In a strategic move to deepen engagement with one of the world’s fastest-growing outbound travel markets, Travel South USA (TSUSA)—the official regional destination marketing organization for the southern United States—has appointed Sartha Global Marketing LLP as its exclusive representative office in India.
The announcement marks a significant step in TSUSA’s global outreach under its Global Partnership Program (GPP), aimed at strengthening international visitor arrivals across the South’s diverse destinations. Sartha Global will spearhead travel trade development, public relations, and promotional initiatives across India, positioning the South as a compelling and culturally rich destination for Indian travelers.
Southern Charm Meets Indian Curiosity
Comprising 12 member states—Alabama, Arkansas, Georgia, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Virginia, and West Virginia—Travel South USA showcases a wide spectrum of experiences. From soul-stirring music and rich Civil Rights history to dramatic landscapes and renowned southern hospitality, the region promises something for every traveler.
The partnership will particularly focus on highlighting destinations within The Rhythm of the South (ROTS), an initiative featuring iconic cities such as Nashville, Atlanta, and New Orleans, known for their deep cultural roots in music, cuisine, and heritage.
Through Sartha’s targeted outreach, TSUSA aims to promote a selection of states including Alabama, Arkansas, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, and Tennessee, with immersive campaigns designed to inspire visitation among India’s growing community of outbound travelers—families, honeymooners, solo adventurers, culture seekers, and beyond.
A New Era of Regional Collaboration
Speaking on the occasion, Liz Bittner, President & CEO of Travel South USA, expressed enthusiasm about entering the Indian market:
“We are excited to launch a promotional program in this vibrant market. This partnership with Sartha Global Marketing aligns with our vision of making the South a top-tier destination for travelers from India through a multi-channel approach. Our destinations are known for their warm southern hospitality, including food, music, outdoor activities, and road trips. I am confident that Indian visitors will enjoy a warm welcome.”
With demand for long-haul experiential travel on the rise among Indian consumers, the Southern U.S. presents a distinctive blend of authentic Americana, unspoiled nature, and off-the-beaten-path exploration—appealing to seasoned travelers looking for fresh destinations.
Sunil Puri, Joint Managing Director of Sartha Global Marketing, highlighted the market potential:
“We are excited and delighted to have this opportunity to promote Travel South USA in India. The Southern states offer the perfect gateway to several destinations with a wide range of diverse experiences, suitable for every type of Indian traveler.”
Travel South USA
Founded in 1965 through a resolution of the Southern Governors’ Conference, Travel South USA is the oldest and largest regional tourism marketing organization in the United States. It represents a unified voice for state tourism offices across 12 southern states, promoting the region as a vibrant and welcoming destination to domestic and international visitors.
The South is a tourism powerhouse, generating $220 billion in annual visitor spending, supporting 1.56 million direct jobs, and contributing more than $15.5 billion in state and local taxes. Tourism ranks as one of the region’s top economic drivers—alongside manufacturing and agriculture.
With the launch of this new partnership, Travel South USA’s entry into India comes at a time when outbound Indian tourism is surging, and appetite for lesser-known U.S. destinations is growing. As Indian travelers increasingly seek immersive, meaningful journeys beyond the big cities, the soulful rhythms and warm hospitality of the South may prove to be the next frontier in Indo-American travel relations.
Stay tuned to Travel Span ( www.travelspan.in) for more updates on global destination marketing and India’s evolving travel landscape.
