Kentucky Global Marketing

• Shift toward value-driven and experience-based travel
• Shorter booking windows and cautious consumer sentiment
• Growth in digital influence and AI-driven discovery
• Strong alignment with Southern U.S. product strengths
• Global Week / Showcase momentum building
• Airlift, access, and global events remain key opportunities

While Australian visitation to the U.S. softened year-over-year, interest in the South remains resilient, supported by targeted campaigns, trade outreach, and strong storytelling around culture, music, and cuisine.

On-the-ground activity across Australia and New Zealand—including sales calls, training programs, and media engagement—continues to build momentum. With global travel demand shifting toward value-driven destinations, the South is well-positioned to capture future growth by leveraging its unique experiences and increasing awareness through strategic partnerships and content.

Strong media placements, social storytelling, and targeted newsletters continue to keep the region visible, while trade engagement remains active across key partners in the Netherlands and Belgium.

However, softer booking trends and shifting traveler sentiment—driven by geopolitical factors and perception challenges—are impacting demand for U.S. travel. Despite this, interest in road trips, nature, and cultural experiences aligns well with the South’s strengths, positioning the region to capture future demand through strategic messaging, value positioning, and continued trade and media engagement.

High volumes of meetings, agent trainings, and media placements are reinforcing the region’s visibility and positioning across this key international market.

At the same time, evolving consumer behavior is reshaping how Brazilian travelers plan and book trips, with increased reliance on digital platforms, direct channels, and curated experiences. Growing demand for culture, history, and urban exploration aligns closely with the South’s strengths, creating opportunity to capture interest through targeted education, storytelling, and strategic partnerships.

While trade and media activity remains steady, Canadian demand for U.S. travel is showing signs of caution, influenced by economic pressures, currency considerations, and shifting global travel preferences.

At the same time, engagement channels are strengthening—particularly social media, which has seen significant growth, alongside targeted PR placements and trade outreach. As travelers increasingly favor shorter, flexible trips and value-driven experiences, there is a clear opportunity for the South to align messaging with convenience, accessibility, and culturally rich itineraries.

Long-haul bookings—particularly to the United States—are down significantly, influenced by economic pressures, geopolitical perceptions, and increased competition from alternative destinations.

Despite this, engagement across trade, media, and consumer channels remains strong. Strategic activations—including roadshows, media recruitment, and consumer events—are maintaining visibility and interest in the South. With travelers becoming more selective and value-driven, there is a clear opportunity to focus on experiential storytelling, cultural depth, and targeted trade partnerships to sustain momentum.

With U.S. visitation from India up significantly and strong long-term visa access, the market presents sustained opportunity—particularly among repeat travelers seeking diverse, culturally rich itineraries.

February activity reflects solid momentum across trade, media, and digital channels. High-value engagements, including in-person trainings, product development discussions, and targeted media placements, are strengthening market positioning. As outbound travel expands beyond major metros into Tier 2 and 3 cities, Travel South USA is well-positioned to capture demand through tailored itineraries and continued trade partnerships.

February activity underscores strong engagement across trade and media, supported by major in-market events, co-marketing campaigns, and targeted training initiatives that are expanding awareness of Southern destinations.

Momentum was particularly strong across trade development and media coverage. Key highlights include participation in BIT Milan, Visit USA Forum engagement, and a high-performing webinar with 167 agents. With 207 agents trained in February alone and more than 2.3 million impressions generated, Travel South USA is strengthening its position through strategic partnerships and consistent storytelling.

February activity reflects steady engagement across trade, media, and marketing channels, helping maintain awareness and positioning for the South among high-value Nordic travelers.

While booking patterns remain cautious, the market continues to favor experiential travel, including nature, road trips, and cultural exploration—strong aligns with Southern offerings. With travelers planning further in advance and seeking meaningful, immersive experiences, Travel South USA is well-positioned to grow share through targeted trade partnerships, compelling storytelling, and continued visibility in this resilient market.