Kentucky Global Marketing

Despite overall downturns, growth is expected from India, Japan, and Brazil, while Canada’s spend is forecasted to drop 19%. Top markets include Canada, the U.K./Ireland, Brazil, DACH region, and India. Kentucky’s $48 billion in exports and over 10,000 international students underscore its global ties.

Key access points through major U.S. airports and regional proximity enhance appeal. Travel South USA’s marketing support helps attract high-value travelers interested in the South’s culture, nature, and authentic heritage experiences.

Global Partner Reports

The March Global Partner Reports have been completed and added to your Research Hub.

Highlights included strong activations at the Auckland Travel Expo, Global Week, Flight Centre training, and the Concrete Playground “See the South” campaign. Over 2.3 million earned media impressions were recorded in March, with trade and PR newsletters achieving strong open rates. Despite currency fluctuations and cost-of-living pressures, Australians remain eager to travel, with interest in authentic, value-driven Southern experiences continuing to rise​.

A Brand USA webinar attracted 49 travel agents and emphasized the South’s cultural appeal. Despite economic uncertainty and high U.S. travel costs, interest in authentic, off-the-beaten-path experiences remains high. Some operators report increased demand for Canada, but storytelling on food, music, and nature continues to resonate. Initiatives like newsletters, fam planning, and the WideOyster campaign aim to sustain momentum across Dutch and Belgian markets​.

Training sessions in São Paulo and Ribeirão Preto attracted nearly 150 agents, highlighting South Carolina and GPP destinations. Brazilians remain eager to travel despite rising prices, heavily influenced by social media and digital content. Domestic tourism is booming, yet international interest remains strong for authentic U.S. experiences. Brazil’s tourism sector is poised for continued growth in 2025 amid rising disposable income and market optimism​.

Six Canadian journalists participated in Global Summit FAMs, with future coverage expected. Travelers remain hesitant due to cost, security, and visa concerns, though cultural and culinary tourism still appeals. Marketing efforts paused amid shifting sentiment, but new routes and strategic media engagement continue to support Southern destinations. Travel interest is cautious but resilient, especially among Gen Z and luxury-minded travelers​.

Highlights included a trade campaign with Sainte-Claire generating $100K in sales and $375K in quotes, and a Nashville fam trip planned with Icelandair. March PR efforts yielded 37% media open rates, and TSUSA gained exposure through consumer shows and travel media like Masculin.com and Prestige Magazine. Despite economic pressures and cautious sentiment, French travelers continue to seek immersive cultural, culinary, and music-based experiences across Southern U.S. destinations​.

Highlights include webinar training on equestrian tourism, the Showcase USA-Italy event in Turin, and preparations for Global Week, where four top journalists were confirmed for Southern U.S. fams. Media coverage centered on Louisiana’s Mardi Gras and the South’s culinary and cultural richness. Italian operators continue expanding Southern U.S. itineraries, with growing interest in Tourism Exchange and B2B platforms. Demand remains strong among high-spending Italian travelers seeking tailored experiences beyond traditional gateway destinations​.

While interest in the Southern U.S. remains, media sentiment around the U.S. has cooled due to political developments, particularly in Denmark. Coverage included features on Southern destinations, while newsletters highlighted photogenic places across the region. Although some tour operators paused U.S. marketing, demand persists for road trips and hidden gems. Engagement with agents and journalists continues as TSUSA navigates cautious yet receptive Nordic travelers​.