Rhythms of the South Global Marketing

Travel South USA campaigns like “See The South” achieved over 1.5 million impressions, confirming strong interest in music, food, and road trips. Trade engagement included 257 meetings and over 500 agents trained.

Media outreach drove 67 million impressions, with standout coverage from Viking Cruises and Global Marketplace. With airlift expanding and exchange rates stabilizing, the region is poised for continued growth across both leisure and trade sectors in Australia and New Zealand.

Tour operators continue to expand offerings despite cautious traveler sentiment. Social media, particularly TikTok and Instagram, is driving inspiration, while air travel and late bookings are on the rise.

Highlights include a Louisiana-themed media dinner, robust travel coverage through WideOyster and Meridian Travel, and growing momentum for accessible and experiential travel. With renewed optimism and well-aligned campaigns, the Benelux market shows strong potential for continued engagement with Travel South USA.

Travel South USA secured 16 trade and 8 media meetings, launched a newsletter on luxury experiences under $100, and hosted Rhythms of the South online training with 108 participants. Visa issuance dipped 19% YOY, but Brazil still ranks 4th globally.

Travelers are drawn to new attractions like Universal’s Epic Universe, while concerns around U.S. border entry processes are prompting careful planning. Financial shifts such as IOF tax increases require more budget-savvy marketing. Overall, Brazil’s outbound travel shows resilience and demand for Southern U.S. experiences.

May included six media meetings, one new newsletter, and high-value earned media totaling over 103 million impressions. Interest in culinary, cultural, LGBTQ+, and wellness travel is growing, and agent feedback highlights a shift toward affordable, value-driven Southern itineraries.

Ongoing economic concerns, wildfires, and trade tensions challenge sentiment, but TSUSA’s campaigns—such as “Luxury Experiences for Under $100”—are successfully repositioning the South as a compelling, welcoming destination for Canadian travelers.

Highlights include a JetBlue partnership training in Bordeaux, strong press coverage featuring Southern states, and new media collaborations like RCF Radio and Voyage de Luxe. Despite market uncertainty, interest in affordable luxury and authentic Southern experiences is holding steady.

Social media is driving Gen Z and Millennial engagement, while traditional travel agencies are regaining traction. TSUSA remains well-positioned to inspire bookings as summer 2025 ramps up.

Top tour operators such as Gastaldi, GoAmerica, and Alidays showed interest in expanding Southern products. B2B newsletters promoted multi-state itineraries to over 400 contacts, while consumer press coverage reached outlets like Dove Viaggi and Travel Quotidiano.

Upcoming FAM trips and press tours are in planning to support this growing interest.

Despite a 14% market decline in U.S. travel, interest in Southern destinations is growing, especially via Icelandair’s popular Nashville route. Positive feedback from Icelandair FAM trips, new operator interest (like Cowboy Reiser), and 7M+ media impressions highlight the South’s appeal.

Travelers are increasingly cost-conscious yet still seek off-the-beaten-path, high-experience trips. TSUSA’s “Experience the South Without Breaking the Budget” campaign resonates well, keeping the South on Nordic travelers’ radar despite economic and political hesitations.

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.