“While global arrival numbers are down, the Travel South region is alive and well.” – Liz Bittner, CEO of Travel South USA. This positive note immediately set the tone for this year’s edition of Global Week. Around 50 international journalists gathered in Mobile, Alabama for the annual event. Once again, the Benelux was strongly represented.
Bas Erkens – Foodies Travel
Edwin Vrielink – AmericA Magazine
Michelle de Vos – Amerika Only
Mila Jaipal – Your Travel Reporter
Sebastiaan Klijnen – Hey!USA
FAM trip, city tours & meetings
Journalists each began with their own pre-FAM trip across the Travel South region, with itineraries through North Carolina, Tennessee, Kentucky, Missouri, and West Virginia. From nature and music to culinary highlights, each state offered its own unique angles for storytelling.
After the FAM trips, all participants traveled to Mobile, Alabama — a city that may not yet be on everyone’s radar, but surprises precisely because of that. During various city tours, participants gained insight into the military history of the USS Alabama battleship, the impact of the civil rights movement on the people of Mobile, the local culinary scene, and the significance of the Mobile Delta — also known as America’s Amazon.
Media Marketplace
The delegation also took part in the Media Marketplace: a unique opportunity to connect directly with local partners in a short amount of time. Across approximately 30 meetings, connections were made, ideas exchanged, and potential collaborations explored.
Southern hospitality
The opening event took place at the Exploreum Science Center, where Alabama Tourism brought the theme “Meeting the Stars” to life. Attendees were introduced to a diverse mix of local icons: musicians from the legendary Muscle Shoals scene, a NASA scientist and former astronaut, representatives of Alabama’s rich cultural heritage, and even “Stanley the Stallion,” the official mascot of the Birmingham Stallions American football team. These personal encounters offered a unique insight into the state of Alabama.
The closing was held entirely in Mardi Gras style — a tradition that originated in Mobile, Alabama, not New Orleans as is often assumed. In a festive second-line parade, all participants walked from the Battle House Hotel to the Riverview Plaza Hotel. A few drops of rain did not stop anyone from fully embracing this cultural experience. Over Southern food, a toast was made to a successful edition.
Recognition for storytelling
This year’s Travel South USA Ambassador Award was presented to Hans Avontuur (WideOyster), in recognition of his contribution to the region’s visibility through strong storytelling and high-quality photography. Based on multiple visits to the region, he created five long-read articles as part of the online magazine: The American South.
Travel South in the spotlight
During the trip, a significant amount of inspiring content was already shared by the participating journalists. In the coming months, more extensive publications will follow, both in print and online across the Benelux. The impact of Global Week therefore extends far beyond the event itself.
Global Week 2027
Travel South USA Global Week is not a standard press trip, but a platform where ideas take shape and connections are made. Join next year and experience it for yourself. While registration has not yet opened, the location has already been announced: Bentonville, Arkansas. For more information, please contact marketing@targettravel.
