Last week saw the 9th annual Travel South USA International Showcase in the vibrant city of New Orleans, Louisiana, to welcome back international visitors in person and promote the very best of southern hospitality.
Hosted by Travel South USA’s twelve state tourism offices, International Showcase was attended by over 200 Southern USA suppliers and 113 international buyers, journalists and U.S. receptive tour companies.
Running from 30 November to 3 December, the Showcase provided three days of business-to-business appointments, fun networking events, music, food, entertainment, and some of the South’s best attractions to grow international visitation to the southern United States.
Tourism marketing agency Gate 7 represented Australia over at the Showcase, with Penny Brand, an Australian travel trade representative, and Annalee Ilievski from iTravel.
Signature events included:
- Annual Travel South Honours Night, hosted by LOT, Houmas House, Louisiana Seafood & Tour Ascension
- ‘Brunchin in the Big Easy’ international and U.S. receptive buyer brunch, hosted by Drury Hotels and Louisiana Motor Coach
- New Orleans City Tours, hosted by New Orleans & Company
- ‘An Evening of Cocktails and Culture at The Sazerac House’ hosted by New Orleans & Company
- International Showcase Afterglow, hosted by Hospitality Enterprises
- Y’all Ball, final night hosted by Louisiana Office of Tourism
And meal functions did not disappoint.
While enjoying delicious Southern fare, guests were entertained and educated in many different ways. The ‘Louisiana Music Trail’ was hosted by Louisiana Office of Tourism and featured America Idol Winner, Lane Hardy.
During lunch, Robin Barnes – the Songbird of NOLA – took guests on a musical journey through the Southern cities of Atlanta, Nashville, and New Orleans: a true Rhythms of the South concert.
The next morning, the music was bluesy and rocking. Grammy award nominees Cedric Burns along with Mississippi Music Ambassador Steve Azar and the soulful sounds of Raphael Simms entertained guests while they took a peek at Mississippi’s Outdoor Museum.
‘Lunch with Legends’, the final lunch hosted by Sweet Home Alabama, took guests on a journey of the sights and sounds of Alabama’s legends on stage and screen. It included songs from the new hit movie about the Queen of Soul, Aretha Franklin, when in Muscle Shoals she recorded RESPECT.
“This year’s Travel South USA International Showcase has been a huge success in highlighting everything that makes the Southern states appeal to Australian holiday goers – and there’s so much! After being stripped from travel for so long, it was great meeting so many suppliers that are just as eager to welcome Australians back as we are to travel there,” said Penny Brand, Senior Account Manager for Gate 7.
“The city of New Orleans has been the perfect host location, and it was a pleasure to attend along with iTravel, on behalf of Australia.”
“We are delighted that our Australia representatives were able to attend International Showcase,” said Liz Bittner, President and CEO at Travel South USA.
“Australians love the south; so much so, before the pandemic, they visited on average 4.3 states per visit and love road tripping. As a result, our region is best placed to offer an exciting mix of rich culture, food, history, entertainment, and memories that last a lifetime.
“With pent up demand and travel credits, not to mention the desire to travel somewhere different, we expect to welcome back more Aussies than ever before, now that borders are open.”
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