The UK’s largest independent travel agency is the only UK-based business to receive the coveted accolade this year for its outstanding contribution to 12 of America’s southern states.

 

They are Alabama, Arkansas, Georgia, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Virginia, and West Virginia.

 

Hays Travel was presented with its award at a ceremony in Kansas City at the start of the month.

 

Andy Pickering, Partner Marketing Manager at Hays Travel, collected the accolade.

He said: “We are all very pleased and honoured that Hays Travel has been awarded with a Travel South Ambassador Award for 2025.

 

“Travel South USA continue to be great partners and over the past two years, have supported us with various opportunities, ranging from product development and training, to marketing, fam trips and staff incentives.”

 

One of the key initiatives between Hays Travel and Travel South USA was the Sounds of the South campaign which ran this year.

This was set up to celebrate the vibrant music scene in the southern states, ranging from the blues-filled streets of Memphis to the jazz rhythms of New Orleans.

 

Andy added: “Throughout this partnership we have continued to see a standout performance for the southern states, with bookings to this region up by more than 14 per cent for 2025.”

 

Liz Bittner, President and CEO of Travel South USA, said: “Hays Travel has been an extraordinary partner in bringing the spirit and stories of the American south to UK travellers.

 

“The standout Sounds of the South campaign demonstrates creativity, collaboration, and a deep understanding of what makes our region special.

 

“We’re thrilled to present Hays Travel with the Travel South Ambassador Award, honouring its leadership in inspiring more UK travellers to explore the south and helping strengthen the region’s visibility and meaningful travel experiences throughout 2026.”