Travel South USA, the official regional destination marketing organization for the southern United States, has concluded a four-day trade and media mission across New Zealand and Australia, bringing together tourism leaders from across the American South to strengthen relationships with key 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 while highlighting major opportunities for Australasian travellers in the years ahead, including FIFA World Cup 2026, America 250 celebrations, the centenary of Route 66 and growing global recognition of the region’s world-class culinary scene.
The mission brought together representatives from destinations and attractions across the South, including Alabama, Louisiana, Mississippi, Missouri, North Carolina, South Carolina and Tennessee, alongside iconic 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.
Providing the cultural heartbeat of the mission was acclaimed Louisiana vocalist Robin Barnes, known as The Songbird of New Orleans, who joined delegates throughout the program and performed at key events across Auckland, Melbourne and Sydney.
Across the four-day program, delegates engaged with over 200 leading travel trade, media and industry partners from Australia and New Zealand, reinforcing the importance of both markets to the region’s long-term tourism growth.
The mission commenced in Auckland before travelling to Melbourne and Sydney, reflecting Travel South USA’s continued investment in the Australian and New Zealand markets.
Australia remains one of the region’s strongest international source markets, with visitor spend projected to reach US$289.7 million in 2026, an increase of 6.4 per cent year-on-year, while visitation is forecast to grow 4.2 per cent to 115,200 visitors. Australia currently ranks as Travel South USA’s seventh-largest international market by visitor spend and twelfth by visitation volume. (Source: Tourism Economics, February 2026; Future Partners, March 2026).
The mission also highlighted the South’s growing influence on the global culinary stage following the launch of the MICHELIN Guide American South in 2025, the first regional edition of the MICHELIN Guide in North America. The inaugural guide recognised 228 restaurants across the region representing 44 different cuisines, with 22 restaurants awarded one MICHELIN Star and Emeril’s in New Orleans receiving two MICHELIN Stars.
The mission comes at a pivotal time for the region, with FIFA World Cup 2026 underway, America 250 celebrations taking place across the United States, and the centenary of Route 66 helping shine a spotlight on some of the country’s most iconic road trip experiences.
“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,” said Liz Bittner, President and CEO of Travel South USA.
“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 mission concluded with a reception hosted by the U.S. Consul General in Sydney, bringing together travel industry leaders, media and partners to celebrate the enduring tourism and cultural ties between the American South, Australia and New Zealand.
