Tennessee Global Marketing

While the U.S. has slipped in destination rankings, strong intent remains, with over 400,000 Australians registering for FIFA World Cup tickets in 2026.

Travel South USA posted steady gains with increased training, trade, and media activity. Growing interest in Texas and Florida reflects value-driven travel trends, while Australia’s strong outbound recovery suggests deferred demand will benefit U.S. destinations—particularly the South—in 2026 and beyond.

Interest in the U.S.—and Travel South in particular—remains strong, with 11 media articles and 7 social posts highlighting the region this month.

Trade engagement included 11 meetings with key partners, such as De Jong Intra and Travel Trend, who anticipate recovery in 2026 as airlift expands and costs ease. With major anniversaries, new itineraries, and ongoing media promotion, Travel South USA is well-positioned to capture renewed Benelux demand.

Highlights included in-person trainings with Agaxtur Turismo and Brand USA across São Paulo, Santos, and Sorocaba, connecting the Southern U.S. with FIFA 2026 host cities.

Kentucky was spotlighted in an online training for 150 agents. Despite a 25% drop in U.S. visa issuance under new policies, Brazil remains the third-largest outbound market to the U.S., supported by expanding aviation, growing tourism investment, and strong consumer demand.

Despite these headwinds, Travel South USA advanced trade and media visibility with 6 trade meetings, 11 media meetings, 7 new articles, and 1M+ impressions in August. Coverage featured cultural, culinary, and family-focused narratives, while the Baxter Media campaign spotlighted Arkansas, Kentucky, and West Virginia.

Looking ahead, September includes a curated “Table of 12” media mission in Toronto and Montreal, positioning Southern cuisine and hospitality to deepen connections with Canadian editors and audiences.

Travel South USA advanced trade and media engagement through International Showcase recruitment, JetBlue webinar planning, and coordination with French operators. Media highlights included coverage in Voyager Magazine, Masculin.com, and Découvrir le Monde, while social media launch delivered 9 French-language posts across Facebook and Instagram.

Looking ahead, BWC is preparing a NAAR Voyages roadshow in October and the Pan-European Roadshow in March 2026, strengthening visibility for the American South among French trade and consumers.

Travel South USA launched representation with Sartha Global Marketing, generating 11 media clippings and 10 social posts from its appointment. August focused on building brand visibility through PR, social media, and asset development.

With new airlift, AI-driven travel planning, and thematic storytelling (music, cuisine, culture, outdoors), the South is well-positioned to attract India’s fast-growing, experience-driven travelers.

Preparations advanced for the International Showcase in Kansas City, with 10 operators confirmed, alongside co-marketing initiatives with America World, Going, and Idee per Viaggiare.

Media coverage included features in SiViaggia.it, Donna Moderna, and Guidaviaggi, spotlighting Savannah, Mississippi, Kentucky, and Southern cuisine. With American Airlines adding new Milan–Miami service in 2026, airlift continues to expand, supporting long-term growth for Southern U.S. destinations.

Media outreach delivered 6 articles with 3.8M impressions, alongside meetings with Jyllands-Posten, Rejsespejder.dk, and Radio Vagabond. FDM Travel shifted its planned influencer trip into a September staff-led content tour across Atlanta and the Carolinas.

While SAS restructures its sales teams under SkyTeam integration, the South remains competitive, appealing to Scandinavians seeking authentic, road-trip experiences