Let’s talk about UK visitors. Are you seeing growth from that market, and how important is it to Louisiana?
Absolutely, it’s been really encouraging. As international visitation continues to rebound post-pandemic, we’ve definitely seen UK numbers steadily climbing. The UK has always been our biggest overseas market, and I think it’ll stay that way for a long time.
We’re really focused on keeping that momentum going, which is why we spend so much time in-market keeping people updated on what’s new, exciting, and worth promoting. After that initial strong recovery jump, we’re now seeing more of a slow but steady increase.
The new Amtrak route between New Orleans and Mobile, Alabama launches in a couple of weeks- how will this change the way visitors experience Louisiana?
We have so many international visitors and while many people from the UK might be used to driving, not everyone does, especially those from major cities where public transit is the norm. The train will be a convenient, accessible way for people to explore the South. It connects us to Mobile and opens up that Gulf Coast experience in a relaxed, fuel-efficient way.
It’s an economical option and ties in beautifully with the ideas of sustainability and slow travel. There’s even a nostalgic appeal to it; this return to scenic, unhurried journeys is something people are really embracing this year.
Here in the South, we’re known for our slower pace, and this kind of travel really complements that. It gives visitors the opportunity to take their time, see the sights, and start or end their journey in New Orleans, which means they can arrive and still have time to explore the city without stress.
What is the significance of a direct connection between two major Mardi Gras destinations?
What’s great is that this connection lets people experience both versions. You get a wider view of Mardi Gras culture. Even within Louisiana, I always encourage people to look beyond New Orleans; there are Mardi Gras celebrations across the state, each with their own unique flavour.
There are so many family-friendly options and cultural differences. Mardi Gras really reflects the community it’s celebrated in, so this train connection gives people the chance to see those diverse expressions up close. It’s not just the big-party stereotype people might have in mind—it’s much richer and more varied than that.
Looking ahead, what’s new in Louisiana that agents should be talking about this year and next?
So much is happening! We’ve had lots of boutique hotel openings, especially in our smaller, up-and-coming cities. One example is St. Francisville, as it’s known for being one of the most haunted places in the U.S., and now they’ve got beautifully designed inns with French-inspired, jewel-toned interiors. Their Main Street has really grown too, with new restaurants and even a brewery opening.
Lafayette just launched a new Po’ Boy Trail, which is fantastic. And we’re launching a Hot Sauce Trail this fall; super fun and definitely spicy!
In Ascension Parish, they’re offering new hands-on cooking classes for jambalaya, which is such a great way to experience our food culture up close. That kind of tactile experience where visitors can touch, taste, and create is what people are looking for.
We also just launched a new birding website, which guides visitors on where to spot over 400 bird species across the state. Turns out birding isn’t just for older travellers anymore, it’s trending with younger folks too. We even have a Yellow Rail Festival that draws birders from around the world.
And then there’s our big push on road trips. Louisiana is full of scenic byways and authentic small towns. We want visitors to go beyond just New Orleans and explore the heart of the state by car, or even better, slowly. Think slow travel meets Southern hospitality.
Speaking of trends, what else are you seeing?
One huge trend for 2025 and 2026 is historic highway travel. Route 66 is turning 100 next year, and while we’re not on Route 66, three of our own historic highways in Louisiana are also celebrating their centennials.
Two of the most prominent run across the north and south of the state. The southern one goes through Cajun country, with incredible food, Zydeco music, and backroads charm—not to mention it connects you to some amazing small towns.
The northern highway runs from Monroe to Shreveport and offers a totally different experience: blues, soul food, and even a deep connection to Elvis! After the Grand Ole Opry rejected him, Elvis made his mark in Shreveport at the Louisiana Hayride. There’s an amazing tour at the Shreveport Municipal Auditorium that brings that history to life.
So while everyone else is on Route 66, we’re saying: come celebrate 100 years of our own amazing highways and go off the beaten path.
And what about working with the trade? What should travel agents and operators look out for?
We’re planning at least one UK fam trip for the next fiscal year. We really believe that once agents experience Louisiana for themselves, they’re better equipped to sell it.
We’re also working closely with Brand USA on new training modules and badges through their Destination Discovery program. That’ll help agents dive deeper into Louisiana’s food, music, and outdoors so they can better understand the unique things we offer.
We’ve always had a great relationship with our tour operator partners in the UK and want to keep building on that. You can definitely expect fresh training, more engagement, and opportunities to experience the destination firsthand.
