North Carolina Global Marketing

September 2026 Global Market Highlights Include:

• NC Tourism confirms promotion around the Hurricanes’ NHL games in Helsinki (Nordics)
• Ski options highlighted at the São Paulo media breakfast; North Carolina gaining visibility as a winter family option via Copa (Brazil)
• Le Club Golf discusses a golf trails visibility campaign for both Carolinas (France)
• Scenic byways post is the month’s top performer on Facebook and Instagram (Benelux)
• Tail of the Dragon and Waterfall Byway featured in road trip coverage; “Explore North Carolina” package (AUNZ)
• Featured in the MICHELIN Keys guide and Golden Ticket Awards coverage (Italy)
• Blue Ridge Parkway featured by Bespoke Serenity; Kesari Select, Tibro and Kulin Kumar focus on North Carolina (India)

Highlights included a New Orleans feature from a Travel South-hosted writer, a Nashville Dolly Parton exhibition piece and a Deep South touring guide.

On the trade side, Gate 7 trained 36 agents, hosted a Route 66 Missouri webinar with Helloworld, and sent its first trade and PR newsletters to nearly 4,000 contacts. New Southern itineraries were promoted by Travel Managers, TripaDeal and TravelUSA.co.nz.

A new monthly trade and media newsletter launched with a photo-ready road trip theme, and a fireflies-themed Facebook campaign hit the annual follower goal in two weeks.

In the media, 35 articles were published, including a Mobile, Alabama feature in America Magazine and national coverage of Nashville’s airport renaming in honor of Dolly Parton. A 20-page Dolly Parton tribute in Avant Garde is planned for November.

A media breakfast in São Paulo previewed IPW 2027 in New Orleans for 28 journalists, and a Tennessee-themed online training drew 106 travel professionals. The “Sunrise to Sundown” newsletter reached more than 12,000 trade contacts.

On the trade side, Travel South was the main destination partner at a Whiskey & Bourbon event at the U.S. Consulate in São Paulo. It also met with luxury operators Teresa Perez and Queensberry, and began talks with Brand USA on a multi-state road trip project.

The “Sunrise to Sundown” trade newsletter achieved a 64.67% click-through rate, and nine media meetings advanced story leads for 2027.

Trade meetings with operators including Trafalgar, Voyages Gendron, Kensington Tours and CAA Niagara focused on experience-led packages built around music, sports, food and festivals. Six buyers and two trade journalists are confirmed for International Showcase in Nashville. Planning is also underway for a “Taste the South” pavilion at Toronto’s T.O. Food & Drink Fest.

A consumer press release on Southern road trips reached 1,002 media. Coverage included an in-depth Kentucky–Tennessee–Alabama road trip story and AMERICA Journal’s “Going South” print section.

On the trade side, master marketing agreements are signed with six key German and Swiss tour operators. Eleven operators and two trade journalists are confirmed for International Showcase. CMT Stuttgart also offered VIP hosting and a possible concert featuring a Mississippi musician.

A GEO magazine press trip along the Mississippi River through five states also wrapped, with the feature expected in early 2027.

On the trade side, B World Communication met with more than a dozen operators about training and product needs, and presented to 45 agents at a Visiteurs roadshow in Rouen. Fourteen articles generated more than 5.2 million impressions, and a Tourmag journalist will cover International Showcase.

New product listings from Tratoli and Grand Travel Planners added Charleston, New Orleans, Atlanta, Nashville, Kentucky and Mississippi to Indian itineraries.

Bespoke Serenity featured Southern road trips and Rhythms of the South in a newsletter to 13,500 recipients. Earned media covered Southern horseback adventures, honeymoon destinations and Nashville’s MICHELIN-recognized restaurants. Paid social also generated nearly 490,000 Facebook video views.

Four of the five have already committed to complimentary promotional campaigns in return. Italian delegates for International Showcase in Nashville are also completing final arrangements.

In the media, 23 articles generated more than 540,000 impressions. Coverage was led by DollyFest 2027 in Nashville, the Route 66 centennial and a Repubblica piece on a new Muhammad Ali series. The “Sunrise to Sundown” trade newsletter reached nearly 9,000 contacts with a 27.8% open rate.

The Hablo launch was the key message at each event, and the Travel South Hablo page is nearing 500 followers.

Key trade partners are re-engaging: REJS is sharing launch communications with around 400 agencies, and FDM Travel will restart activity in January. Travelmore picked up content from the “6 Roadtrips” newsletter, and Finland’s Mondo special issue is on track for April 2027. North Carolina also confirmed promotional activity around the Hurricanes’ NHL games in Helsinki.