Travel South USA has launched a new campaign for both Canadian travellers and travel trade.
Dubbed “Authentic South – All Y’all Are Welcome,” the Fall and Winter 2025-26 initiative features eight states and 16 city partners and is designed to lure Canadians back to southern U.S states from Alabama to West Virginia.
In partnership with the HBX Group, the data-driven marketing campaign will run for seven months through April 2026, spotlighting the American South as an accessible, authentic, and value-rich destination for Canadians.
Through exclusive travel trade partnerships, targeted digital marketing, and curated offers, Canadian travellers will gain access to special promotions and simplified booking options.
The initiative leverages HBX Group’s extensive B2B distribution network including more than 64,000 travel agencies and 71,000 travel distributors worldwide to amplify Travel South USA’s presence across the Canadian travel trade.
The partnership is part of Travel South USA’s continued investment in the Canadian market, says Liz Bittner, President & CEO, Travel South USA.
“Canada remains one of our most important international markets, and we’re committed to making Southern travel not just appealing but also a great value for Canadian visitors,” she says. “We’re creating new pathways for Canadians to experience the genuine hospitality, vibrant culture, and unforgettable adventures that define the U.S. South, all while unlocking exclusive deals and ease of booking through trusted travel advisors.”
The campaign will feature premium visibility across HBX Group’s booking platforms, destination landing pages, newsletters, and social media. Canadians will find curated itineraries, promotional hotel rates, and seasonal travel packages tailored to inspire longer stays and deeper exploration of the South’s most iconic and hidden-gem destinations.
Moreover, with the campaign, Travel South USA says it is continuing to unify eight Southern states and 16 city partners to “welcome Canadian travellers with open arms.”
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