Travel South USA President and CEO Liz Bittner led the presentation alongside several representatives from the North American tourism sector, highlighting the growing interest of Brazilian travelers in the region and the opportunities the destination offers.
Participants included Kim Moura and Allan Colen of Outlook Reps, Travel South USA’s representatives in Brazil, as well as Brandon Barnes of the Atlanta Convention & Visitors Bureau (CVB); Marie Stagg of Visit Baton Rouge; Jenny Wilson and Derek Byrne of Visit Kansas City, Missouri; Paula Travis of Visit Mississippi; Heidi Walters of Visit North Carolina; and Tomás Rey of Rey Royal.
Numbers and Trends: The US South on the Rise
Liz Bittner noted that 55% of international travelers say they are somewhat familiar with the Southern U.S., and 66% consider the region an attractive destination. Additionally, 48% of travelers said they learned about the destination through journalistic articles, with topics such as spicy chicken restaurants in Nashville, new Michelin Guide establishments in Atlanta, the historic capital in Baton Rouge, and the cultural/music scene in Kansas City.
The study also indicates that 56% of long-distance travelers worldwide plan to visit the southern US in the next five years, consolidating the region as one of the most sought after.
Another relevant piece of information presented at the event was the profile of Brazilian tourists visiting the region: 55% belong to the millennial generation, aged between 28 and 50, seeking authentic experiences and unique gastronomic and cultural experiences. In addition, most of these travelers have time available for up to 20 days of international travel.
Authentic experiences win over Brazilians
Unlike first-time tourists, Travel South USA focuses on people who already know the US and are looking for destinations beyond the traditional New York, California and Las Vegas. These travelers tend to value immersive experiences and use tourism professionals to plan their trip.
Another factor driving the choice of the southern US is value for money. According to Bittner, while destinations like New York and San Francisco demand a higher budget, in the southern US a traveler can spend around US$5,700 for a complete experience, extending their stay for up to three weeks.
To increase access to small, local experiences, Travel South USA is investing in the Tourism Exchange USA platform, connecting smaller companies in the sector, such as inns and state parks, to the international market. The United States is currently the fifth country to implement this model, following in the footsteps of Australia, the United Kingdom, Japan and Indonesia.
Culture, music and historical tourism in the spotlight
The event also highlighted the region's cultural attractions. The southern United States is considered the birthplace of American music, spanning genres such as jazz, country, blues and rock 'n' roll. Cities such as New Orleans, Memphis and Nashville offer live music daily, with bars and clubs offering free admission, providing an authentic experience.
On the historical front, the area is home to landmarks from the U.S. civil rights movement. By 2027, 13 sites on the U.S. Civil Rights Trail are expected to become UNESCO World Heritage Sites, including the Edmund Pettus Bridge in Selma, Alabama, and the tomb of Martin Luther King Jr. in Atlanta.
The region also boasts some of the region's most popular natural attractions, including the Great Smoky Mountains National Park, the most visited national park in the United States, receiving three times more visitors than the Grand Canyon. Located between Tennessee and North Carolina, the park is free to enter and has six different entrances.
Route 66 and news for 2025
Travel South USA representatives also highlighted the growing interest in road trips, promoting classic routes across the southern U.S. By 2025, the legendary Route 66 will gain new attractions, including a neon sign museum in Missouri that will showcase iconic signs from the highway.
The World Cup and new tourism opportunities
The World Cup is about to arrive in the United States, and excitement is already taking over the country. The event, which will be one of the biggest in the history of the sport, reflects the growing interest of Americans in soccer, especially in the south of the country, where the sport has become increasingly popular among young people.
Atlanta, for example, stands out with a strong team and an enthusiastic fan base. In addition, the competition will take place at a special time for the United States, which will celebrate the 250th anniversary of its independence, making the experience even more memorable. With significant investments in infrastructure and tourism, the country is preparing to welcome thousands of fans in Atlanta in 2026.
With cultural and sporting festivals, new attractions and continued investment in promoting the destination, Travel South USA has reinforced its commitment to attracting more Brazilian tourists to explore the southern United States, highlighting the region's authenticity, accessibility and diversity.
Report and photos: Mary de Aquino.