Travel South USA has concluded its annual roadshow in Australia and New Zealand ahead of a major period of tourism growth.
Across the four-day program, Travel South USA delegates engaged with over 200 travel trade, media and industry partners in Auckland, Melbourne and Sydney.
Led by South Carolina director of tourism Duane Parrish, Visit North Carolina executive director Wit Tuttell and Louisiana Office of Tourism assistant secretary Doug Bourgeois, alongside Travel South USA president and CEO Liz Bittner, the mission showcased the diversity, culture and tourism experiences of the American South.
In attendance were representatives from destinations across the region – including Alabama, Louisiana, Mississippi, Missouri, North Carolina, South Carolina and Tennessee – alongside tourism experiences such as the Grand Ole Opry, Country Music Hall of Fame and Museum, U.S. Space & Rocket Center and Space Camp, Memphis Tourism, Nashville Convention & Visitors Corporation, Tupelo Convention & Visitors Bureau and New Orleans & Company.
The events came at a pivotal time for the region, with the FIFA World cup currently underway, the centenary of Route 66 and America 250 celebrations. There is also growing recognition of South USA’s culinary scene with the inaugural MICHELIN Guide North America featuring 228 restaurants across the region.
Strengthening tourism ties
Australia remains one of the region’s strongest international source markets, currently ranking seventh by visitor spend and twelfth by visitation volume.
This year, visitor spend is projected to reach AU$419.9 million in 2026, an increase of 6.4 per cent year-on-year.
Visitation itself is forecast to grow 4.2 per cent to 115,200 visitors.
“Australia and New Zealand continue to be incredibly important markets for the American South because travellers from this part of the world connect so naturally with what makes our region special – great food, incredible music, unforgettable road trips and genuine Southern hospitality,” Travel South USA president and CEO Liz Bittner said.
“With FIFA World Cup 2026, America 250 celebrations, the centenary of Route 66 and the MICHELIN Guide American South shining a global spotlight on our culinary scene, there has never been a more exciting time to explore the South. Our message to travellers is simple: All Y’All Are Welcome.”
The roadshow concluded with a reception hosted by the U.S. Consul General in Sydney, celebrating the tourism and cultural ties between the American South, Australia and New Zealand.
