Travel South USA names first DACH market representative

By AI, Created 3:41 PM UTC, June 04, 2026, /AGP/ – Travel South USA has appointed Global Communication Experts as its first dedicated in-market representative for German-speaking Europe, a move that expands the organization’s European reach and launches a new DACH-focused network program on July 1, 2026. Nine member states are already participating, as Travel South USA looks to strengthen tourism demand from one of its top overseas markets.

Why it matters: - Travel South USA is adding dedicated representation in German-speaking Europe for the first time in its 63-year history. - The move targets Germany, Austria and Switzerland, a market Travel South USA calls its second-largest overseas origin market. - The partnership is designed to increase visitation, trade support and commercial ties for the American South.

What happened: - Travel South USA appointed Global Communication Experts (GCE) in Germany as its official in-market representative for German-speaking Europe. - The agreement starts July 1, 2026. - The launch opens Travel South USA’s newest Global Network Program initiative focused on the DACH region. - Nine member states have committed to the inaugural program: Alabama, Georgia, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina and Tennessee.

The details: - Travel South USA is the official regional destination marketing organization for the southern United States. - The Global Network Program uses a shared services platform so state tourism offices can stretch resources while supporting marketing promotion and trade activity. - Travel South USA says the platform helps destinations and tourism businesses that support the region’s export economy. - Germany, Austria and Switzerland join the program alongside representative offices in Europe, Latin America, APAC and Canada. - Travel South USA is meeting with participating states and partners through early July to set program goals, collaboration opportunities and strategic actions for fiscal year 2027. - GCE is headquartered in Germany and has offices in Frankfurt. - GCE specializes in strategic market development, public relations, trade engagement and consumer marketing across German-speaking Europe. - The company works in tourism, hospitality and lifestyle representation and communications.

Between the lines: - Travel South USA is shifting from broad regional promotion to more targeted market development in a high-value overseas region. - The DACH launch signals a push to convert interest in the American South into bookings through closer trade and consumer outreach. - Liz Bittner said the partnership is part of Travel South USA’s effort to deepen engagement in key global markets and strengthen storytelling and industry relationships. - Dorothea Hohn said GCE will focus on communications and commercial partnerships to build traveler confidence and turn prospects into visitors.

What’s next: - Travel South USA and GCE will work with participating states to define FY2027 market actions. - The program will begin operating under the new agreement on July 1, 2026. - Travel South USA will use the DACH launch to expand visibility for the American South across German-speaking Europe.

The bottom line: - Travel South USA is making its first dedicated move into the DACH market, betting that tighter local representation will help grow tourism from one of its most important overseas regions.