In June, Visit Lake Charles elevated Southwest Louisiana through national media, community partnerships, professional development and the launch of the “Made in Southwest Louisiana. Built for America.” campaign.
Together, these stories show how destination marketing, earned media, industry relationships and community involvement help build awareness, encourage visitation and support the people, places and businesses that make Louisiana’s Playground worth experiencing.
Visit Lake Charles Impact
Made in Southwest Louisiana Shows Region’s Role in America’s Story
As the United States prepares to mark its 250th anniversary, Visit Lake Charles launched “Made in Southwest Louisiana. Built for America.,” a storytelling campaign that connects the region’s culture, creativity and resilience to the broader American experience. The campaign positions Southwest Louisiana as more than a place to visit. It presents the region as a place whose food, music, culture, landscapes and people help tell a larger story about the country itself.
At the heart of the campaign is a four-part video series told through 16 local voices, including musicians, artists, families, historians, chefs and Mardi Gras krewes. Each story highlights one of four pillars: food, music, culture and the outdoors. Together, they show how Cajun and Creole cuisine, Zydeco and Creole music, Mardi Gras traditions and the region’s marshes, bayous, prairies, piney woods, rivers and Gulf Coast reflect the hospitality, cultural exchange, resilience and creativity that have shaped Southwest Louisiana for generations.
The videos are being shared across Visit Lake Charles’ digital channels and promoted through social media, sponsored content and targeted travel, cultural and culinary media. For residents, the campaign is a reminder that the traditions seen every day across Southwest Louisiana have value beyond the region. For visitors, it offers a stronger invitation to experience the people and places behind those stories. By placing Southwest Louisiana within the America 250 conversation, Visit Lake Charles is using a national milestone to elevate local culture, strengthen pride in place and expand awareness of Louisiana’s Playground.
Visit Lake Charles on the Geaux
Visit Lake Charles Team Members Complete STS Marketing College
Visit Lake Charles team members Candy Rodriguez, Devan Corbello and Toni Winbush Chapman attended Southeast Tourism Society’s Marketing College this summer at Mercer University in Macon, Georgia. Marketing College is a three-year continuing education program for tourism professionals, offering classroom instruction, industry discussions and applied learning focused on destination marketing, research, sales, community engagement and tourism trends. This year, Toni completed her second year of the program, while Candy and Devan completed their third year, earning eligibility to graduate with the Travel Marketing Professional certification. Candy and Devan will travel to Richmond, Virginia, this fall for STS Connections, Southeast Tourism Society’s annual conference, where they will be honored as graduates. Professional development like this helps Visit Lake Charles bring stronger strategy, industry knowledge and fresh ideas back to Southwest Louisiana, supporting the work we do to promote the region, strengthen partnerships and grow the visitor economy.
Visit Lake Charles Connects with International Travel Partners
Visit Lake Charles joined the Spirit of Louisiana coalition for a sales mission in Orlando, Florida, to meet with travel partners who help bring visitors from around the world to Louisiana. The coalition includes Lake Charles, Lafayette, Baton Rouge and New Orleans, allowing the destinations to work together to promote the state to receptive tour operators and online travel agencies. Over two days, the group met with 27 partners across 14 companies, creating opportunities to share what makes Southwest Louisiana stand out and keep Lake Charles visible with the teams who influence international travel planning. These partnerships can lead to more visitors, more spending at local businesses and greater awareness of Lake Charles as part of the Louisiana travel experience.
Visit Lake Charles Strengthens Meetings Industry Knowledge
Brandi Smith, sales manager for meetings and motorcoach, attended Meeting Professionals International’s World Education Congress June 2-4 in San Antonio. The conference brings meetings and events professionals together for education, networking and insight into the trends shaping the industry. For Visit Lake Charles, attending WEC provided an opportunity to better understand what meeting planners are looking for in a destination, connect with industry professionals and bring new ideas back to Southwest Louisiana. This work supports efforts to attract meetings, conferences and group travel that can generate overnight stays and bring more visitors to the Lake Charles area.
Around the Destination
TODAY Show Feature Brings National Attention to Lake Charles
Lake Charles received national attention this month when travel expert Mark Ellwood featured the destination on NBC’s TODAY as part of a segment highlighting underrated places to visit. In just 20 seconds, more than three million viewers were introduced to Louisiana’s Playground, with Ellwood describing Lake Charles as a “Vegas of the South” and pointing to the destination’s resort pools, gaming, entertainment, dining and name-brand restaurants, along with the Cajun, bayou and Creole culture that makes Southwest Louisiana stand apart.
