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More than 400 tourism professionals met in Memphis for the Travel South USA International Showcase –three intensive days of around 10,000 appointments plus networking and fun, soundtracked by some of the best music around.

The international delegates included the largest-ever contingent from Australia and New Zealand, attending for some of Australasia’s biggest agency and wholesaler groups as Aussies show record interest in Memphis and the South.

Travel South USA International Showcase is the South’s premier marketplace, connecting international travel partners with local destination marketing organisations and suppliers from 12 states.

With its base in Memphis, Tennessee this year, the three-day event was a jam-packed schedule of high-energy musical highlights, finger-lickin’ good food, bourbon-tasting receptions and cultural and historic moments in among the meet-and-greets.

As Travel South USA President & CEO Liz Bittner, who was also in Australia on a trade mission earlier this year, reminded the hyped-up crowd, the objective is to entice visitors to stay one more night, see one more attraction and visit one more destination to achieve its goal of USD$10 billion by 2026.

The Travel South USA International Showcase 2023 kicked off with pre-fams for travel trade before the main event.International visitors embarked on Super Fam Tours in Tennessee, Alabama, Arkansas, Louisiana, Mississippi and Missouri – each featuring the distinct highlights and hidden gems of each state or region.

The ANZ delegation was all wowed by their carefully curated experiences in different states that presented all the very best things about the South.

With everyone touching back down in the Land of the Delta Blues (with a nod to Marc Cohen), the travel trade dressed up for the Travel South USA International Showcase Honors Night Celebration at The Peabody Hotel, famous for its resident ducks.

Among the Travel South USA Ambassador Recipients recognised for 2023 were Australia’s own Gate 7 as Global Partner of the Year, Travel Associates as International Tour Operator – Australia and Adventure World.

The next day featured themed full-day Memphis City Tours with the entire group gathering at Elvis Presley’s Graceland for breakfast followed by a self-guided exploration of the estate, grounds and exhibits before dispersing on curated itineraries that highlighted the vibrant musical culture, civil rights history and welcoming hospitality of the city.

The following day, the Travel South USA International Showcase opened with an uplifting Gospel & Grits breakfast that got everybody pumped up for a day of appointments, thanks to the soulful, spine-tingling sounds of the Tennessee Mass Choir and a surprise guest in the previous night’s talent, Marcus Scott.