Missouri Global Marketing

Travel South USA maintained visibility through media famils, trade trainings, and high-profile industry events such as ATIA Beyond Borders and the NTIA Awards.

While domestic and short-haul travel dominates, the U.S. remains aspirational, with value-driven, wellness, and cultural itineraries appealing to future travelers.

Strategic collaborations, upcoming missions, and integrated media outreach are positioning the South as a compelling and authentic destination for 2026 recovery and growth.

The region received extensive media exposure across 13 articles and social posts featuring all partner states.

Despite a minor dip in U.S. bookings, interest in authentic, music-driven, and nature-based travel to the American South remains high.

Strategic airlift expansions to Atlanta and renewed storytelling through newsletters and social media continue to sustain momentum across Dutch and Belgian markets as planning begins for FY26 marketing and media initiatives.

Highlights included major event participation at ABAV Expo in Rio de Janeiro and BTM in Fortaleza, along with creative trainings such as BWT’s Halloween Train and Diversa’s “Tricks & Treats.”

More than 670 agents were trained this month, while media impressions surpassed 3.8 million.

As air connectivity strengthens and travelers seek authentic, wellness-focused, and multi-destination experiences, Travel South USA continues to position the American South as an inspiring, culture-rich destination for Brazil’s resurgent outbound market.

Despite a 20% year-over-year dip in U.S.-bound travel, media interest remained strong with 13 press meetings and multiple confirmed FAM participants.

Trade relations advanced through meetings with key partners such as Paramount Travel, Porter Airlines, and Travelsavers, while newsletters achieved engagement rates above industry benchmarks.

With Air Canada expanding southern routes and traveler confidence stabilizing, Travel South USA remains well-positioned to leverage storytelling, regional connectivity, and cultural tourism to attract Canadians seeking value, authenticity, and unique cross-border experiences.

Highlights included finalizing journalist participation for the 2025 International Showcase, coordinating the 2026 Pan-European Roadshow logistics, and expanding partnerships with JetBlue and Air Canada.

French media engagement featured press outreach themed “Trick or Treats: Spooky, Sweet, and Savory October Eats & Drinks”, while social campaigns achieved over 18,000 Facebook views.

Despite a 29% decline in U.S. travel bookings, optimism remains high with travelers seeking authentic, cultural, and culinary experiences—positioning the American South for renewed growth in 2026.

Coverage included seven earned media placements featuring southern cuisine and culture, along with ongoing trade activations reaching over 6,600 agents and 300 media partners.

Fifteen agencies—including Thomas Cook, Veena World, and DreamTrip4U—participated in training and itinerary development for 2026. Social channels showed steady growth with increasing engagement, while market trends highlighted India’s booming outbound sector and expanding aviation connectivity.

With visa processing times improving, momentum for U.S. travel remains strong.

The team conducted 14 trade meetings and two webinars, training 96 agents, while publishing 36 media articles generating over 739,000 impressions.

Highlights included ongoing co-marketing with America World, Going, and Konrad Travel, and strong participation in Visit USA webinars and TTG Rimini. Media outreach showcased southern U.S. destinations through Halloween and autumn campaigns, while Italian arrivals to the U.S. rose 7.4% year-over-year.

The market continues to value authentic, flexible, and culturally immersive travel experiences.

The team trained 245 travel agents across Oslo, Helsinki, and Stockholm during Brand USA events, while meetings with eight key operators—including FDM Travel and Swanson’s—advanced cooperative campaigns and 2026 catalog planning.

PR outreach achieved over 8.8 million impressions through 19 published articles, and the “Experience Halloween in the South” newsletter reached a 34% open rate.

Despite cautious long-haul sentiment, interest in authentic, multi-state U.S. experiences remains strong, with positive recovery expected into early 2026.