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DEAR INDUSTRY COLLEAGUES,
I am honored to serve as the Board Chair of Travel South USA. This dream role is, for me, a culmination of nearly 25 years of public service with the Louisiana Office of Tourism. Thank you to my fellow Board Members for their vote of confidence in leading this organization over the next year.
The future of partnerships and collaboration for our Southern state tourism organizations has never been as bright or as vital to growing market share. We all understand that supporting tourism businesses of all kinds and enhancing the image of our region worldwide is key. We are blessed with a rich culture of diversity and bountiful experiences that are uniquely Southern. Our authenticity is why millions of travelers visited the Southern USA pre-pandemic, and it will be the inspiration to return. Our authenticity and diversity are also why we collectively invest in global platforms that allow us to present our many voices, stories and destination offerings in nine world regions.
Our fiscal year 2022-2023 program of work calls for increased collaboration of global marketing programs, more direct-to-consumer programming, travel trade partnerships, leveraged resources for trade shows, sales missions, familiarization tours and much more earned media.
We invite you to join the journey.
Sincerely,
Doug Bourgeois
Assistant Secretary, Louisiana Office of Tourism
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| GLOBAL PARTNER PROGRAMS |
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As we enter the new fiscal year, please check out our Global Partner Program plans and strategies to engage key accounts, amplify destination awareness beyond the gateways and drive more bookings.
*All data is from Tourism Economics
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AUSTRALIA
Australia and New Zealand visitor spending in the South is forecast to increase 977% in 2022 and an additional 83% in 2023, marking a return to pre-pandemic levels. Join us for the June 2023 Trade & PR Mission. Registration opens in January. |
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BENELUX
In The Netherlands, workers receive “vacation money,” 8% of their annual gross income to subsidize summer holidays. Some of that spend will be headed to the South, where Benelux visitation is forecast to increase 304% in 2022 and 33% in 2023. |
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BRAZIL
Visitors from Brazil are expected to spend 228% more in 2022 than in 2021, with future increases anticipated. Our February 2023 Mission will help you build communication channels and showcase your destination to this audience. |
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CANADA
Our neighbors to the north are eager to visit us, with visitor spending anticipated to increase 683% this year, and another 25% in 2023. While our warmth and hospitality continue to be a lure, Travel South works to keep that connection strong. |
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FRANCE
Parlez-vous Français? You may want to learn! French visitors are coming to the South and spending strong: 337% more in 2022 than in 2021, in fact. Our October Mission provides the opportunity for one-on-one networking with key tour operators. |
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ITALY
All signs point to YES when it comes to Italian visitors. Not only is the USA the top long-haul market for Italians, Italian spending has traditionally been strong, and is forecast to increase almost 45% in the South next year over 2022.
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NORDIC UNION
Combined, the Nordic markets of Denmark, Finland, Norway and Sweden number under 27 million people. But collectively, their economic impact in the South is growing – by 438% just this year. Join us in March 2023 for Nordic Sales Days. |
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SPAIN
Spaniards represent a promising market for the South, as these visitors are expected to spend almost four times as much in 2022 as they did in 2021. Our Sales Mission in January 2023 includes an opportunity to exhibit at Fitur as well.
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| | | | | UPCOMING EVENTS | | | | | | | |  |
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GLOBAL SUMMIT AND MEDIA MARKETPLACE
April 24-27, 2023
Save the date: Gather with fellow industry leaders from around the South for TSUSA’s
Global Summit and Media Marketplace in New Orleans. We’ll focus on our global competitiveness and strategies to increase market share. Registration opens in November.
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