West Virginia Global Marketing

West Virginia is forecasted to welcome 159,000 international visitors and generate $74 million in spending in 2025, marking declines of 19% and 8% respectively from 2024.

Despite the dip, the state’s visitor economy has surpassed 2019 spending levels. Growth is anticipated from Japan, India, and Brazil, while top markets include Canada, the U.K./Ireland, India, China, and South Korea.

West Virginia’s global ties are reflected in $5 billion in annual goods exports and over 2,300 international students. Regional access via major airports and Travel South USA marketing further support the state’s ability to attract high-value travelers seeking cultural and natural experiences.

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.

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.