Winter came early to Kansas City with subzero temperatures and heavy snow as delegates from around the world gathered for Travel South International Showcase (TSIS)* in early December.
With national inbound visitation figures dropping almost as quickly as the outdoor thermometer amidst a complex global landscape of shifting traveller sentiments and geopolitical headwinds, the states of the Southern U.S. demonstrated a resilience that even the weather could not dampen.
Under the energetic leadership of Liz Bittner, President and CEO of Travel South USA, the convention served as a powerful reminder that the “Southern flavour” remains a major draw for the global market.
Bucking the trend: Southern resilience
While long-haul travel to the broader USA has faced a “bumpy runway”, the South is significantly outperforming national averages.
Data shared at Travel South indicates that while national overseas arrivals saw declines, the Southern region remains relatively buoyant, experiencing only a 3% decline in certain key segments — a testament to what was described as the South’s “secret sauce” of partnership and storytelling.
“Your partnership, product development, itineraries, and storytelling are helping us keep demand for the South not just steady but also rising,” Stephen Foutes, Missouri Division of Tourism Director, told international delegates.
Projections for international visitor spending in the South are now expected to exceed $10 billion (€9.2bn) in 2025, a significant leap from the $7.7 billion recorded in 2024.
A new brand identity: infinite possibilities
A major highlight of the Kansas City showcase was the unveiling of a refreshed brand identity for the 12-state collective.
Liz Bittner presided over the convention with her trademark enthusiasm, introducing the new platform: “One Region. Infinite Possibilities.”
In her keynote, she emphasised the unity and diversity of the region, commenting: “It’s how we want to show the world what makes the South unlike any other place on the planet because we are one region.
“But within the region, there are infinite possibilities, infinite experiences, infinite stories, infinite reasons to visit.”
The new branding is designed to carry the organisation into its next 60 years, defining the South by its “rich tapestry of food, music, history, landscapes, and road trips”.
Bittner also introduced the organisations new strapline – the tongue twisting ‘welcome all y’all’.
The road to 2026: FIFA World Cup and Route 66
With the convention hosted in Kansas City, the smallest of the 16 host cities for this summer’s FIFA World Cup 2026, the “electricity” of the upcoming tournament was palpable. Kansas City and Atlanta, both major Southern hubs, used the platform to announce ambitious plans for the global event.
Kansas City officials detailed the “KC 2026” fan fest experience, which will be centred on the lawn of the National WWI Museum and Memorial, while Atlanta highlighted its Mercedes-Benz Stadium preparations.
The buzz was further amplified by the timing of the convention, which occurred just as the world was tuning in for the tournament’s group draw.
Simultaneously, states across the region provided updates on the 100th Anniversary of Route 66 in 2026.
With the “Mother Road” winding its way through Missouri and Kansas before heading west, delegates were treated to facts about the centennial.
With nearly 2,448 miles of history, Route 66 remains a “living symbol of America’s pioneering spirit,” as noted by Caroline Beteta, Chair of the Route 66 Centennial Commission.
Missouri, in particular, highlighted its “offbeat” attractions, from the World’s Second-Largest Fork in Springfield to the neon history of St. Louis.
Historical milestone: Virginia 250
Virginia used the stage in Kansas City to detail its plans for the 250th Anniversary of American Independence in 2025.
The “VA250” commission shared details of a multi-year commemoration, including the signature “Give Me Liberty” exhibition.
The state’s outsized role in the forging of the nation will be a primary marketing pillar, with 70 history sites across the Commonwealth offering a commemorative “passport” for international travellers to collect stamps and experience the roots of American democracy.
Conclusion
TSIS 2025 seemed more than a marketplace and something of a “Diamond Jubilee” celebration of Southern heritage.
From the 1920s-themed gala at the Midland Theatre to the business sessions, the convention showed that the South is not just a destination but markets itself as an entire cultural movement.
As Liz Bittner concluded, the region is “defined by richness as a whole”, and with the World Cup, the Route 66 Centennial, and the 250th Anniversary on the horizon, the South is perfectly positioned to welcome the world with its unparalleled hospitality in the months ahead.
*Travel South is a non-profit, regional destination marketing organisation representing the states of Alabama, Arkansas, Georgia, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Virginia, and West Virginia.
