Kentucky Global Marketing

Key trade initiatives included the Flight Centre Head Office Briefing, Auckland Expo planning, and the Concrete Playground “See the South” campaign launching in March. Airline updates featured Delta’s new Melbourne–LAX service beginning in December 2025. Media engagement continued with 28 articles generating 8.2 million impressions. Future efforts will focus on trade training, media outreach, and major travel expos.

Trade engagement focused on Global Week preparations, with five confirmed participants. The market remains strong, with 78% of Dutch travelers planning international trips. AI-driven travel planning is emerging, but traditional agencies still dominate. The ITB Berlin trade show saw a 5% exhibitor increase, reflecting global tourism recovery. Upcoming initiatives include newsletter campaigns, travel expos, and expanded storytelling projects.

The Travel South USA Brazil Mission in Rio de Janeiro and São Paulo featured over 60 trade meetings, 20 media appointments, and live music from Super Chikan, showcasing regional culture. Media efforts included 78 published articles generating 5.3 million impressions. Demand for luxury and experiential travel remains high, despite economic fluctuations and rising airfare costs. Future initiatives focus on Global Week media participation, agent training, and expanding trade partnerships.

Economic concerns, including rising U.S. tariffs and a weak Canadian dollar, impact travel sentiment, though Canadians remain eager to travel. The Baxter Agent Training with North Carolina continued to educate trade partners. Airline disruptions, including 1,290 Air Canada flight cancellations, affected travel. Future initiatives focus on trade training, media partnerships, and strategic consumer outreach.

Media efforts included a Tourmag feature on the Travel South International Showcase, achieving 119,580 contacts and 6,400 video views. Despite a 15% decline in U.S. travel bookings, interest in nature, culture, and music-driven tourism remains strong. Future efforts focus on trade training, media partnerships, and experiential travel promotions.

Media outreach included 38 published articles generating over 1 million impressions, covering destinations like Louisiana, Tennessee, and the Carolinas. Key trade events included Showcase USA-Italy in Turin and upcoming Visit USA webinars. Despite economic challenges, 65% of Italians plan to travel this summer, with increasing interest in multi-state itineraries and cultural tourism. Future efforts will focus on trade training, media collaborations, and experiential marketing.

Swanson’s USA Day preparations are underway, promoting southern destinations to Nordic travelers. Trade meetings with top operators emphasized music, history, and road trip itineraries. Media outreach included a regional newsletter campaign and upcoming press collaborations. Despite economic uncertainties, interest in U.S. travel remains steady. Future efforts will focus on expanded trade training, Icelandair partnerships, and destination storytelling.