Published on October 18, 2025
Beginning Sweet Tea – Travel South USA partnered with HBX Group to offer the “Authentic South – All Y’all are Welcome” campaign, focusing on Southern hospitality. The campaign runs through 2025 to the end of 2026. The campaign offers the hospitality, warmth, and charm of the South USA to 8 Southern states and 16 partners, highlighting the southern experience. The South is being showcased to Canadians with specialty southern culture packages, vibrant, distinct experiences, simple southern bookings, and a warm southern welcome.
Demonstrating the first-time occupancy of the South USA to the Canadians offers a campaign vacation southern experience. Building the southern charm and hospitality of the South USA to the Canadians, with a stop to promote deep cultural ties. It offers special southern culture packages and simplified bookings to warm southern hospitality. The partnership promotes a southern state vacation by applying warm southern charm and refined passes.

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A Strategic Campaign to Inspire Canadian Travelers
With the “Authentic South” campaign, we want to show Canadian travelers that the Southern U.S. can be their next affordable vacation spot. Canadian travelers are looking for authentic experiences, and “Authentic South” takes advantage of that. Travel South USA and HBX Group are looking at a successful implementation of the campaign through work that includes planned digital advertising, specially designed offers, and dedicated partnerships with the travel trade.

Most importantly, HBX wants to provide a comprehensive and streamlined service to book their Southern U.S. travel to places with rich culture and hospitality like Tennessee, Georgia, Alabama, Louisiana and North Carolina. The integration of “Authentic South” with the HBX Group’s global distribution network of over 64,000 travel agents and 71,000 travel distributors opens Canada for access to the Southern U.S. for easy bookings.
Custom Offers for Tourists from Canada

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Unlike other campaigns, this one focuses heavily on customized travel offers for tourists from Canada. In partnership with Travel South USA, hotels, destinations, and area businesses adapt to the culture of the region and create customized itineraries for tourists and special promotional rates. These itineraries include big tourist destinations and off-the-beaten-path spots, helping tourists from Canada get the most out of their travels.
By incorporating these promotional offerings into the campaign, Travel South USA hopes to influence seasonal travel habits to encourage tourists from Canada to stay longer and explore the Southern U.S. in more depth. These offers are created to help tourists from Canada get the most out of each season in the Southern U.S, including a world-renowned music festival and a quiet, picturesque Southern U.S. retreat. Specially priced hotel accommodations and other services help soften the financial demands of a vacation in the Southern U.S and help Canadians get the most out of their dollars.
Increasing Visibility and Engagement Across Platforms
The campaign will run until April 2026 and will showcase fully sponsored premium visibility across all platforms of HBX Group. It will showcase all the major advertising and promotional materials on the booking site, destination landing pages, social media, and integrated newsletters. This will allow Canadians to find and book their Southern vacation. The campaign also targets Canadian travelers directly by engaging the Canadian travel trade through tailored digital ads, social media content, and special offers. The advertising campaign will also include exclusive packages to capture the Canadian market.
This campaign intends to encourage Canadians to book their vacation in the Southern U.S, especially during the Fall and Winter seasons. These Southern destinations will boost the campaign since Canadian travelers are looking to travel to different destinations during this time. The campaign also aims to increase awareness of the Southern destinations and the off-peak travel season to encourage more Canadian travelers during the Winter season.
Travel South USA’s Continued Commitment to the Canadian Market
As the most important international market for the Southern U.S. tourism industry, Travel South USA continues to grow with Canadian visitation and bookings. This campaign seeks to invest in an expanding commitment to this key market demographic. With more tailored marketing, Travel South USA hopes to provide Canadians with more accessible and unforgettable South travel experiences.
Joseph Sheller, VP of Strategic Marketing Solutions at HBX Group, stated the many destinations in the Travel South USA region are ideal for Canadian vacationers. He also spoke about the unique experiences Canadian travelers can have with Southern U.S. food, music, history, and outdoor activities and how those attributes make the region a compelling travel destination.
Enhancing Travel Trade Collaborations
Developing strategic partnerships continues to be important to the “Authentic South” campaign. Promoting a collaboration with travel advisors and offering exclusive deals helps Canadians book their trips. This collaboration helps Canadians and fosters the relationship between the U.S. and Canadian travel agents, ensuring Canadians can book their travel with certainty.
The initiative’s B2B distribution ensures travel agents and worldwide distributors have the most recent offers and promotional materials to help with their clients. This helps streamline the booking process and adds resources that Canadian travel professionals can provide to their clients.

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Tags: Canada, north america, Southern U.S., United States

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Saturday, October 18, 2025
Saturday, October 18, 2025
Saturday, October 18, 2025
Saturday, October 18, 2025
Saturday, October 18, 2025
Saturday, October 18, 2025
Saturday, October 18, 2025
Saturday, October 18, 2025

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