Travel South USA has wrapped up a four-day trade and media mission across Australasia.
The initiative brought together tourism leaders from across the American South to strengthen ties with travel trade, media and industry partners in Melbourne and Sydney.
Liz Bittner, Travel South USA President and CEO, said Australian travellers connected naturally with what made the region special.
“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,” Ms Bittner said.
Led by tourism directors from South Carolina, North Carolina and Louisiana, the mission brought together representatives from Alabama, Louisiana, Mississippi, Missouri, North Carolina, South Carolina and Tennessee.
Experiences including the Grand Ole Opry, Country Music Hall of Fame, U.S. Space and Rocket Center and Memphis Tourism were also represented.
Acclaimed Louisiana vocalist Robin Barnes, known as ‘The Songbird of New Orleans’, provided the cultural heartbeat of the mission, performing at key events across all three cities.
Australia remains one of the region’s strongest international source markets, with visitor spend projected to reach $US289.7 million in 2026, an increase of 6.4 per cent year on year, and visitation forecast to grow 4.2 per cent to 115,200 visitors.
The mission also highlighted the South’s growing culinary influence following the launch of the MICHELIN Guide American South in 2025, the first regional edition of the guide in North America, recognising 228 restaurants across 44 cuisines with 22 earning one coveted star.
The program concluded with a reception hosted by the U.S. Consul General in Sydney.
Featured image photo credit: Tanya Wilson
