Southeast Tourism Society

What Southeast Tourism Society does

Southeast Tourism Society (STS) is a 501(c)(6) non-profit trade association founded on September 14, 1983, that serves as the regional tourism alliance for 13 southeastern U.S. states plus the District of Columbia. The organization delivers a four-pillar platform of Education, Advocacy, Recognition, and Networking to approximately 500 member organizations and 1,000+ travel professionals spanning DMOs/CVBs, attractions, hotels, tour operators, meeting planners, state tourism offices, individual tourism professionals, and B2B service providers. Core products include the annual Connections conference, the 30+ year Marketing College certification program (granting the Travel Marketing Professional/TMP designation), the Congressional Summit for federal advocacy, the Shining Example Awards, and the Signature Events and Shooting Stars recognition programs.

The underlying technology footprint is modest: a Squarespace-hosted public website (southeasttourism.org) plus an online member portal (web.southeasttourism.org) handling membership enrollment, renewals, and event registration. The product portfolio is content- and event-driven rather than technology-driven, with flagship publications including the award-winning Escape to the Southeast travel guide (2022 Platinum MarCom Award), the Go South Tour Planner (distributed to 30,000+ group travel planners in partnership with The Group Travel Leader, Inc.), and the STS Southern Meeting Guide (distributed to 16,000+ meeting planners in partnership with Small Market Meetings). Supporting resources include a virtual learning program with bi-monthly Coffee and Conversations meetups, an Industry Job Board, RFP listings, and the Tourism Academy OnDemand learning platform accessible to service-provider members.

The business model is a multi-stream subscription/recurring revenue model anchored by tiered annual membership dues (priced by organization type and annual budget), event and conference registration fees (with member pricing), corporate sponsorships, and corporate partnership programs across six partner categories (Corporate, Industry, Society, Affiliate, Association, State Partners). GTM is sales-led via a dedicated membership team (Sr. Director of Membership Development, Director of Membership and Business Development) supplemented by direct online enrollment and event-driven lead capture. Mailing operations are based in Arlington, VA, with remittance processing in Flowery Branch, GA, and the organization operates with a lean staff of 1-10 employees.

Name

Southeast Tourism Society

Legal name

Southeast Tourism Society

Website

https://southeasttourism.org

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Southeast Tourism Society is a 501(c)(6) non-profit trade association, founded in 1983, that delivers education, advocacy, recognition, and networking programs to approximately 500 tourism organizations and 1,000+ professionals across 13 southeastern U.S. states plus D.C.

Ownership category

akta.pro rank

Product category

Travel & Tourism Trade Association

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Convention and Visitors Bureaus (561591), Arts, Entertainment, and Recreation (71)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

Keywords

• Tourism trade association
• Travel industry networking
• Destination marketing education
• Regional tourism promotion
• Tourism professional certification

Headquarters

HQ city

Roswell

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: STS generates revenue through annual membership fees from various categories including attractions, DMOs/CVBs, hotels, service providers, and individual tourism professionals. Membership is priced based on organizational type and annual budget.
2. Event Registrations: Revenue from annual conferences and programs including Connections conference, Marketing College, Congressional Summit, and other educational events. Member pricing is available.
3. Sponsorship: Corporate partners and sponsors support STS events and programs in exchange for brand visibility, access to members, and networking opportunities. Various sponsorship levels are available.
4. Corporate Partnerships: Ongoing partnerships with corporate partners including technology providers, service firms, and industry suppliers who pay for enhanced visibility and access to STS members.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels12 records

Core offering

Southeast Tourism Society (STS) is a 501(c)(6) non-profit trade association delivering membership-based education, advocacy, recognition, and networking programs for tourism professionals across 13 southeastern U.S. states plus the District of Columbia. Core offerings include the Travel Marketing Professional (TMP) certification through Marketing College, the annual Connections conference, advocacy events such as the Congressional Summit, recognition programs including Shining Example Awards and Signature Events, and member-exclusive publications such as the Go South Tour Planner, STS Southern Meeting Guide, and Escape to the Southeast travel guide.

Product overview

Southeast Tourism Society (STS) is a 501(c)(6) non-profit trade association offering a unified platform of membership-based programs and services for tourism professionals across 13 southeastern states. The core offering centers on four pillars: Education (Marketing College, webinars, virtual learning), Advocacy (Congressional Summit, Federal Directory, Tourism Works!), Recognition (Shining Example Awards, Signature Events, Shooting Stars Award), and Networking (Connections Conference, Travel Media Meetup, Coffee and Conversations). Supporting resources include the Go South Tour Planner and STS Southern Meeting Guide (published via Issuu), Escape to the Southeast travel guide, Industry Job Board, Request for Proposals listings, STS Online Directory, and Tourism Academy OnDemand learning platform. All programs are available to members with tiered pricing and non-member access for certain awards.

