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DEAR VALUED PARTNERS,
It’s one of the great honors of my professional career to have the opportunity to serve as Chair of the Southern Travel Directors Council, Inc., for the FY24/25 term. Perhaps the greater honor is serving alongside my fellow Executive Board members, each of whom brings wisdom, innovative ideas, and a true love for the travel industry to their roles. Serving this year are Vice Chair Mark Ezell, Commissioner, Tennessee Department of Tourist Development; Secretary, Wit Tuttell, Executive Director, Visit North Carolina; Treasurer Rochelle Hicks, Visit Mississippi; Immediate Past Chair, Mike Mangeot, Commissioner, Kentucky Department of Tourism; and Liz Bittner, President & CEO, Travel South USA.
As a lifelong Missourian and director of the Missouri Division of Tourism, I'm dedicated to advancing Southern tourism. My journey began in journalism, spending over a decade as a reporter and editor at the Jefferson City News Tribune before joining the Missouri Division of Tourism in 2009. Throughout my career, I've held various roles, including Travel Guide editor and communications manager, that have helped foster a deep understanding of our industry's dynamics.
I am eager to build on the momentum set by my predecessors and continue advancing our collective mission. My priorities as Chair are to elevate our focus on B2B2C campaigns, creating compelling online content to disperse travelers across the region. Additionally, we will introduce dedicated "power hours" training sessions to ensure state destinations are equipped with the latest products and insights. I am committed to the ongoing success of our Signature Events – the Travel South International Showcase, Global Week, Media Marketplace, and IPW Client Activation – which connect our Southern destinations with esteemed tour operators and journalists worldwide.
Looking ahead to FY24/25, we will adapt our strategies to meet evolving consumer demands and market dynamics, leveraging research-driven approaches and strategic partnerships. Our initiatives aim not only to strengthen our regional identity but also to expand our global footprint. The efforts focused on Tourism Exchange USA, supported by Brand USA, will revolutionize how we connect with stakeholders, enhancing connectivity and engagement across the Southern states.
In the coming months, Travel South USA will work with states and stakeholders to effortlessly transition into this new term. We believe this collaboration will greatly boost the travel industry, strengthen our national economy, create jobs, support small businesses, and increase tax revenues for local and state governments. Together we will keep elevating the South to new heights.
I am confident that together with our Board members and the Travel South USA team, we will drive growth, innovation, and prosperity in the South. Let us collectively showcase the unparalleled sounds, tastes, and hospitality that define our region to a global audience.
Warm regards,
Stephen Foutes
Travel South USA Board Chair
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| MARKETING OPPORTUNITIES |
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INTERNATIONAL SHOWCASE
Early bird registration closes September 2
International Showcase has exceeded 100 international operators! Enjoy networking events, city tours, and scheduled appointments. Become a sponsor and showcase your brand to an eager global audience. Early bird registration closes on September 2, 2024! |
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HONORS NIGHT SPONSORSHIP – ACT NOW
Don’t miss the opportunity to sponsor a table at this year’s Honors Night. Where we recognize the achievements of tour operators, airlines, and individuals who have demonstrated exceptional support for the South’s tourism industry. By sponsoring a table, suppliers gain the unique advantage of directly interacting with these key buyers and hosting 6-8 high-value tour operators. |
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2025 INNOVATION CHALLENGE
RFP slated for release on October 1
The 2025 Global Innovation Challenge is set for Global Week in Louisville, Kentucky. Following this year’s success with $2.96M in ad sales, we're excited for next year. RFPs will be released on October 1st. Don't miss the opportunity to be part of this impactful event! |
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| SOUTHERN SUCCESS |
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The South Shines in The Independent UK
Global Week Attendee Writes Inviting Feature Promoting our Region
Annabel Grossman’s article in The Independent UK highlights the South’s diverse attractions, including historic towns, vibrant food scenes, and charming beachside escapes. She captures the region’s unique blend of culture, music, and natural beauty, inviting British travelers to explore its rich and multifaceted appeal.
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| IN THE NEWS |
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WELCOME IVONNE TO OUR TEAM
The Travel South USA team is growing! Please welcome Ivonne Nicholas as our Partnership Marketing & Communication Manager. She will assist the team with her marketing skills and sprinkle some of her Panamanian flair into elevating the South. |
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ESTO FINALIST
Travel South USA has been nominated in the US Travel’s ESTO awards! We are up for their Destiny Awards, Community Engagement, and Destination categories. Winners will be announced at ESTO’s Awards Dinner and Presentation on August 13 in Columbus, Ohio. Wish us luck! |
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SHORT LIST OF MOST POPULAR TOURISM OFFICE
Travel South USA is up for NTIA’s Most Popular Tourism Office award! NTIA celebrates excellence in the Australian travel industry, culminating in the Gala Dinner Awards Presentation. Shout out to our Travel South USA Australia/New Zealand team - Penny and Jacob! Your hard work and dedication have made this nomination possible.
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| BY THE NUMBERS |
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| Exciting results! Sparkloft’s FY23/24 campaign yielded impressive exposure for the whole region. Even with less spending, we increased our impressions, engagements, and ad reach.
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