Travel South USA, HBX Group inspiring Canadians with new campaign

Travel South USA and HBX Group have teamed up to launch the “Authentic South – All Y’all Are Welcome” campaign for Fall and Winter 2025-2026 including eight states and 16 city partners, designed to make it easier than ever for Canadian travellers to discover the warmth, charm, and hospitality of America’s Southern states.

Building on a proven, data-driven marketing strategy, the campaign will spotlight the American South as an accessible, authentic, and value-rich destination for Canadians.

Through exclusive travel trade partnerships, targeted digital marketing, and curated offers, Canadian travellers will gain access to special promotions and simplified booking options, making their next Southern getaway seamless from start to finish.

The initiative leverages HBX Group’s B2B distribution network including more than 64,000 travel agencies and 71,000 travel distributors worldwide to amplify Travel South USA’s presence across the Canadian travel trade.

The partnership is part of Travel South USA’s continued investment in the Canadian market, following strong yearly growth in visitation and bookings.

Liz Bittner, President & CEO, Travel South USA, said that: “Canada remains one of our most important international markets, and we’re committed to making Southern travel not just appealing but also a great value for Canadian visitors.” And Bitner continued: “Through our partnership with HBX Group, we’re creating new pathways for Canadians to experience the genuine hospitality, vibrant culture, and unforgettable adventures that define the U.S. South, all while unlocking exclusive deals and ease of booking through trusted travel advisors.”

Joseph Sheller, VP Strategic Marketing Solutions, HBX Group, explained that: “The destinations that encompass the Travel South USA footprint provides the perfect leisure vacation for Canadians.”

Sheller pointed out that: “They can explore many destinations in one trip and experience amazing food, music and hospitality that can only be found in the South. The Canadian Market is very important to HBX Group as a company and will always remain a key source market in the partnership between HBX Group and Travel South USA.”

Running from Oct. 1, 2025, through April 20, 2026, the seven-month campaign will feature premium visibility across HBX Group’s booking platforms, destination landing pages, newsletters, and social media.

Canadians will benefit from curated itineraries, promotional hotel rates, and seasonal travel packages tailored to inspire longer stays and deeper exploration of the South’s most iconic and hidden-gem destinations.

With this campaign, Travel South USA continues to strengthen its leadership as the largest regional cooperative tourism initiative in North America – unifying eight Southern states and 16 city partners to welcome Canadian travellers with open arms.