Purpose & Progress — Leading the Way in Destination Excellence
Tourism not only brings travelers to new experiences — it also drives economic growth, supports preservation, and strengthens the fabric of our communities. In this final installment of our Shining Example Awards spotlight series, we’re honoring four winners whose forward-thinking partnerships, programs, and events that are paving the way for a brighter, more sustainable future in Southern travel.
Featured Winners:
🏆 Visit Oxford – 2025 Event or Festival of the Year
A vibrant two-day festival full of art, music, food and Southern hospitality that fuels tourism, supports local artists and small businesses and unites the community.
In 2024, the event welcomed more than 100,000 attendees from 32 states. The economic impact is just as impressive, generating $16.3 million for the local economy and pushing hotel occupancy to 78%. Digital engagement soared, with 2.3 million social media impressions, thousands of new followers and 206,000 event website views. From Friday night concerts to Saturday’s 140 art vendors, this event delivered an unforgettable experience that celebrates creativity and Southern hospitality.
Now in its third decade, this event in Oxford, Mississippi is more than just a festival, it’s a catalyst for driving tourism and fostering community pride.
🏆 Perry Historical Museum – Escape to the Southeast Travel Attraction
Located in Georgia, this small but mighty museum has become a cornerstone for preserving and celebrating the town’s rich heritage. Entirely volunteer-run, it’s a true grassroots effort powered by community pride and passion for history. Visitors enjoy free access to curated exhibits, a research center, and immersive experiences that connect them to authentic Southern history.
The museum’s impact reaches far beyond its walls, welcoming guests from all 50 states and 19 countries, hosting educational programs and supporting research projects for organizations as notable as Marriott International and the Supreme Court Historical Society. Through partnerships, special exhibits, community events and creative programming, this attraction has elevated the area as a heritage tourism destination and proven that local storytelling, education and passion can create a lasting impact.
🏆 Visit Lake Charles – Partnership
This award winner crafted a bold international campaign that turned heads overseas and set all eyes on Louisiana. With a shared $30,000 budget, these four partners united to tell the story of their state through one irresistible experience: culture, cuisine, local charm and the road trip adventure that connects them all.
An exclusive eight-day media tour invited Tier One British outlets along for the ride, from the lively streets of New Orleans and Baton Rouge’s Creole cooking to Lafayette’s Atchafalaya Swamp and Lake Charles’ Zydeco music and Gulf beaches. Each destination featured local characters, culture and experiences that painted a richer, more complete picture of Louisiana.
The results speak for themselves: an impressive media impact of 75 million people reached, more than half a million dollars in advertising value equivalency and premium coverage in outlets like The Sunday Times, The Independent and MoneyWeek. Tonight’s recipient proved that strategic partnerships, authentic storytelling and targeted media engagement deliver exceptional international marketing results.
From creativity to community to purpose, our 2025 Shining Example Award winners embody the best of what Southern tourism has to offer. We’re proud to celebrate their achievements — and inspired by what’s ahead.
🌟 See all STS programs, events, and opportunities to get involved at SoutheastTourism.org