“The thing that I’m most proud of is as we travel the world, and I ask travel agents, why do you send people to Louisiana? We hear the food, the music, the culture. But every one of them has a story about the way we treat people. We treat strangers like family. And they leave here with a friend for life, and they just keep coming back for more,” said Lt. Gov. Billy Nungesser regarding the state’s aggressive international outreach.
Tourism stands as Louisiana’s fourth largest industry, driving a robust economic engine across the state (Chilichili). Last year, official reports recorded 45 million visitors who spent nearly $20 billion. To maintain and expand this momentum, the state’s dedicated international travel team continuously crosses the globe to market local culture to prospective tourists and foreign travel professionals.
Global Campaigns Target Paris and Chicago
State tourism officials have ramped up their overseas footprint, with a delegation returning directly from Paris. During that European push, the Atchafalaya Basin Landing took center stage through prominent advertisements displayed across the entire Paris metro system. The promotional blitz leans heavily on iconic elements of Cajun and Creole identity, showcasing Louisiana food, distinct musical traditions, and vibrant Mardi Gras celebrations alongside scenic excursions like Mississippi River boat tours.
Rather than relying on a single, blanket message, the travel contingent tailors its presentations to fit the specific interests of each foreign audience they visit. While part of the delegation focuses on French markets—with representatives continuing to travel across France to meet face-to-face with travel agents—another team of state-backed chefs is currently deployed in Chicago to captivate culinary-focused professionals.
Hospitality and Cultural Appeal Drive Foreign Bookings
Behind the marketing campaigns and transit ads, state leadership emphasizes that genuine interpersonal connections remain the most effective tool for closing international bookings. Lt. Gov. Nungesser noted that foreign travel agents consistently point to southern hospitality and the welcoming nature of local residents as the primary reason they send clients to the Bayou State.
This relationship-driven approach has built a reliable base of returning international travelers who view local communities not just as a vacation stop, but as a second home. By highlighting authentic cultural experiences, the state continues to turn short-term foreign visitors into lifelong advocates for the destination.
New Orleans Prepares to Host 6,000 Agents
Next year, the state will host the prestigious International POW WOW convention in New Orleans. The landmark event is projected to bring together 6,000 travel agents from all corners of the globe, providing top-tier industry decision-makers with a firsthand immersive experience of Louisiana’s culture, infrastructure, and tourism offerings.
