Mississippi Global Marketing

Direct airlift from Texas and New York fueled new demand, while California and Hawaii lost share.

Gate 7 advanced key initiatives, including mission planning, media famils across Tennessee and the Blues Highway, and strong PR coverage through Explore and Women’s Weekly.

As consumers stay price-conscious, the South’s authentic culture and immersive storytelling continue to drive meaningful interest and market differentiation.

Market insights show growing demand for luxury and slow travel—emphasizing authenticity, wellness, and longer stays. While online travel spending declined, optimism for 2026 remains high.

Upcoming initiatives include major consumer events such as the Joker Reisbeurs, Connections AmeriCan Day, and continued campaigns with Wideoyster and The Outdoors.

Training events with Agaxtur and Brand USA linked Travel South storytelling to FIFA 2026 host cities, enhancing visibility and alignment with major sports tourism.

Despite a 25% decline in U.S. visa issuance, Brazil remains the third-largest outbound market to the U.S., supported by aviation growth, record domestic tourism investment, and steady traveler interest in value-rich American destinations.

Despite an 18.7% decline in outbound U.S. travel, editor interest in the South’s culinary, cultural, and sports tourism remains strong. Campaigns with Baxter Media highlighted Arkansas, Kentucky, South Carolina, and West Virginia, achieving a 37.7% open rate.

With airlift adjustments and market sentiment stabilizing, Canada remains a strategic, relationship-driven market primed for recovery in 2026.

Media outreach promoted “Biking & Hiking in the Outdoors,” while social content drove a 600% increase in reach.

Despite a 7% dip in U.S. bookings, France remains the top long-haul market for the U.S., supported by solid airlift and rising demand for authentic, cultural, and culinary experiences. Strong IFTM trade show attendance further signals a promising rebound heading into 2026.

Engagement with leading travel operators such as Veena World, DMC Bazaar, and Fanatic Sports focused on integrating Southern itineraries into FIFA 2026 packages. The “Explore the Outdoors” e-newsletter achieved a 43% open rate among trade partners.

With India’s travel economy expanding 6–7%, demand for authentic, experience-led travel to America’s South shows strong potential into 2026.

Major coverage in Condé Nast Traveller, Vogue Italia, and TGCOM24 highlighted Alabama, Kentucky, Louisiana, and Tennessee. The “Biking & Hiking in the Outdoors” newsletter performed strongly, while new airlift and co-branded projects expanded reach.

Italian travelers continue seeking authentic, experiential itineraries—setting the stage for growth heading into TTG Rimini, Showcase, and the 2026 campaigns.

The monthly newsletter achieved a 31% open rate, and editors from Matka, Café, and King expressed strong interest in future press trips.

Despite event postponements and travel regulation updates, consumer enthusiasm for authentic, outdoor-focused U.S. experiences remains high, positioning Travel South USA for continued growth into FY26.