Rhythms of the South Global Marketing

• Travel South states experienced a slight dip in Australian arrivals in May but remain up year-to-date.
• Trade engagement surged with over 170 meetings and 530 agents trained, while media coverage earned 91+ million impressions.
• Regional Australians represent an untapped, high-spending market. Campaigns like the Concrete Playground and successful IPW events bolstered visibility.
• Media shifts and airline developments present opportunities. Upcoming efforts focus on FY26 planning, famils, and deepening partnerships to capture evolving traveler demand.

June highlights include:

• Strong IPW attendance, active media coverage across West Virginia, Alabama, and Tennessee, and 12 new articles reaching over 186,000 impressions.
• Delta’s resumed Atlanta-Brussels service opens fresh opportunities. Market trends show growing interest in value-driven and package travel, especially among families.
• Nine Benelux operators confirmed for the 2025 International Showcase.
• Travelers favor culturally immersive and affordable experiences—aligning perfectly with Travel South’s offerings.
• Messaging that emphasizes free activities, local charm, and off-season appeal is resonating well with agents and media.

• The “Free Things to Do in the South” campaign gained traction through media releases and newsletters.
• Strategic focus included FIFA Club World Cup tourism, Queensberry and Diversa Turismo trainings, and rising interest in motorhome travel for the 2026 World Cup.
• Economic pressures persist, including airfare tax hikes and a major Brand USA budget cut.

However, southern U.S. states remain well-positioned for value-seeking Brazilian travelers eager for immersive, affordable, and culturally rich experiences.

• Media outreach generated over 103 million impressions YTD, with strong engagement from key publications and influencers.
• Campaigns like the CAA Niagara series and a dedicated microsite with Baxter Media spotlighted Travel South states through immersive content.
• While webinars were paused, trade interest continued via agent communications and updated leisure itineraries.

Despite declining U.S. visits, Canadians remain eager to travel, especially for cultural and sports-based experiences. Airline route expansions also support increased accessibility to Southern U.S. destinations.

• Four French tour operators are confirmed for the 2025 International Showcase.
• Social media trends, value-driven content, and sustainable travel appeal to French Gen Z and Millennial travelers.
• Strategic FY26 plans emphasize digital outreach, content partnerships, and increased destination training.

Despite airline cuts and economic caution, opportunities remain for the South to stand out through culinary, cultural, and nature-focused experiences.

• Travel South USA hosted key media and trade meetings in June and generated nearly 3 million impressions.
• A strong IPW presence, growing tour operator partnerships, and rising demand for outdoor, music, and food tourism point to strategic growth.
• The market favors small group and family travel, especially among Millennials.

With digital activations, newsletters, and co-op campaigns in progress, Travel South is focused on leveraging these trends while preparing for the 2025 International Showcase and future media fams.

• While travel demand remains soft—particularly in Denmark—positive sentiment is building, and key tour operators like FDM and Swanson’s are eyeing new campaigns in 2026.
• Media outreach, newsletters, and press meetings spotlighted “Free Things to Do in the South,” resulting in a 33% open rate.
• Icelandair praised recent fam trip results, and Discover America Norway continues to promote U.S. travel.
• Opportunities remain strong for culinary, RV, and adventure-based Southern itineraries.

Newsletters featuring destination highlights and key figures were sent on February 6, 13, 20, and 27 to over 218,000 contacts across four networks, achieving an average open rate of 23.29%. The campaign also leveraged brand websites for online visibility.

Results included approximately €92K ($100K) in bookings and a €347K ($375K) portfolio. This campaign showcased strong engagement and visibility for the region through multi-channel travel trade efforts.