Celebrating the “most authentic” part of America, Travel South USA convened in Louisville, Kentucky, last week to kick start its future and re-energize an industry that had seen a whopping 61% growth trend from 2011 stopped in its tracks by the global health crisis.

And while the 12 member states of the southern United States’ official destination marketing organization, ranging from Alabama to West Virginia, were partially sustained by domestic tourism during COVID-19, it’s international travellers who will be critical in helping the region attain its post-pandemic goal of reaching US$10 billion in visitor spending, Travel South USA president and CEO Liz Bittner told attendees at the organization’s 10th annual International Showcase.

The delegates, who included eight Canadians amongst the 100-plus buyers and media from 16 countries, were treated to the region’s famous southern hospitality, heavy on music and food, with local Louisville flair, including a closing night gala at Churchill Downs, home of the Kentucky Derby.

Notably abundant was Kentucky bourbon – an industry that has become symbiotic with tourism in the state and leading to the term “bourbonism.”

And such are the unique experiences that draw international travellers, including those from the South’s top market – Canada – said Bittner, adding those visitors stay longer while typically calling in four or five states and about 30 destinations.

“And those are the kind of travellers we love!” the Travel South boss laughed.

At the same time, the travel trade, and their partnerships forged with Travel South are integral to success, she added, stating, “You are our trusted advisors and a key to help travellers find the right hotel, the right attractions, the right destinations (to ensure) they have the most fun time on their holiday.”

Moreover, she said, “Our partners are crucial outlets to inspire travellers to want to come and explore more of the South. We want them to stay with us the entire time. We have shopping, we have outdoors and activities, and urban experiences…”

To that end, Bittner says Travel South intends to invest in creative marketing, technology, trade missions, and programming in key markets, including Canada.

One such mission, to Toronto, was conducted in August, with 21 partners, organized by local representatives, Reach Global Marketing.

“We understand how important the Canadian market is, and we are investing resources to share our story and educate the market on all the authentic experiences the South has to offer,” Bittner told Travel Industry Today at the event, where attendees experienced a luncheon featuring southern staples like fried chicken and waffles, brisket, and peach cobbler, and had a chance learn about (and taste) Jim Beam Tennessee whiskey.

Bittner explained that Travel South partners are determined to put the region and all its unique attributes on Canadians’ radar.

In Louisville, she noted that “before the pandemic, the South was hot – and we expect it to be hot again!”

“We want you to come to the South, we’d like to invite thousands of your friends to come to the South,” she enthused. “We want (people) to understand that everyone is welcome in the South, y’all!”

Travel South 2023 will be held in Memphis, Tennessee, Dec. 3-7, a week later than usual.