Kansas City Prepares for Travel South 2025 as Atlanta Concludes a Successful Showcase of Southern Charm

Published on January 6, 2025

The Travel South International Showcase 2024, held from December 2–5 in Atlanta, Georgia, brought together over 450 travel professionals from around the world, spotlighting the rich cultural heritage and tourism potential of the American South. This prestigious annual event, hosted at the new Signia by Hilton Atlanta Georgia World Congress Center, served as a hub for international travel partners, destination marketing organizations (DMOs), and suppliers from 12 Southern states.

Connecting the South to the World

The event, known as the South’s premier travel marketplace, featured an intensive schedule of 9,542 appointments alongside informal networking opportunities, live music, and a showcase of Southern hospitality. It attracted a record-breaking international delegation, including the largest contingent from Australia and New Zealand, represented by top agency and wholesaler groups.

Travel South USA President & CEO Liz Bittner emphasized the importance of the event in promoting travel to the Southern states. “If the Travel South USA region were a state, we would be the fifth most-visited state in the U.S.,” Bittner noted. “Our goal is to disperse tourism across the region, highlighting authentic accommodations, attractions, and experiences that travelers can’t find anywhere else.”

A Memorable Kickoff

The event commenced with the Kentucky Bourbon Reception on December 1, setting the stage for the Honors Night, which celebrated global ambassadors for their contributions to promoting the American South. Companies such as Infinity Holidays, Luxury Escapes, and Travel USA (NZ) were among the recipients of the prestigious TSUSA Ambassador Award, recognizing their efforts in boosting Southern tourism internationally.

Experiencing Atlanta

Delegates explored Atlanta through themed city tours, experiencing highlights like:

• Cycling tours along the Atlanta Beltline.
• A behind-the-scenes visit to the Mercedes-Benz Stadium.
• Cabbagetown street art tours.
• Hands-on culinary experiences, including a biscuit-making workshop.

The tours provided an immersive introduction to the city’s vibrant cultural and artistic scene, reinforcing Atlanta’s status as a major tourism hub.

A Marketplace of Opportunities

The marketplace sessions began after the All Y’all Welcome Breakfast, featuring Travel South USA Chair and Director of the Missouri Division of Tourism Stephen Foutes, and special guest appearances like the Coca-Cola Polar Bear. The marketplace fostered critical connections between buyers and suppliers, advancing the region’s tourism agenda.

Southern Hospitality and Entertainment

A hallmark of the event was its celebration of Southern culture. The Opening Night Celebration took place at the Atlanta Aquarium, where delegates enjoyed regional cuisine and aquatic exhibits. Live music performances were integral to the showcase, featuring:

• Nashville songwriters David Tolliver & Friends.
• Gospel melodies from Atlanta’s Morehouse College Glee Club.
• Jazz by Kansas City’s Eboni Fondren.

The performances added a dynamic cultural dimension, underscoring the South’s rich musical heritage.

Ambitious Goals for 2025

Brand USA President & CEO Fred Dixon addressed the audience with an update on global travel trends. He revealed that international visitor spending in the South is projected to surpass $10 billion by 2025, a significant leap from the estimated $8.4 billion in 2024, nearing pre-pandemic levels.

“To achieve this milestone, we must focus on extending visitor stays—adding one more day, one more destination, and one more attraction can generate an additional billion dollars,” Dixon stated.

Looking Ahead

The event concluded with the Travel South USA Super Fam program, where delegates explored the South further through tailored itineraries in Georgia, Alabama, Louisiana, North Carolina, South Carolina, Tennessee, and West Virginia. These tours offered firsthand experiences of the region’s unique offerings, from historical landmarks to culinary delights.

The next Travel South International Showcase will be held in Kansas City, Missouri, from December 2–5, 2025, marking the organization’s 60th anniversary. With an ambitious vision to expand tourism and offer richer experiences, Travel South USA continues to position the region as a leading global destination.

Key Highlights:

• More than 450 attendees and 9,542 business appointments.
• Cultural tours showcasing Atlanta’s landmarks and street art.
• Live music from Southern icons, blending tradition with modernity.
• Projections of $10 billion in international visitor spending by 2025.