Chris Watson Travel has been honoured internationally after receiving the Travel South USA Ambassador Award, recognising the agency’s significant contribution to promoting the culture, music and stories of the American South to Australian travellers.
Managing director Chris Watson, along with Groups manager Melissah Missio, was in Kansas City for the awards ceremony.
The Ambassador Award celebrates tourism partners who champion the South with authenticity, creativity and genuine passion. Chris Watson Travel was recognised for its ongoing dedication to showcasing the region through immersive itineraries and storytelling-led campaigns, including its highly successful Where Music Was Born program, which highlights iconic destinations such as Nashville, Memphis, New Orleans, Tupelo and the broader music-heritage corridor.
“For a business from Tamworth to be recognised on an international stage is incredibly humbling. We love the South, its music, its soul, its food, its warmth, and it has been a privilege to share those experiences with travellers from across Australia. This award reflects not only our passion, but the trust our clients place in us to take them into the heart of the South,” he said.
“Our team, Janine, Sonaii, Melissah, Karen, Tina, Bridget, Emily, Mary, Jo, Bronny and Sharny, work tirelessly and wholeheartedly,” Watson said. “This award belongs to them as much as it does to our business.”
Watson also thanked the partners who have supported the agency’s USA product development.
“Gate 7 has believed in us from day one and helped us bring the American South to life for our clients. We’re genuinely grateful for their ongoing support and collaboration.”
The win comes as Chris Watson Travel continues to expand its Southern Experiences collection, curated journeys celebrating the South’s world-famous food, bourbon and whiskey trails, boutique wineries, live music venues, and small-town hospitality.
New programs for 2026 and beyond
• Food experiences: from Nashville hot chicken to New Orleans Creole and barbecue traditions.
• Distillery trails: including Tennessee whiskey and Kentucky bourbon favourites.
• Southern wineries: showcased through exclusive tastings and vineyard visits.
• Local culture: artisan makers and hidden-gem communities that bring the region to life.
