2025–2026 Travel South USA Business Overview

Showcasing the South. Expanding Global Reach

Travel South USA is the official regional destination marketing organization for the Southern United States. Representing 12 member states, our mission is to elevate the South as a top-tier global destination through strategic marketing, trade partnerships, and authentic storytelling.

A Unified Strategy for Global Growth

The 2025–2026 strategic plan is built on a full-funnel approach to marketing that spans every phase of the travel journey:

  • Awareness: We showcase the South’s charm—music, culture, cuisine, and outdoor beauty—to capture global attention.
  • Consideration: Through events, multilingual content, and global representation, we deepen engagement and help travelers plan their trips.
  • Conversion: Our efforts drive bookings by promoting bookable products and connecting with receptive tour operators and travel trade.
  • Advocacy: We empower visitors to become ambassadors, sharing their experiences and fueling word-of-mouth growth.
  • Measurement: Data-driven insights from market research and partner feedback guide ongoing campaign optimization.

This strategy is supported by partnerships with global representatives, collaborative campaign planning, and a focus on high-return markets—ensuring that every dollar invested delivers measurable results.

Global Partner Program: Collective Strength

Through the Global Partner Program (GPP), member states pool resources to fund year-round marketing, trade, and PR efforts in key international markets. These in-market teams extend our reach in Europe, Asia, Oceania, Latin America, and Canada—offering state-level partners access to opportunities that would otherwise be out of reach. The result: broader visibility, greater efficiency, and more visitors across the region.

Signature Events that Drive Results

Travel South USA hosts high-impact annual events that foster deep connections between Southern destinations and key global audiences:

  • International Showcase – A premier B2B marketplace that drives bookings and strengthens trade partnerships.
  • Global Media Marketplace – One-on-one meetings and curated FAM tours designed to generate earned media coverage in top international outlets.
  • RTO Product Development Workshop – A hands-on event with receptive tour operators to co-create new, market-ready Southern itineraries.

By creating direct paths from inspiration to action, these events play a key role in driving international visitation and economic impact across the South.