Travel South USA’s engagement in Italy remains strong with increased trade and media activity. March saw 24 trade meetings, 1 training session with 85 agents, and 43 media placements generating nearly 2 million impressions. TSUSA had a significant presence at Showcase USA-Italy 2025 in Turin and is preparing four top-tier Italian journalists for Global Week press trips. Tour operators continue to develop and promote Southern itineraries, with heightened interest in B2B tools.
Trade & Media Engagement
Participation at Showcase USA-Italy in Turin included 19 trade and 6 media meetings. Follow-ups resulted in new itineraries and co-marketing opportunities. A March 11 webinar on equestrian tourism drew 85 travel professionals. Tour operators such as America World, Go America, and CREO are launching or expanding escorted tours and FIT products in the South. Italian media coverage spanned cultural themes—Mardi Gras, music trails, and food rankings—with 43 articles published in March, including major outlets like La Repubblica, Vanity Fair, and Elle.
Market Trends & Travel Demand
Italy remains a high-potential, high-spend market. U.S. remains the #1 long-haul destination for Italians. The trend toward last-minute bookings continues, and consumers prefer unique, thematic travel such as music, food, and heritage. Smaller tour operators dominate and are seeking product support and image assets. Political concerns and media narratives have softened some sentiment but demand remains steady, especially for tailored, premium products.
Key Takeaways & Next Steps
- Prioritize product education and fam support for operators developing Southern U.S. itineraries.
- Amplify editorial coverage from Global Week with journalists from Traveller, Donna Moderna, and SiViaggia.it.
- Expand awareness of Tourism Exchange and provide assets for B2B integration.
- Maintain visibility through seasonal training, Italian media relations, and consumer-facing PR campaigns.
