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DEAR VALUED PARTNERS,
We're excited to share the remarkable achievements of Global Week, a truly global event that recently unfolded in charming Charleston, South Carolina. With a diverse gathering of 260 participants, including representatives from 12 States Tourism Offices, 157 DMOs, vendors and partners, and 38 international journalists from various corners of the world, the event was a testament to the global reach and impact of our industry.
During Global Summit, we shared research and insights into the future of international travel and its profound implications for the South. Keynote speakers from Tourism Economics, Future Partners, and Esra Calvert Destination Consulting illuminated the way forward, offering practical strategies to harness this evolving landscape for increased visitation and spending in our region. A standout moment was the enlightening session by Malcolm Smith, who shared his expertise on the emerging market of India and the exciting opportunities it presents for the future of travel. As we embrace this new generation of travelers, there's a wealth of potential for collaboration and growth.
Moreover, attendees were treated to an insightful overview of Brand USA’s strategic marketing campaigns and collaborations, which shape the international destination marketing landscape. Adding to the excitement, Richard Arnold, acclaimed entertainment presenter for Good Morning Britain and prolific freelance writer, entertained and informed us with his talk about his hot spots around the USA, tips to gain media coverage, and perspective on the future of the media landscape.
In the final Masterclass of the day, Andria Godfrey offered commentary on the new realities of AI, preparing for a cookie-less world, and why first-party data will be the gold standard for digital marketing success. Wrapping up, Travel South shared our FY25 provisional 18-month business plan and marketing strategies to move us towards the goal of $10B of international spending by 2026.
The week concluded with a flurry of almost 2,000 appointments, fostering direct interactions between international media and Southern PR Suppliers. These engagements served as a platform to showcase the captivating stories and experiences our region has to offer, making the event a truly interactive and engaging experience for all.
In addition, the Global Innovation Challenge provided a platform for States and DMOs to participate in international co-op programs, further fostering collaboration and innovation. There's still time for DMOs to seize this opportunity and collaborate with their states to tap into these programs. Explore all the offers here, with the deadline to sign up of June 28th. Contact Meredith Wilkes to submit your buy-ins and be part of this transformative journey.
As we reflect on the success of Global Week, we're already looking forward to the next chapter. Mark your calendars for next year's event, set to take place in the vibrant city of Louisville, Kentucky, from March 31st to April 1st. We can't wait to reunite and continue shaping the future of travel together!
Liz Bittner
President & CEO
Travel South USA
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