Differentiator

Problem solved

Functional benefit

Brands

• Connections: Annual conference event featuring educational sessions, networking events, industry trade show, award ceremony, and STS Marketing College graduation luncheon. Held in Richmond, VA September 9-11, 2026 and Kingsport, TN October 25-27, 2027.
• Marketing College
• Shining Example Awards
• Signature Events of the Southeast
• Shooting Stars Award
• Travel Media Meetup
• Escape to the Southeast
• Go South Tour Planner
• STS Southern Meeting Guide
• Congressional Summit

Products and services

• STS Marketing College A week-long intensive certification program spanning a three-year curriculum that leads to certification as a Travel Marketing Professional (TMP). Includes an optional Festivals & Events curriculum. Designed for tourism professionals seeking formal credentials and career advancement.
• Connections Conference Annual fall conference featuring educational sessions, networking events, industry trade show, award ceremony, and Marketing College graduation. Scheduled for Richmond, VA (September 9-11, 2026) and Kingsport, TN (October 25-27, 2027). Open to members and non-members.
• Shining Example Awards Annual awards program recognizing outstanding contributions in tourism in the Southeast United States, comprising 15 awards within 13 categories. Held in conjunction with the Connections conference. Open to members and non-members.
• Travel Media Meetup Networking event connecting tourism professionals with travel media, bloggers, and influencers. Held twice per year. Open to members and select non-members.
• Virtual Learning and Webinars Complimentary webinars throughout the year providing industry insights from experts, plus Coffee and Conversations virtual meet-ups on the third Wednesday of every other month. Designed for STS members and the broader tourism professional community.
• Go South Tour Planner Group travel industry's most comprehensive tour planning reference on the Southeast, distributed to over 30,000 group travel planners, tour operators, and bus companies. Produced in partnership with The Group Travel Leader, Inc.
• STS Southern Meeting Guide Most comprehensive meeting planning reference on second- and third-tier destinations in the Southeast, sent to over 16,000 meeting planners and association executives. Produced in partnership with Small Market Meetings.
• Escape to the Southeast Travel Guide Annual travel guide showcasing destinations in the Southeast, winner of 2022 Platinum MarCom Award. Available as a digital guide reaching travelers and tourism professionals.
• Industry Job Board Platform for posting and finding tourism industry job listings across the Southeast, updated weekly. Serves tourism employers and job seekers throughout the 13-state region.
• Request for Proposals (RFP) Listings Platform for posting and accessing RFPs for tourism industry services including destination marketing, creative services, social media marketing, and website design. Used by DMOs, attractions, and tourism service providers across the Southeast.
• Signature Events of the Southeast Recognition program (formerly Top 20 Festival & Events) that brings publicity and recognition to the best events in the Southeast. Awarded quarterly to surface premier festivals and events across the region.
• Congressional Summit Annual advocacy event bringing tourism leaders to Washington D.C. for congressional engagement. Includes advocacy training for local, state, and federal level involvement on tourism policy.
• Shooting Stars Award Award program recognizing excellence in tourism marketing and communications. Part of STS's recognition pillar with open submission process.
• STS Online Directory Online searchable directory providing access to STS member organizations and service providers across the Southeast. Available to members and select stakeholders.
• STS Membership Annual tiered membership program with three categories: Organization Membership (Attractions, DMOs, Hotels) tiered by annual budget, Service Provider Membership for B2B tourism service suppliers, and Individual Membership for tourism professionals. Includes access to events, education programs, advocacy resources, and member directory.

Quantifiable outcome

• Over 40 years of regional tourism leadership and advocacy
• +2 more outcomes

Named customers6 records

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• SimpleviewcoreStrategic or Co-development PartnerSimpleview is a corporate partner providing data platforms, destination management technology, and marketing insights to STS members. They participate in STS events and share research through multiple channels including Marketing College. STS leadership describes Simpleview as providing meaningful connections and relationship-building opportunities with members.
• Advance Travel and TourismcoreStrategic or Co-development PartnerLong-term corporate partner aligned with STS geographical footprint and organizational pillars. They have grown alongside STS over many years of membership and frequently discuss the partnership with prospective members. They support STS through webinars, sponsorships, and active participation in events.
• Charles Ryan AssociatesminorStrategic or Co-development PartnerCorporate partner providing tourism consulting services. STS brings together talented minds in tourism, and the partnership allows Charles Ryan Associates to stay on top of trends and innovative ideas.
• OBPcoreStrategic or Co-development PartnerCorporate partner for over 10 years, supporting STS mission to grow tourism in the Southeast. OBP is proud to support the organization and its dedicated team.
• Accent Creative GroupminorStrategic or Co-development PartnerCorporate partner providing creative marketing services to tourism industry. Active member with Growth Marketing Manager/Idea Cultivator participating in STS programs.
• J RudnyminorStrategic or Co-development PartnerCorporate partner listed on STS website as part of the corporate partner ecosystem serving tourism industry.
• Small Market MeetingscoreStrategic or Co-development PartnerStrategic partnership to produce the STS Southern Meeting Guide, the meetings industry's most comprehensive meeting planning reference on second and third-tier destinations in the Southeast. Distributed to 16,000+ meeting planners.
• The Group Travel Leader, Inc.coreStrategic or Co-development PartnerPartnership to produce Go South, the group travel industry's most comprehensive tour planning reference on the Southeast. Distributed to 30,000+ group travel planners, tour operators, and bus companies.
• Pineapple Public RelationsminorGTM or Marketing PartnerPartner in joint webinar on earned and paid media strategies for tourism marketing. Collaborated with STS and Advance Travel and Tourism on industry education content.
• Southeast Festivals and Events AssociationminorGTM or Marketing PartnerAssociation partner providing member pricing at annual conference. STS members receive discounted registration to Southeast Festivals and Events Association Conference.
• Florida Attractions AssociationminorGTM or Marketing PartnerAssociation partner providing member pricing at annual conference. STS members receive discounted registration to Florida Attractions Association Conference.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/southeasttouris
• LinkedInlinkedin.com/company/southeast-tourism-society

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Southeast Tourism Society