Rhythms of the South Global Marketing

• Route 66 centennial promotions generated significant global media and trade interest, particularly across Europe and Italy.
• FIFA World Cup 2026-related travel opportunities continued building momentum internationally, especially surrounding Atlanta and Southern gateway destinations.
• Global Media Marketplace and associated FAM programs generated extensive editorial coverage and strengthened long-term media relationships across multiple markets.
• Brazil and India continued standing out as major long-term international growth markets for U.S. tourism, supported by strong outbound demand and expanding air connectivity.
• Italy delivered exceptionally strong earned media results, producing 50 published articles in April tied to Southern destinations and experiences.
• Canadian, French, and Nordic markets reflected softer short-term U.S. booking trends, though partners remain optimistic about long-term recovery and future event-driven demand.
• International travelers increasingly favor tailor-made itineraries, slower-paced travel, premium experiences, and advisor-supported trip planning.
• Nashville, New Orleans, Atlanta, the Great Smoky Mountains, Gulf Coast experiences, and Route 66 destinations consistently emerged as high-interest Southern travel experiences across global markets.

Australian arrivals to the U.S. declined modestly year-over-year, though Texas and California showed resilience, while Travel South states remained competitive with nearly 2,700 Australians listing the region as their first intended destination. The report also showcased strong momentum in media relations, trade outreach, and campaign development, including preparations for Global Week, International Showcase, and several destination-focused activations.

The month featured a broad mix of earned media placements, trade trainings, newsletters, and itinerary development support targeting key travel advisors and wholesalers across the Australian market. Campaigns emphasizing music, food, culture, bourbon, and Southern road trips continued to resonate strongly, while strategic partnerships and pre-familiarization tours positioned Travel South USA for continued visibility and conversion opportunities heading into the second half of 2026.

The region received strong exposure through 18 social posts, 15 online articles, multiple newsletters, and a growing partnership with outdoor-focused media platforms. Route 66, culinary travel, outdoor experiences, and music-driven itineraries continued to resonate strongly, while Global Week participation generated positive feedback and long-term editorial opportunities for Travel South destinations.

While U.S. visitation from the Benelux declined 11% in Q1 2026, the report notes that repeat travelers remain more resilient than first-time visitors, positioning the Travel South region favorably due to its strong appeal among returning international travelers. The market continues to value authentic storytelling, road trips, food, music, culture, and outdoor experiences, with growing opportunities tied to experiential and visually driven travel inspiration across digital and social channels.

The month focused heavily on trade engagement, media outreach, and destination training initiatives designed to strengthen awareness and sales conversion for the Southern region. Brazil remained a top-performing international market for U.S. travel, supported by strong airlift growth, increasing visitation, and high traveler spending patterns. The report highlighted extensive engagement through travel trade meetings, media relations, newsletters, and in-market training sessions targeting key tour operators and travel advisors across Brazil.

Trade and media activity remained robust, generating 48 published articles, more than 1.6 million impressions in April alone, and ongoing collaboration with influential Brazilian operators and media outlets. Strategic training programs, participation in major trade shows, and growing interest surrounding the 2026 FIFA World Cup, America250, and Route 66 centennial opportunities continue positioning Travel South USA strongly within the Brazilian market heading into 2026 and beyond.

Communications and PR activity focused heavily on Global Media Marketplace logistics, trade outreach, and sustaining destination visibility through earned media, podcasts, newsletters, and social content. Video-led storytelling and broader regional messaging continued performing best across social platforms, reinforcing the value of showcasing diverse Southern experiences rather than single attractions alone.

Although Canadian travel to the United States remains below previous forecasts, the report highlighted ongoing opportunities tied to golf travel, culinary tourism, luxury experiences, and experiential itineraries. Canadian travelers continue demonstrating strong interest in value-driven travel and regional discovery, while trade partners expressed optimism that demand for U.S. travel will rebound as economic conditions improve and pricing becomes more competitive.

Despite broader declines in U.S.-bound travel demand, Travel South USA maintained strong engagement through trade recruitment, media outreach, newsletters, social media campaigns, and participation in Global Media Marketplace activities. Efforts focused heavily on sustaining destination visibility, strengthening tour operator partnerships, and positioning Southern experiences around culture, culinary tourism, music, festivals, golf, and heritage travel.

The report also highlighted long-term optimism surrounding major upcoming travel drivers including the 2026 FIFA World Cup and expanded Brand USA initiatives targeting the French market. French travelers continue prioritizing value, flexibility, proximity, and meaningful experiences, while travel professionals increasingly seek curated itineraries, themed travel products, and destination storytelling that emphasizes authenticity, culture, sustainability, and regional discovery.

Despite temporary geopolitical concerns impacting international travel discussions, the Indian market remained highly engaged with TSUSA initiatives, generating strong trade and media activity, increased product listings across travel agency websites, and continued interest in Southern destinations tied to culture, cuisine, music, sports, and experiential travel. Atlanta also gained visibility through FIFA 2026-related promotions targeting Indian consumers.

The report reinforced India’s growing strategic importance as a high-value international source market for the United States, supported by strong economic growth, rising outbound demand, increasing digital consumption, and expanding air connectivity. Indian travelers continue prioritizing premium experiences, family travel, shopping, entertainment, wellness, and culinary exploration, creating strong alignment with Travel South USA’s regional offerings and long-term growth opportunities.

Italy continues to demonstrate growing interest in immersive, experience-driven travel, with increasing demand for tailor-made itineraries, road trips, culinary tourism, music, heritage, and premium travel experiences. Throughout April, Travel South USA strengthened operator relationships, expanded co-marketing initiatives, secured strong media coverage, and generated significant participation interest for the 2026 Travel South International Showcase in Nashville.

The report also reflected broader travel industry trends shaping the Italian market, including heightened demand for flexibility, curated itineraries, and travel advisor support amid geopolitical and economic uncertainty. Italian travelers continue seeking meaningful, slower-paced journeys that combine cities, nature, culture, and experiential storytelling—areas where the Southern United States remains strongly positioned for long-term growth.

Activity during the month focused heavily on strengthening operator partnerships, expanding cooperative marketing opportunities, and building long-term destination visibility through newsletters, media outreach, and familiarization travel. Travel South USA also secured strong engagement from key Nordic operators and media, while Tennessee and East Tennessee experiences generated notable editorial interest tied to immersive Southern storytelling.

The report also highlighted changing Nordic travel patterns shaped by geopolitical uncertainty, evolving airline connectivity, and increased interest in experiential, off-the-beaten-path travel. While bookings to the United States declined among some agencies, the Southern United States continues to align well with Nordic traveler preferences for longer itineraries, cultural immersion, outdoor experiences, road trips, and authentic local experiences.

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.