TORONTO — Travel South USA was in Toronto at the W Hotel on Bloor Street last night to spread the news from the region and remind Canadians of all the beauty and attractions that await not too far from home.
Travelweek had a chance to sit down with Liz Bittner, President & CEO of Travel South USA, and Michael Mangeot, Commissioner at Kentucky Department of Tourism, as they enthusiastically gave the latest news and boasted about the states that compose what’s affectionately known as ‘the South.’
Liz Bittner, President & CEO of Travel South USA and Michael Mangeot, Commissioner of the Kentucky Department of Tourism
“The region has heavily invested in infrastructure over the pandemic, including programming around commissionable OTAs that offer the travel agency community the ability to book it and make it commissionable. It’s a combination of education and
awareness for the agent while making certain that our products are commissionable so they can make good money,” explained Bittner.
“The South is a great destination for Canadian travel agents to make money. Their clients will come home happy and they will be able to get repeat business,” she added.
“Yes, we saw increased investment in tourism infrastructure in Kentucky. Not just distilleries but, like I said, lodging and attractions. I believe this is a trend one can see throughout the South,” said Mangeot.
The two had some suggestions for Canadian travellers.
According to Bittner, “visitors pass through way too fast! They’re on some elevated schedule to get way south of us too quickly and they’re missing all of the things along the way.”
She says travellers coming down I-75, or even I-65, through Kentucky and Missouri and West Virginia on I-77, should do more than overnight, drive through and continue onward the next day: “They should plan accordingly so they’re able to take advantage of the great and cool things that are available, both in the city proper like Louisville and places like Berea, the Artisan Capital of Kentucky.”
Mangeot had suggestions too. “Until a traveller stops and visits somewhere, they really can’t get a sense for that destination. I encourage Canadians to take the time to stop at an off-the-beaten path place in the South. Go into a city and experience the restaurants and the shops because the South is so authentic, our small towns probably even more so than our large communities. Leave a day early if it’s possible and stop in some of these spots.”
In terms of post-pandemic numbers and recovery, Mangeot explained that “domestically, Kentucky is outperforming pre-pandemic levels, and that is true for most of the southern U.S. From an international visitation standpoint, we’re still lagging just a little bit, but not too much.”
He said: “I’m very bullish on a full recovery very quickly as the states in the South truly are the authentic USA, the birthplace of so many things that maybe some take for granted from a marketing standpoint. The South is the birthplace of bluegrass, plus blues, jazz, rock & roll and more. Nashville is Music City USA. I don’t think anywhere comes close to the region from a culinary and outdoors standpoint as the diversity we have amongst our states from the mountains to the beaches is unparalleled.”
Liz Bittner, President & CEO of Travel South USA, addresses trade, media and destination reps at the W Hotel in Toronto
The outlook from the region is certainly positive with Kentucky in particular seeing a significant influx of new highlights and resources for travellers. “Kentucky seems to be getting new bourbon, hotel and lodging experiences on a daily basis. It’s a reflection of the ‘Napa-fication’ of the bourbon. Investments in wellness and culinary are being made alongside bourbon by distilleries and private investors. We have a castle in Kentucky that has become a bourbon experience at a high level. We have events like Bourbon & Beyond which is a huge music festival in Louisville, the ROMP Bluegrass Music Festival, June 26-29, in Owensboro,” said Mangeot.
He said “the South offers a variety of options no matter the budget of the client. If you want luxury, we offer that. If you want affordability for families, we offer that too. Plus, the State Park systems; they’re affordable family fun! Travel agents are so important and vital to us to help get our storytelling and messaging out.”
And here’s a key point. Mangeot says he wants to remind Canadians that “stereotypes and the political environment don’t always reflect the reality of the people in the communities.”
To learn more, visit TravelSouthUSA.com.
