Italy Global Reps

Trade & Media Engagement

In December, the program delivered 11 trade meetings/trainings and trained 90 travel advisors. The team maintained active follow-up with multiple tour operator partners, including itinerary development discussions with Idee Per Viaggiare and continued engagement tied to International Showcase outcomes.

Hopscotch secured a premium presence for the Visit USA Forum for travel agencies (Feb. 27, 2026), including a presentation slot and exhibition desk to reinforce Travel South USA’s profile with retail trade.

Market Trends & Travel Demand

Italian travelers are increasingly booking well in advance and prioritizing quality experiences and planning certainty. Growing segments include sustainable travel preferences (“Generation B”), value sensitivity for holiday travel, and rising interest in “slow travel” focused on authentic discovery and less commercialized destinations.

Air connectivity developments and major 2026 events are also shaping forward demand.

Key Takeaways & Next Steps

• Complete International Showcase follow-up and publish the post-activity report.
• Convert co-marketing momentum into new itineraries and partner sales initiatives.
• Deliver January Visit USA and operator newsletter/social activations for sustained visibility.
• Execute Going webinar and finalize the next thematic trade event for early 2026.
• Maintain PR storytelling aligned to festivals, music, culture, and experience-led travel.

The approach integrates trade, media, and consumer strategies. Trade engagement includes expanding partnerships with key tour operators, delivering tailored training sessions, and enhancing U.S. South product representation in Italian catalogs. Media efforts will focus on lifestyle and travel publications, influencers, and broadcasters to showcase music heritage, gastronomy, and local traditions. Consumer-facing initiatives will use co-branded campaigns, digital storytelling, and themed events to drive awareness and intent.

Core messaging emphasizes Southern hospitality, regional diversity, and experiential travel. KPIs measure growth in trade training reach, increased tour operator offerings, and amplified earned media, ensuring the Southern USA maintains a strong competitive edge in the Italian market.