Travel South USA

What Travel South USA does

Travel South USA is the official regional destination marketing organization (DMO) for the Southern United States, founded in 1965 and headquartered in Atlanta, Georgia. The organization represents 12 member states (Alabama, Arkansas, Georgia, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Virginia, and West Virginia) and operates as a non-profit governed by a board of state tourism directors. Its mission is to position the Southern U.S. as a top-tier global destination through marketing, sales, public relations, and strategic partnerships.

The company's core products center on three flagship programs: the International Showcase (an annual boutique travel trade marketplace in Nashville with pre-scheduled buyer-supplier appointments), the Global Week/Global Media Marketplace (media engagement events), and the Global Network Program (year-round in-market representation across nine international markets via contracted representatives). Supporting sub-products include Super FAM Tours, Sales Kits and Training Tools, Asset Libraries, Cooperative Marketing Programs, and thematic guides like the U.S. Civil Rights Trail Travel Guide. The technology stack is modest and web-based, comprising an automated appointment scheduling system (matching ~90% of buyer requests), a delegate portal, and a digital asset library; no AI/ML capabilities are disclosed.

Travel South USA's business model blends recurring member state dues (~$15,000/state historically), event registration fees (suppliers $1,695-$2,695, buyers $395-$495, travel service providers up to $3,500), tiered sponsorships (Platinum, Gold, Silver), and Global Network Program subscriptions that enable cost-shared international market access. The organization runs with a lean team of approximately six staff, executes through a network of 9 in-market international representatives, and partners with major travel platforms (Hotelbeds, Expedia, Brand USA, Delta Air Lines) for amplified consumer reach.

Name

Travel South USA

Legal name

Travel South USA

Website

https://industry.travelsouthusa.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

1–10 employees

Short description

Travel South USA is a non-profit regional destination marketing organization founded in 1965, representing 12 Southern U.S. states and connecting international tour operators with Southern travel suppliers through marketplace events, global in-market representation, and cooperative marketing programs.

Ownership category

akta.pro rank

Product category

Destination Marketing Organization Services

NAICS

Tour Operators (561520), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

Keywords

• Destination marketing services
• Travel trade marketplace
• Tourism promotion programs
• International buyer outreach
• Regional cooperative marketing

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. State Membership Dues: Annual dues from 12 member state tourism offices (Alabama, Arkansas, Georgia, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Virginia, West Virginia). Historically $15,000 per state with current rates not disclosed.
2. International Showcase Registration Fees: Event registration fees from suppliers ($1,695-$2,695 per booth), international buyers ($395-$495), U.S. receptive operators, and travel service providers ($750-$3,500). Includes early-bird and standard pricing tiers.
3. Sponsorship Revenue: Sponsorship packages at multiple tiers (Platinum, Gold, Silver, Sustaining Members) for International Showcase and other events. Sponsors include destination marketing organizations, hotels, airlines, and travel industry partners.
4. Global Network Program Subscriptions: Cost-sharing model where participating state and destination partners subscribe to priority international markets for year-round in-market representation and integrated marketing, trade, and PR efforts.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Travel South USA is the official regional destination marketing organization representing 12 Southern U.S. states. It operates the annual International Showcase marketplace event, Global Week media marketplace, Global Network Program providing year-round in-market representation across 9 international regions, Super FAM familiarization tours, cooperative marketing campaigns with media and travel platforms, and produces sales kits, asset libraries, and multilingual destination guides for the travel trade.

Product overview

Travel South USA operates as a destination marketing organization (DMO) with a portfolio of interconnected programs and services rather than a unified software product. The core offerings include International Showcase (a boutique travel trade conference with pre-scheduled buyer-supplier appointments), Global Week/Global Media Marketplace (media engagement events), and the Global Network Program (year-round international market representation). Supporting these flagship programs are Sub-brands including Sales Kits and Training Tools for travel professionals, Asset Libraries containing promotional media assets, Cooperative Marketing Programs with media partners, the International Planner guide (available in five languages), and the U.S. Civil Rights Trail Travel Guide. Together, these services provide a comprehensive suite of marketing, trade development, and promotional resources for the 12-state Southern USA region.

