Monica Smith is putting Southeast Tourism Society’s resources to work this year to make sure her region capitalizes on America’s 250th anniversary in 2026. She believes her Southeastern states can celebrate the country’s 250-year history as a democracy and drive travel at the same time.
“Virginia began these conversations, and I believe most states in the country now have commissions in place to plan celebrations of this landmark anniversary,” said Smith, president and CEO of Southeast Tourism Society (STS). “Virginia has started its fundraising efforts, and we’ll encourage all our states to do the same. I believe it’s a huge travel opportunity that we all need to emphasize. Our members need to put their plans and dates in place so they can invite visitors to participate.”
Smith knows that some of her organization’s most cherished destinations may still be recovering from massive hurricane damage during this time, and she reaffirmed STS’s commitment to helping destinations receive the resources they need for the task ahead.
“Half our states were seriously impacted by Hurricanes Helene or Milton last fall,” she said. “Florida, Georgia, North Carolina, South Carolina, Tennessee and Virginia were all hit by at least one of these destructive storms. It may be months if not years before some will be able to accommodate visitors as they were accustomed to doing, but all will come back stronger than ever. Groups will have to wait to return in some cases, but we know they’ll be eager to come back when they get the go-ahead.”
STS is known for its educational programming and its collective strength as an advocacy organization. Smith is excited about those efforts in 2025 and how they serve the interests of travel groups.
“Our SMPR Forum and Travel Media Marketplace are two events that benefit members who promote to group travelers,” she said. “Those take place March 18–20 in Peachtree Corners [Georgia] this year. We expect to have 65 or more consumer media delegates there this year to meet with destinations. The SMPR Forum trains member employees how to be better marketers to tourism segments including groups.”
“We’ll be back in Washington, D.C., this year for our Congressional Summit and will give our members the opportunity to raise their voices for issues important to tourism,” she said. “And we are creating a Marketing College alumni program this year. We’re inviting almost 1,400 Marketing College alumni to join us, remotely or in person, to continue career education with us. It should be an exciting homecoming for those who can join us.”