The placement reflects the strategy behind Visit Lake Charles’ earned media efforts. The story began with a May pitch from Visit Lake Charles and its public relations consultant, Ivie Parker Consulting, and continued when Devan Corbello, director of public relations, connected with Ellwood during the PRSA Travel and Tourism Conference in Albuquerque. That in-person connection helped move the opportunity forward and contributed to national coverage that placed Lake Charles in front of one of the country’s largest morning television audiences.
For the community, this kind of exposure helps create more than awareness. It can inspire future visits, encourage overnight stays and bring additional spending into restaurants, attractions, shops, hotels and entertainment venues. Visit Lake Charles is continuing to build on the momentum through website content, social media, paid digital promotion and regional media outreach, helping turn a national media moment into continued visibility and potential economic impact for Southwest Louisiana.
Southwest Louisiana Stories Take the Spotlight
Visit Lake Charles supported the filming of Discovering Home with Robin Barnes in Southwest Louisiana, helping showcase the people, places and traditions that make the region unique. During the June visit, the production filmed at Sabine National Wildlife Refuge, the Black Heritage Gallery, B&O Kitchen & Grocery and Ball's Fried Chick-N, while also capturing a live performance featuring Robin Barnes and Lake Charles musician Rusty Metoyer at Luna Bar & Grill Downtown. Barnes and Metoyer also recorded an episode of Louisiana's Playground Podcast during their visit. The documentary is expected to air later this year, giving viewers a closer look at Southwest Louisiana through authentic local stories. Visit Lake Charles also thanks Adley Cormier, Jeanine B., Jeff Benoit and Angela Brown-Ball for sharing their experiences and helping tell the region's story.
Visit Lake Charles Supports Juneteenth Scholarship Brunch
Visit Lake Charles was represented at the Juneteenth Scholarship Brunch by Toni Winbush Chapman, digital content manager, and Kadin Thompson, marketing intern. The event celebrated local high school seniors and awarded scholarships to support their higher education goals. Visit Lake Charles is honored to support efforts that invest in young people and help build a strong future for Southwest Louisiana. Congratulations to all of the scholarship recipients as they take this next step in their education.
Visit Lake Charles Supports Family & Youth Annual Celebration
Visit Lake Charles was proud to be part of the 2026 Annual Meeting and Philanthropy Celebration hosted by Family & Youth and the Family Foundation of Southwest Louisiana at L’Auberge Casino Resort Lake Charles. The event brought community leaders together to celebrate service, leadership and the continued impact Family & Youth has on residents across the region. Visit Lake Charles team members Shanna Landry, Toni Winbush Chapman, Emily Treme and Taylor Beard Stanley attended, with Stanley serving on the Family & Youth Board of Directors. Congratulations to this year’s honorees, including Youth of the Year Andrea Gomez, Humanitarian of the Year Judge Guy Bradberry, Philanthropist of the Year Stine Home & Yard and Light of Hope Award recipient Michele Trahan of Red Oak Farm. Strong communities help create stronger destinations, and partnerships with organizations like Family & Youth support the quality of life that residents and visitors experience throughout Southwest Louisiana.
In the News
Only In Your State: “Lake Charles Might Be Louisiana’s Most Underrated Food City”
Lake Charles was featured by Only In Your State in an article by Jackie Sutherlin titled “Lake Charles Might Be Louisiana’s Most Underrated Food City,” highlighting the region’s growing culinary reputation and the Cajun and Creole flavors that help define Southwest Louisiana. Sutherlin, who visited as part of a Cajun and Creole familiarization tour hosted by Visit Lake Charles in April, spotlighted four area restaurants and shared the local food experiences that make Lake Charles stand out. The article was also picked up by AOL, further extending the reach of the story to a larger national audience.
This coverage helps position Lake Charles as a distinctive food destination and reinforces the value of hosting travel writers who can experience the region firsthand. By sharing authentic local dining experiences with new audiences, earned media like this helps strengthen Southwest Louisiana’s reputation as a place where food is an essential part of the travel experience. Read More
USA Today 10Best: “Best Scenic Drive”
The Creole Nature Trail All-American Road was recognized in USA Today’s 2026 10Best Readers’ Choice Awards, placing No. 8 among the top 10 scenic drives in the country. Known for its wildlife, coastal landscapes, birding opportunities and access to Louisiana’s Outback, the Creole Nature Trail offers visitors a one-of-a-kind way to experience the natural beauty of Southwest Louisiana.
This recognition elevates one of the region’s most important outdoor assets and reinforces the Creole Nature Trail’s appeal to road trip travelers, nature lovers and families seeking accessible outdoor experiences. National visibility through USA Today 10Best helps keep Southwest Louisiana competitive among scenic destinations across the country while encouraging more visitors to explore Cameron Parish, local attractions and the businesses connected to the trail experience. Read More
