Travel South USA 2026 ANZ roadshow has wrapped a four-day trade and media mission across Auckland, Melbourne and Sydney, connecting with more than 200 trade, media and industry partners.
The recent Travel South USA 2026 mission opened in Auckland before moving to Melbourne and Sydney, closing with a reception hosted by the U.S. Consul General in Sydney.
It comes as Australian visitation to the American South is projected to grow 4.2 per cent year-on-year to 115,200 visitors in 2026 with spend tipped to climb 6.4 per cent to USD$289.7 million (around AUD$413 million).
Australia currently ranks as the region’s seventh-largest international market by visitor spend and 12th by visitation volume, according to Tourism Economics & Future Partners data.
The Travel South USA 2026 mission was led by South Carolina Director of Tourism Duane Parrish, Visit North Carolina Executive Director Wit Tuttell and Louisiana Office of Tourism Assistant Secretary Doug Bourgeois, alongside Travel South USA President and CEO Liz Bittner, a frequent visitor to Australasia.
The program brought together representatives from Alabama, Louisiana, Mississippi, Missouri, North Carolina, South Carolina and Tennessee, including Memphis Tourism, Nashville Convention & Visitors Corporation, Tupelo Convention & Visitors Bureau and New Orleans & Company.
Attractions in the mix for the Travel South USA 2026 ANZ mission included the Grand Ole Opry, Country Music Hall of Fame and Museum and the U.S. Space & Rocket Center and Space Camp.
In addition, Louisiana vocalist Robin Barnes, known as The Songbird of New Orleans, travelled with delegates and performed at events across the three cities.
Reasons to sell the South in 2026
The Travel South USA 2026 ANZ mission coincides with a packed calendar of reasons to sell the region: FIFA World Cup 2026 is underway, America 250 celebrations are taking place across the United States, and the centenary of Route 66 is putting a spotlight on some of the country’s famous road-trip routes.
The South’s growing food credentials is another enticing tidbit. The MICHELIN Guide American South launched in 2025 as North America’s first regional edition of the guide, recognising 228 restaurants across 44 cuisines.
Of those, 22 restaurants earned one MICHELIN Star, while Emeril’s in New Orleans received two MICHELIN Stars.
Why the South works for Aussie travellers
During the Travel South USA 2026 ANZ mission, Travel South USA President & CEO Liz Bittner said Australia and New Zealand continue to be incredibly important markets for the American South.
“Travellers from this part of the world connect so naturally with what makes our region special, including great food, incredible music, unforgettable road trips and genuine Southern hospitality,” she said.
“With FIFA World Cup 2026, America 250 celebrations, the centenary of Route 66 and the MICHELIN Guide American South shining a global spotlight on our culinary scene, there has never been a more exciting time to explore the South. Our message to travellers is simple: ‘All Y’All Are Welcome’.”
KARRYON UNPACKS: The United States remains a top-five outbound market for Australians, and the US South offers a self-drive, music and food story that sits apart from the usual coast-to-coast itineraries. With a World Cup year, Route 66’s centenary and a new MICHELIN Guide, the region has plenty to inspire a 2026 US South itinerary.
