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Southern charm: Q&A with Helloworld's Joshua Hewett on tapping into the allure of the US South

Helloworld Travel Land Contracting Manager North America Joshua Hewett attended Travel South USA International Showcase for the first time last year, enjoying the renowned Southern hospitality, exploring North Carolina on a famil and liaising with suppliers to inspire new products to bring to market in 2025.

Helloworld Travel Land Contracting Manager North America Joshua Hewett attended Travel South USA International Showcase for the first time last year, enjoying the renowned Southern hospitality, exploring North Carolina on a famil and liaising with suppliers to inspire new products to bring to market in 2025.

Fresh from his trip, he explains why the American South resonates with Australians, what travel advisors and travellers need to know and what’s in the Viva Holidays product pipeline for 2025.

How was your first experience at the Travel South International Showcase?

Group of people take a selfie in front of a grass wall that says "All Y'all Are Welcome" at Travel South International Showcase 2024. Image: Travel South USA
Joshua Hewett (left) with other Australian buyers plus Gate 7’s Penny Brand and Travel South USA President & CEO Liz Bittner at Travel South International Showcase 2024. Image: Travel South USA

After hearing from industry colleagues who attended in previous years, I expected lots of opportunities to connect with new partners and learn more about the great locations the South has to offer. Travel South USA and Discover Atlanta did an amazing job organising all the networking opportunities and great events with Southern hospitality on show.

Has Helloworld previously partnered with the Travel South USA 12-state collective?

Couple dancing in the street n New Orleans with street musicians.
Viva Holidays partnered with New Orleans on a successful campaign. Image: Zack Smith

We haven’t done a campaign with Travel South USA, but we have with some of its partners. We work closely with Brand USA and through this partnership we have developed cooperative campaigns in the South, looking at driving consumer awareness, inspiration and enquiries to these destinations.

We recently undertook a very successful campaign with New Orleans, which focused on both consumer advertising and trade education and we saw an uplift in destination awareness and product development. There will be more campaigns in the pipeline for Southern destinations – so watch this space.

Why do you think the US South resonates with Aussie holidaymakers?

The North Carolina Super Fam group in Lexington, NC with the iconic pig statues.
The Travel South USA North Carolina Super Fam group in Lexington, NC with the iconic pig statues.

The US South resonates with Australians for several reasons. There’s the famous Southern hospitality, which is a major draw – the welcoming culture in the South makes visitors feel at home and creates a sense of camaraderie with locals. Another reason is the distinct culture and history of the South. Australians are drawn to the deep historical and cultural roots of the South, along with music festivals and the natural beauty.

There is also the affordability and the value. Compared to other US destinations, the South can offer better value for money in terms of accommodation, food and activities.

How can Australian travellers experience Southern hospitality, and how can travel advisors market this as a key selling point for tours and experiences in the region?

The North Carolina Super Fam check out street art on a People-First walking tour in Raleigh.
The North Carolina Super Fam check out street art on a People-First Tourism walking tour in Raleigh.

The warmth and hospitality of Southern culture are legendary – visitors will be struck by the genuine friendliness and manners, which create a welcoming atmosphere and make the South feel unique.

By positioning Southern hospitality as an unforgettable cultural experience through tailored itineraries that include small-town charm, historical tours, music, arts and Southern cuisine, travel agents can offer Australians the chance not just to visit the US South but to feel its warmth and charm that will make their trip more than just a holiday.

What do you want more advisors and travellers to know about the US South?

Bourbon & Bluegrass itinerary in Owensboro, Kentucky.
Bluegrass & Bourbon Trail in Owensboro, Kentucky. Image: Brand USA

That the US South is easily accessible to Australian travellers. It often only requires one stop via the US West Coast or through Texas. Once clients are in the South, they can easily pick up a car rental booked through Viva Holidays and embark on one of our iconic US road trip itineraries, such as our 10-day Bluegrass & Bourbon Trail that starts and ends in Memphis. Clients can discover the tastes and sounds of Tennessee and Kentucky, enjoying American bourbon and Southern treats along the way.

Helloworld offers three self-drive itineraries and three escorted coach tours in the US South through our partner, American Tours International (ATI). The self-drive packages are also completely customisable through the Viva Holidays team.

What were the highlights and standout experiences of your Travel South International Super Fam in North Carolina?

Two men on Rydable animal vehicles in Charlotte, NC.
Josh (right) on his Rydable tour of Charlotte – one of his famil highlights.

I travelled on the Travel South USA ‘Racing, Tasting, Celebrating and Shopping through North Carolina’ three-night itinerary from Charlotte to Raleigh with stops in Lexington and Greensboro.

One of the activities I really liked was the Rydables tour in Charlotte, where we toured around the city centre on stuffed animal electric vehicles. It was something new and unique and a concept I think will appeal to leisure travellers.

The Travel South USA Super Fam group at the Nascar Hall of Fame in Charlotte.
The Travel South USA Super Fam group at the Nascar Hall of Fame in Charlotte.

The NASCAR Hall of Fame in Charlotte was also a highlight. I’m not a NASCAR follower, but the Hall of Fame was so well curated and includes a simulator, so it’s a great experience for visitors, whether you’re a fan or not.

Lexington was another highlight: a small town with so much charm that’s famous for barbecue, which was really good, and the Lexington pig statues around town.

Visit North Carolina and its partners created a great overall itinerary that was a small snapshot of what the state has to offer. It has inspired me to go back to experience more of the state at another time.

What partnerships and relationships have you gained by attending Travel South International Showcase as a buyer?

The Travel South USA Super Fam group at the North Carolina Museum of Natural Sciences in Raleigh.
The Travel South USA Super Fam group at the North Carolina Museum of Natural Sciences in Raleigh.

The Showcase allowed me to meet with many suppliers who would not attend the larger nationwide tradeshows. I was able to secure or gain new contacts for touring and hotels in Nashville and New Orleans to help build on our directly contracted product. From discussions with the tourism boards, we will look at expanding our product range through DMC partnerships.

What Travel South USA products are you most excited to bring to market in 2025?

Excited couple on a rollercoaster at Dollywood in Pigeon Forge, Tennessee.
Big thrills at Dollywood in Pigeon Forge, Tennessee are on the horizon for Viva Holidays. Image: Travel South USA

We’ve been inspired by all the partners we’ve met to build on our product offering across the US South, whether that’s expanding product in regions we already offer, such as Nashville, Memphis and New Orleans, or the development of new regions like Alabama and other parts of Tennessee. Just to name a few, we’re looking at regions like Mobile and Birmingham in Alabama and Pigeon Forge and Dollywood in Tennessee.

We look forward to adding some more experiences to really get customers excited about the US South.

Man poses within stand with bottlecap roof at the World of Coca-Cola in Atlanta, Georgia.
Josh at the World of Coca-Cola in Atlanta, Georgia during Travel South International Showcase 2024.

To book Viva Holidays’ exciting Travel South USA packages, log in here. For accommodation, sightseeing, activities and transfers, visit readyrooms.com.au.

For high-value itineraries not serviceable via Mango, contact specialists@vivaholidays.com.au

Discover more info and inspo at industry.travelsouthusa.com