Monday, December 2, 2024
Travel South USA, the official regional destination marketing organization for the Southern United States, is excited to spotlight its Platinum Alliance Partnership with Tourism Exchange USA (TXUSA), an innovative travel platform powered by Brand USA. As an early supporter, Travel South USA’s Board recognized the transformative potential of TXUSA in amplifying the region’s unique destinations, attractions, and accommodations, bringing them to the global stage.
A Game-Changing Marketplace for Global Travel Connections
TXUSA serves as a groundbreaking B2B marketplace designed to connect U.S. tourism suppliers with global travel trade professionals and online travel agencies (OTAs). This platform enhances connectivity by offering real-time inventory searches and commissionable rate bookings, streamlining the process for international buyers. Aligned with Brand USA’s goal of promoting equity in tourism, TXUSA helps close the “last-mile connectivity” gap, ensuring international travelers can easily access authentic Southern experiences.
“We are thrilled to be part of a platform that enables the Southern USA to showcase its cultural richness and unique travel offerings on a global scale,” said Liz Bittner, President and CEO of Travel South USA. “By making our region’s products easier to book online, TXUSA is helping to increase international visitation and adding products to contribute to the economic impact for the South. If international travelers extend their stay by just one extra night and add one additional activity, it will generate an estimated $1 billion in economic benefits annually to the American South.” TXUSA facilitates this growth by providing a seamless platform for small businesses currently with limited or no distribution to travel trade professionals and global OTA’s. The platform provides these businesses with commerce-friendly terms and connectivity, allowing the travel trade to book commissionable experiences. This platform is a win-win for consumers, travel trade, and small companies, as we support Southern destinations in the travelers’ itineraries.
Early Wins and Distinct Southern Experiences
The partnership has already delivered impressive results. For instance, Alabama’s famed Muscle Shoals recording studio received bookings from Japan soon after being featured on TXUSA, demonstrating the South’s growing global appeal. The platform also showcases a wide range of Southern offerings, from Louisiana’s renowned food and music tours to Kentucky’s iconic bourbon trails, as well as must-see stops along Missouri’s historic Route 66.
A Simplified, Transformative Platform
At the core of TXUSA is the National Travel Trade Portal (NTTP), launched in October 2024. This user-friendly B2B marketplace provides international buyers with real-time rates and availability from U.S. suppliers without the need for complex API integrations or lengthy contracting processes. With dynamic inventory management and commissionable rates, the NTTP empowers smaller businesses to reach a global audience, leveling the playing field and enhancing competition.
“We believe this platform, implemented through partnerships with Travel South USA and other state tourism offices, is a game-changer. It’s simplifying travel bookings for underrepresented markets and businesses and ensuring travelers around the world can find the authentic experiences they desire,” shared Nate Huff, President of Tourism Exchange USA.
Looking Forward: Expanding Opportunities for the South
The collaboration between Travel South USA and TXUSA will continue to drive tourism growth and highlight the Southern U.S.’s rich diversity. In 2025 and beyond, the platform will play a central role in product development and cooperative marketing campaigns. By expanding access to unique experiences like Louisiana’s bayou airboat rides and Tennessee’s vibrant live music scenes, the partnership is paving the way for a brighter, more connected future for Southern tourism.
