Travel South International Showcase 2024 has wrapped its latest travel trade event, spotlighting suppliers from 12 US South states from 2–5 December in Atlanta, Georgia. Karryon was one of only eight travel trade media worldwide to attend the highly anticipated annual event, capturing the heart and soul of the South.
More than 450 travel professionals gathered at the new Signia by Hilton Atlanta Georgia World Congress Center hotel in the Peach State for three intensive days, featuring 9,542 appointments, plus plenty of informal networking, live music and that inimitable Southern hospitality.
The international delegates included Australasia’s largest-ever contingent with eight buyers from Australia and New Zealand’s biggest agency and wholesaler groups.
Travel South International Showcase is the South’s premier marketplace, linking international travel partners with destination marketing organisations (DMOs) and suppliers from 12 states for one common purpose: to promote travel to the US South.
Accolades and ambassadors
The event kicked off on Sunday 1 December with the Kentucky Bourbon Reception, setting the scene for the annual Honors Night, applauding the global ambassadors and their pivotal role in promoting the authentic travel experiences of the American South.
Infinity Holidays, Luxury Escapes and Travel USA (NZ) were three of the 2024 TSUSA Ambassador Award recipients, representing Australia and New Zealand’s contribution to promoting and selling the South.
In addition, Travel South USA CEO Liz Bittner received a standing ovation in recognition of her 20 years at the helm of the 12-state organisation.
No stranger to the Australian and New Zealand travel trade after last year’s sales mission Down Under, Bittner also took to the dancefloor with Australia’s Chris Watson during a live music performance from Nashville legends David Tolliver & Friends.
Showcasing the South
Travel South International Showcase 2024 officially opened the next day, starting with themed, guided Atlanta City Tours.
Delegates saw the sights of the city on biking tours of the Atlanta Beltline, made biscuits on a market tour, checked out Cabbagetown street art and received a behind-the-scenes peek at the Mercedes-Benz Stadium, to name a few of the nine curated options.
Travel South USA CEO Liz Bittner also spoke directly with global trade media, sharing the latest brand insights, including the challenges of connecting local operators to a global audience increasingly interested in experiencing local culture, shopping at small businesses and visiting new destinations.
“If Travel South USA region was a state, we would be the fifth most-visited state in the US – 85 per cent of our international visitors come from the top 15 countries,” she said.
“Our objective is to disperse tourism across the region and highlight authentic accommodations, attractions and experiences that travellers can’t find anywhere else.”
Later, Monday’s Opening Night Celebration saw the delegation take over the Atlanta Aquarium for a memorable night of Southern flavours and aquatic sights.
Marketplace sessions started after the All Y’all Welcome Breakfast, introducing new Travel South USA Chair and Director of Missouri Division of Tourism Stephen Foutes and special guest, the Coca-Cola Polar Bear (Atlanta is the home of the beloved beverage).
And, of course, it wouldn’t be a Travel South USA event without live music. Rhythms of the South performances spanned rap with Arrested Development’s Todd “Speech” Thomas, legendary Nashville songwriters David Tolliver & Friends, Atlanta’s own Morehouse College Glee Club and cool jazz from Kansas City chanteuse Eboni Fondren.
$10 billion ambition
New Brand USA President & CEO Fred Dixon also addressed the Travel South International Showcase 2024 crowd with a global travel update and forecast, singling out Travel South USA’s significant economic contribution and ambitious goal to reach USD$10 billion in visitor spending by 2025.
“As of October this year, we are on track to reach an incredible USD$8.4 billion in international visitor spending in the South – that’s about 96 per cent of pre-pandemic spending,” he said.
“As we look ahead to 2025, we’re forecast to exceed our 2019 baseline and hit a new milestone and that’s a testament to our region’s resilience, the destinations of our great partners and the strength of our tourism industry as a whole.”
Next year, Travel South USA turns 60 and, together with Brand USA, has set an ambitious goal to reach USD$10 billion in international visitor spending by 2025 with a vision to offer richer, more engaging experiences.
Dixon said an additional hotel night or attraction can easily achieve an extra USD$1 billion in revenue.
“One more day, one more destination, one more attraction and one more travel experience – the possibilities are endless when we think about how we can collectively work together to offer richer, more engaging experiences,” he said.
Southern success story
Travel South USA International Showcase 2024 wrapped on 4 December after another full day of pre-scheduled trade appointments and a full-day media tour with the Y’all Ball at Terminal West, brimming with live tunes, Southern cocktails and cuisine.
The itinerary officially concluded with the Travel South USA International Showcase Super Fam program departures, running famils for delegates in seven states and visiting 26 different destinations.
From 5–8 December, famil groups travelled to other areas of Georgia as well as neighbouring states of Alabama, Louisiana, North Carolina, South Carolina, Tennessee and West Virginia.
Stay tuned to find out more about the Alabama and North Carolina fams soon.
Next year’s Travel South International Showcase will be held from 2–5 December 2025 in Kansas City, Missouri – home of the new Travel South USA Chair Stephen Foutes.
For more info, head to industry.travelsouthusa.com