Differentiator

Problem solved

Functional benefit

Products and services

• International Showcase A boutique-style travel trade conference featuring pre-scheduled appointments, networking events, and city tours in a booth-style marketplace format connecting international buyers and U.S. receptive tour operators with over 200 Southern travel suppliers across 4 full days of programming.
• Global Week / Global Media Marketplace Annual international media marketplace event featuring press trips, media missions, and the Global Innovation Challenge, connecting Southern destinations with international travel journalists and media.
• Global Network Program Collaborative cost-sharing subscription program providing year-round in-market representation across 9 priority international regions (Australia, Benelux, Brazil, Canada, DACH, France, India, Italy, Nordic Union), supporting integrated marketing, trade development, and public relations efforts.
• Super FAM Tours Post-event familiarization tours for qualified international buyers and media to experience Southern destinations firsthand, showcasing attractions, accommodations, and experiences across multiple member states with themed itineraries.
• Cooperative Marketing Programs Curated marketing and sales co-op opportunities with leading media and travel platforms such as Hotelbeds, Wanderlust, Bedsonline, Expedia, Travelzoo, National Geographic, and Smithsonian, targeting consumers from top-tier international markets in partnership with Brand USA.

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

27 partnerships are on record, tiered core, major and minor.

• Brand USAcoreGTM or Marketing PartnerGlobal Alliance Partner providing coordinated marketing efforts and alignment with national US tourism promotion. Collaborates on trade shows, sales missions, and cooperative advertising campaigns.
• Delta Air LinescoreGTM or Marketing PartnerPlatinum Sponsor and Global Alliance Partner providing air connectivity support for international travel to the Southern US. Partner for 2026 International Showcase.
• Tourism EconomicscoreStrategic or Co-development PartnerGlobal Alliance Partner providing economic research, market intelligence, and data analysis for regional tourism strategy.
• Rhythms of the SouthcoreGTM or Marketing PartnerPlatinum Sponsor representing music destinations (Atlanta, Nashville, New Orleans). Collaborates on themed campaigns and event programming.
• Miles PartnershipcoreStrategic or Co-development PartnerPlatinum Sponsor providing marketing technology, content development, and brand standards support. Operates brand standards platform and creative services.
• Visit MississippicoreGTM or Marketing PartnerPlatinum Sponsor and host of International Breakfast & Opening Ceremonies. Active participant in International Showcase events.
• Virginia Tourism CorporationcoreGTM or Marketing PartnerPlatinum Sponsor hosting International Networking Breakfast. Active in promoting Virginia destinations internationally.
• Kentucky TourismcoreGTM or Marketing PartnerPlatinum Sponsor hosting Honors Night Celebration. Active in FAM tours and music heritage promotion.
• Sweet Home AlabamacoreGTM or Marketing PartnerPlatinum Sponsor hosting Flavor of Alabama Luncheon. Features Muscle Shoals music heritage and Southern hospitality.
• Discover South CarolinacoreGTM or Marketing PartnerPlatinum Sponsor sponsoring afternoon breaks during International Showcase. Promotes coastal and cultural tourism.
• Explore LouisianacoreGTM or Marketing PartnerPlatinum Sponsor sponsoring afternoon breaks. Active in culinary and cultural tourism promotion.
• Nashville Convention & Visitors CorpcoreGTM or Marketing PartnerHost city partner for 2026 International Showcase. Provides venue access, city tours, and Opening Night Celebration hosting.
• Gate 7 AustraliacoreChannel Partner/ Reseller/ DistributorIn-market representative for Australia and New Zealand. Provides trade representation, PR services, and tour operator recruitment for the Australian market.
• Target Travel MarketingcoreChannel Partner/ Reseller/ DistributorIn-market representative for Benelux (Netherlands, Belgium, Luxembourg). Provides sales and marketing representation for Dutch-speaking markets.
• Outlook RepscoreChannel Partner/ Reseller/ DistributorIn-market representative for Brazil. Provides sales representation, digital marketing, and event organization for Brazilian travel trade.
• Reach GlobalcoreChannel Partner/ Reseller/ DistributorIn-market representative for Canada. Based in Toronto, provides sales and marketing services across Canadian markets.
• Global Communication Experts (GCE) GmbHcoreChannel Partner/ Reseller/ DistributorIn-market representative for DACH region (Germany, Austria, Switzerland). Provides trade development, media relations, and marketing services.
• B World CommunicationcoreChannel Partner/ Reseller/ DistributorIn-market representative for France. Provides PR services with 3,000+ press contacts and monthly communications to media database.
• Sartha Global MarketingcoreChannel Partner/ Reseller/ DistributorIn-market representative for India. Based in New Delhi, provides PR, travel trade management, and market development services.
• Hopscotch TourismcoreChannel Partner/ Reseller/ DistributorIn-market representative for Italy. Based in Milan, provides account management and trade development services.
• Five Marketing Solutions, Ltd.coreChannel Partner/ Reseller/ DistributorTrade representative for Nordic Union markets (Denmark, Sweden, Norway, Finland). Provides sales and marketing services.
• Visit SavannahmajorGTM or Marketing PartnerGold Sponsor representing Savannah, Georgia destination. Promotes coastal Georgia tourism internationally.
• Lake CharlesminorGTM or Marketing PartnerSilver Sponsor representing Lake Charles, Louisiana destination.
• Huntsville CVBminorGTM or Marketing PartnerSilver Sponsor representing Huntsville, Alabama destination.
• International Inbound Travel Association (IITAmain)minorGTM or Marketing PartnerSilver Sponsor representing inbound travel industry association.
• The Westin NashvillemajorGTM or Marketing PartnerHost hotel for 2026 International Showcase with discounted room rates for delegates.
• Omni Nashville HotelmajorGTM or Marketing PartnerHost hotel for 2026 International Showcase with discounted room rates for delegates.

