Louisiana Global Marketing

While overall declines are expected, growth is forecasted from India, Japan, and Brazil, with Australia remaining steady. Top markets include Canada, the U.K./Ireland, Australia, DACH region, and France. Louisiana’s global reach is reinforced by $87 billion in annual exports and nearly 7,000 international students.

Access through New Orleans and other regional airports, plus Travel South USA marketing and neighboring state proximity, enhances appeal. The state’s rich cultural assets continue to attract high-value, experience-driven international travelers.

Global Partner Reports

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

Despite a dip in overall arrivals, Travel South USA (TSUSA) maintained stable visitation, supported by strategic trade meetings, media engagements, and training initiatives. New air routes and marketing programs boosted interest in southern destinations.

PR outreach and digital content countered negative media with positive stories and insider knowledge. As election tensions and currency fluctuations affect travel behavior, TSUSA remains focused on reinforcing demand with trusted messaging, market insight, and continued partnerships across the region.

Coverage included 13 articles and two newsletters highlighting Southern food, culture, and destinations like Kentucky and Louisiana. Social media activations and newsletter campaigns drove engagement, while in-person training and bourbon tastings reinforced regional knowledge among travel agents.

Despite some travel hesitancy due to media narratives, Dutch and Belgian markets remain mature and resilient, with long U.S. trip durations and rising travel affordability due to a weaker U.S. dollar. The outlook remains optimistic with new initiatives and campaigns on the horizon.

Participation in IMM Travel Media and WTM Latin America drove exposure and built partnerships, while newsletters and PR campaigns emphasized Southern cuisine and culture. Online training sessions spotlighted Kentucky, boosting trade enthusiasm.

Although Brazil’s U.S. travel growth remained modest at 0.2%, robust economic performance and growing disposable income indicate future potential. With Brazil emerging as a leader in sustainable aviation fuel production, opportunities for deeper regional travel integration and increased connectivity are on the horizon.

Despite this, the team exceeded KPIs, securing high-value media coverage, training over 100 agents, and deploying a successful culinary newsletter. Participation in Global Summit and trade engagements kept the South top of mind.

With Canadian travel to the U.S. down due to safety concerns and policy changes, domestic travel surged. Economic indicators suggest cautious optimism ahead, bolstered by a stronger Canadian dollar. Continued trade and media engagement will be key to regaining traveler confidence and driving U.S. South visitation.

Despite a 6% year-over-year drop in Q1 U.S. arrivals, summer bookings to the U.S. are trending upward, buoyed by a favorable exchange rate and a 17.3% summer booking increase.

TSUSA’s culinary-themed media outreach and strong newsletter engagement helped drive interest, while travel agents reported enthusiasm for immersive Southern experiences. Continued focus on experiential travel and product development positions the South well for French travelers seeking authenticity.

Highlights included a successful webinar on the “Rhythms of the South,” extensive press coverage, and coordinated fam trips during Global Media Week. Culinary campaigns and a high-performing newsletter bolstered awareness of Southern destinations like Atlanta, New Orleans, and Nashville.

Despite a complex market outlook, Italian outbound travel to the U.S. grew 0.3% in Q1. With spring travel booming and summer demand expected to rise 5–10%, TSUSA continues to engage key partners and media to position the South as an authentic and desirable destination.

Participation in Swanson’s Travel USA Day, PATA events, and ongoing discussions with FDM and Tourism Exchange reinforced trade ties. A Michelin Guide-themed newsletter and developing press trip plans built media momentum.

Despite market challenges and soft U.S. travel demand, long-haul interest remains. Air connectivity improvements and experiential itineraries are creating renewed excitement. The South’s immersive, nature-filled offerings and warm hospitality continue to resonate strongly with Nordic travelers and trade partners alike.