Chris Watson is no stranger to the US South, having visited all 12 states in Travel South USA and hosted countless tour groups on bespoke itineraries. With Chris Watson Travel honoured as a Travel South USA Ambassador for significant contributions to promoting the region, he shares why his heart belongs to the South.
How was your Travel South International Showcase experience this year?
This is one of the best trade shows for our business, and Travel South 2025 was one of the most successful yet, exceeding expectations due to the networking and educational opportunities and new contracts and product development discussions.
Chris Watson Travel (CWT) has a long association with the US South. What does it mean to be recognised as a 2025 Ambassador?
We have invested in Tennessee for more than 20 years and focused on the US South as a whole for the last five years, so it is a huge honour to be recognised with this award. We love all the Travel South USA destinations and receiving this award is one of our proudest moments as a team. It shows the respect the South has for us and our commitment to Travel South USA.
How does this accolade reflect on the US South travel experiences you deliver?
The award reflects the team’s dedication to promoting and growing the region as a destination of choice, taking hundreds of clients there through tours and FIT itineraries each year. The accolade encourages us to find even more hidden gems of the South to share with our clients.
What has you excited for 2026 after attending the Travel South International Showcase?
I don’t want to give away too much of our plans, but we are excited to launch a new brand specialising in US South experiences. Our attendance at Travel South Showcase 2025 will help us create new tours to new destinations and introduce more clients to hidden gems.
Our recent Travel South USA campaign achieved our biggest-ever growth of 62 per cent and the sales figures were so large, we employed another team member to assist with our US tours and itineraries. We hope to replicate this success in a new 2026 campaign.
What are some of the lesser-known but must-see destinations in the US South that would appeal to Australian travellers seeking unique experiences?
How long do you have? My list could go on and on. For starters, Norfolk, Virginia is a beautiful destination with so much to see; Huntsville, Alabama with its arts scene; Lafayette and its surrounds in Louisiana have amazing food, Cajun culture and community events; and Muscle Shoals, Alabama, for its musical heritage. Myrtle Beach, South Carolina, while already popular with American tourists, is another place that Australians fall in love with when they visit and experience the destination firsthand.
With strong music heritage in cities like Nashville, Memphis and New Orleans, how can Australians experience the US South’s musical legacy and diverse genres?
From blues to bluegrass, Australians can experience so much music in the US South, not just in Nashville, Memphis and New Orleans. As well as a Travel South USA Ambassador, we are also the leading music tourism operator in Australia, and our team is always happy to help advisors and clients. As I mentioned earlier, watch this space for new launches.
How does the US South’s natural beauty compare to other regions, and what opportunities does it present for packages?
Within the South, you can experience mountains, rivers, beaches and forests all in one day. There are fewer crowds, it’s greener and the air feels cleaner, promoting dark sky tourism opportunities, unique accommodation and historic outdoor experiences, such as Kentucky’s equine industry, for tailored itineraries, packages and road trips that appeal to different travellers’ interests.
How can Australians experience Southern hospitality, and how can travel advisors market this as a key selling point for tours and experiences in the region?
The best way is to experience it firsthand with in-depth knowledge, curated itineraries and support from Travel South USA. Organisations such as Travel South USA, Brand USA and Visit USA will all assist advisors with learning and education – knowledge is key and builds trust with clients.
Identify clients who may have already visited the US, or those seeking authentic experiences – the US South will appeal to Australians who want meaningful experiences and connections when they travel.
To book tailored Travel South USA tours and exclusive itineraries, visit chriswatsontravel.com.au
Chris Watson is also an inaugural Karryon Travel Advisor Board member.
Discover more info and inspo at travelsouthusa.com
