Kentucky Global Marketing

Economic headwinds—low AUD, high U.S. prices—continue to impact demand, though outbound Australian travel overall remains strong. Travel trade engagement included 15 meetings and training for 6 agents. Media activity reached 14.4M impressions.

Market trends show resilient travel demand, rising Christmas bookings, and strong interest in cultural, culinary, and authentic experiences. Strategic opportunities lie in value-driven messaging, modular itineraries, and leveraging Texas access for increased Southern U.S. tourism.

Media features ranged from West Virginia’s national parks to North Carolina’s Sunset Beach. Dutch travel intent remains high (88%), with nature and road trips as top motivators, though high U.S. travel costs are a concern.

Last-minute bookings are on the rise, with lead times down to 66 days. Upcoming initiatives include expanded social media campaigns, participation in Visit USA events, and major consumer activations such as Joker Reisbeurs and Connections AmeriCan Day

Engagement focused on promoting key Southern routes—Coastal, Beer/Bourbon/Whiskey, and Music—and inspiring tailor-made itineraries. Market trends show Brazil as the third-largest overseas source for U.S. tourism in May, with gastronomy (69%) a leading travel motivator.

New U.S. visa policies and a $250 fee starting October 2025 may affect demand. Expanded flight connectivity between Brazil and the U.S. offers new growth opportunities for inbound tourism to the Southern states.

Nine trade meetings connected with key operators, with mixed participation in the upcoming International Showcase due to market softness. Canadian transborder travel fell -16.8% year-to-date, with auto trips down -24% and air travel down -10.9%.

Luxury and experiential travel remain strong segments, and last-minute bookings are rising. Expanding airlift, new trade resources, and targeted media missions aim to position the South as a culturally rich, exclusive, and emotionally resonant destination.

July activities included sales calls with agencies such as Voyages Rêves du Monde and Leclerc Voyages, plus media meetings with GEO, Voyager Magazine, and Gault & Millau.

Market conditions remain mixed: French travel to the U.S. is up 7.45% vs. 2023 but down 8.42% from 2024, with political tensions a factor. Stronger euro and interest in lesser-known U.S. regions offer opportunities for growth.

July activities included developing PR and social media strategies, generating 11 media clippings from the appointment announcement, and finalizing trade target lists.

India remains the #2 overseas market for U.S. arrivals, with 1.09M visitors YTD. Market trends show strong growth from Tier 2 and 3 cities, rising premium travel demand, and expanding luxury segments. Upcoming plans include trade training, digital campaigns, and curated media content for September.

Italian outbound travel is recovering, with the U.S. ranking fourth among long-haul destinations, driven by strong interest in cultural experiences, road trips, and culinary tourism. Economic challenges persist, including inflation and high travel costs, but the euro’s strength supports U.S. travel affordability.

TSUSA’s partnerships with top Italian tour operators and targeted storytelling continue to position the South as a culturally rich, high-value destination for Italian travelers.

Meetings with SAS, USA Tours, Cowboy Reiser, and Discover America Sweden explored trade activation and event participation.

Market conditions remain challenging: the U.S. dropped out of Denmark’s Top 10 travel destinations, and major operators report sales to the U.S. are down 50%. Opportunities remain in cultural and festival-focused travel, influencer-driven content, and expanded industry engagement platforms.