Scale indicators6 records

Recent moves12 records

Expansion highlights5 records

Regional players

• Visit Florida: Visit Florida is a state DMO focused on promoting Florida as a tourism destination, including significant international inbound marketing. It is a peer to Travel South USA through similar business model (state DMO, international trade shows, in-market reps) but is a single-state organization rather than a multi-state regional coalition.
• Choose Chicago: Choose Chicago is the city-level DMO for Chicago, operating international sales missions, FAM tours, and cooperative marketing programs. It is a comparable DMO peer to Travel South USA in business model (convention and visitors bureau) but operates at a single-city geographic scale rather than a multi-state regional focus.

Direct peers

• NYC & Company: NYC & Company is the official destination marketing organization for New York City, operating international trade missions, FAM tours, and cooperative marketing programs targeting international tour operators. It is a direct peer to Travel South USA in operating as a DMO connecting international buyers with destination suppliers.
• European Travel Commission: European Travel Commission is a multi-country tourism marketing organization promoting Europe to international markets through cooperative marketing and research. It is a direct peer to Travel South USA as a multi-state/regional DMO consortium rather than a single-country DMO, with similar member-state structures and international promotional activities.
• Visit California: Visit California is a state-level destination marketing organization promoting international inbound tourism to California. It operates as a direct peer to Travel South USA in the DMO space, running similar international trade shows, FAM tours, in-market representation, and cooperative marketing programs targeting the same international tour operator audience.
• Visit Texas: Visit Texas is the state DMO for Texas promoting international inbound tourism through trade shows, FAM tours, and cooperative marketing. It is a direct peer to Travel South USA in the US state DMO space, using similar channels to reach international tour operators and travel buyers.

Broad incumbents

• Brand USA: Brand USA is the national destination marketing organization for the United States and operates as a Global Alliance Partner to Travel South USA. Both organizations promote US tourism to international markets through cooperative marketing, trade events, and in-market representation, with Brand USA operating at the national level and Travel South USA at the regional level.
• Tourism Australia: Tourism Australia is Australia's national DMO running international marketing campaigns, trade events, and in-market representation globally. While geographically distinct, it operates the same DMO business model as Travel South USA at a national scale, including cooperative marketing with travel platforms and tour operator engagement programs.
• Destination Canada: Destination Canada is the national Canadian DMO promoting international inbound tourism to Canada through market representation, trade events, and cooperative marketing. It is a comparable national DMO peer to Travel South USA's regional DMO model, with similar functions of international promotion, trade engagement, and market intelligence.

Others

• U.S. Travel Association: U.S. Travel Association is the national trade association for the US travel industry, representing all segments of the travel industry to policymakers and consumers. It is a peer to Travel South USA as an industry trade/marketing organization but is broader in scope, covering all US travel industry advocacy rather than regional destination promotion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/TravelSouthShowcase
• Facebookfacebook.com/TravelSouthUSA
• Instagraminstagram.com/travelsouthusa/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Travel South USA