ATLANTA — Travel South USA has announced a new partnership with HBX Group to launch a new fall/winter campaign that highlights the charm and warm hospitality of America’s Southern states.
Called “Authentic South – All Y’all Are Welcome,” the multi-state campaign includes eight participating states and 16 city partners, with a goal of making travel to the South easier and more rewarding for Canadians.
Excelsior Band at Bienville Fountain, Mobile, AL
The seven-month campaign will run from Oct. 1, 2025, through April 20, 2026, and will feature high-profile visibility across HBX Group’s booking platforms, destination landing pages, newsletters and social channels. Through exclusive partnerships with the travel trade, Canadian travellers will have access to curated itineraries, promotional hotel rates and seasonal packages designed to encourage longer stays and deeper exploration of both iconic and lesser-known Southern destinations.
“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,” says Liz Bittner, President & CEO, Travel South USA. “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.”
The campaign leverages HBX Group’s extensive B2B distribution network, which includes more than 64,000 travel agencies and 71,000 travel distributors worldwide, to increase Travel South USA’s visibility within the Canadian travel trade. The partnership reflects Travel South USA’s continued investment in the Canadian market, where demand for Southern travel experiences continues to grow.
Last month, Travelweek interviewed Travel South USA’s President & CEO, Liz Bittner, who highlighted the importance of the Canadian market and the organization’s recent initiatives to expand its presence in Canada. To read the interview, click here.
For more information on the new campaign, go to hbxgroup.com.
