Travel South USA & HBX Group launch campaign for Canadians

Travel South USA has announced a partnership with HBX Group to launch “Authentic South - All Y’all Are Welcome," a campaign for Fall and Winter 2025-26 including eight states and 16 city partners, designed to make it easier for Canadians to discover America’s Southern states.

The campaign will spotlight the American South as an accessible, authentic, and value-rich destination for Canadians, according to a press release. 

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.

“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,” said Liz Bittner, President & CEO, Travel South USA, in a statement. “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 destinations that encompass the Travel South USA footprint provides the perfect leisure vacation for Canadians," added Joseph Sheller, VP Strategic Marketing Solutions, HBX Group. “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 October 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.

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