-five years forward, a small manufacturer is now a billion-dollar economic engine.

His words stayed with me:

When the waves get rough, what keeps you from drifting is your anchor.

When you are grounded in who you are, you carry your perspective into the new.

That is exactly what we are seeing in the international markets today. The waves are big. And Travel South USA’s global partners continue to strengthen relationships with their local partners abroad every single day. Here is what we are hearing from the field this month.

New air routes are opening from Europe and beyond.

The region’s largest hubs connect to around 90 international destinations from Atlanta and 60 from Dulles International in Virginia. More is on the way. Etihad opened a brand-new direct flight from Abu Dhabi to Charlotte on March 20. And passengers can clear U.S. Customs preclearance in Abu Dhabi, arriving in Charlotte as domestic travelers. Outside the region, United introduced a Newark–Bari route, and Gol begins a direct connection from Rio de Janeiro to New York City’s JFK in July. 

Travel South USA’s global partners are building demand and strengthening relationships for the American South worldwide. The travel trade landscape remains fragmented and relationship-oriented. That reality makes continued dialogue, visibility, and in-market engagement more important than ever. Trade and media meetings advanced in Paris and London as part of the TSUSA Pan-European Roadshow. Product placement and partnership discussions targeted markets in France, Benelux, the U.K., Ireland, the DACH Region, and the Nordics. Additional trade meetings were held in Milan during the USA-Italy 2026 event. Interest from the Italian market is robust, and trade partners continue to promote the region on social media, particularly through video content. 

Brazil produced thirty trade meetings in March, alongside a new Lusanova monthly training program. Interestingly, Brazilian travelers are shifting away from viewing travel simply as an escape, instead treating it as a form of “personal reorganization.” 

Indian trade and media discussions logged over 100 meetings this year. Rising incomes and a “you only live once” mindset encourage travel spending among Indian travelers. The Nordics will roll out the Hablo platform this fall, a digital hub where travel agents, operators, and brands interact, access bite-sized training, and share marketing content to drive sales. And in Canada, thematic group tours remain strong among French-Canadian travelers. There is an appetite for nature, culinary, and historical tours. All of these immersive cultural experiences showcase the Travel South Region’s distinctive and diverse offerings.

Cost pressure continues to shape travel demand and behavior. I expect travelers to seek better value for their money when making travel decisions. And that is shifting what they buy as much as whether they buy at all. Fortunately, the American South is well-positioned with its travel product offerings and pricing.

The move toward curated, immersive experiences is becoming the norm. Slow travel, especially, is alluring to many. Travelers view it as a means to connect and promote well-being.

Italian travelers are explicitly asking for off-season, slower-paced itineraries, and Brazilian operators are building momentum around the same.

Food is also becoming more experiential. Travelers increasingly favor foodie tours, markets, cooking classes, and regional ingredients.

Multigenerational family travel is shaping demand in a different direction from that of the affluent 65+ traveler, who prioritizes comfort and quality. Family travel attracts travelers from all age groups, especially from Canada, the Benelux, and Brazil.

Bleisure travel demand is solid: 54% of international travelers who find the American South appealing combine work and leisure travel, making it an underexploited extension product for destinations with a strong business gateway.

And niche thematic interests, including music heritage, the Civil Rights Trail, wellness, and nature, have become part of the itinerary, with operators actively packaging them.

For well-being, nature, and the outdoors, both Brazil and India show growing interest in health and wellness tourism. Therapeutic nature trails, natural spas, and active experiences are all part of the travel journeys. Italy notes strong interest in national parks and slower-paced outdoor itineraries.

The new air routes and the work of global partners are building real demand. Culturally curious travelers are clearly evident in what we hear from the field. Destinations are no longer competing on price and infrastructure alone, but on their ability to help travelers find meaning and connection.

Trade and media relationships are the anchor. It is what holds when the macro headlines wobble. And every one of these anchor points tells the same story: there is real interest in the U.S., despite the waves we are facing right now. 

The macro is loud.

Don’t let it drown out what is louder underneath.

With Gratitude, 

Listen to the Google NotebookLM podcast: