From the court to the coast, March highlighted the full scope of what Southwest Louisiana offers. Sporting events drove visitation, while ongoing destination development, media exposure and sales efforts worked in tandem to expand awareness and create more opportunities for deeper engagement.
Visit Lake Charles Impact
The National Junior College Athletic Association (NJCAA) Division I Women’s Basketball Championship made its historic debut in Louisiana, and during the tournament, visitors experienced more than competition; they engaged with the local flavor that defines Southwest Louisiana. From seafood restaurants and po’boys to snow cones, beignets and area favorites, attendees explored a variety of local dining options throughout their stay, often returning to favorite spots and seeking out new experiences.
“I just experienced Steamboat Bill’s,” said Crystal Hudson, visiting from Texas. “It was excellent. The best seafood I’ve ever had.”
“My first po’boy, I literally loved it,” said Destiny Harper, the manager for the Trinity Valley Community College Women’s Basketball. “I don’t want to leave it.”
“Have not missed a meal,” said Scotty Fletcher, the head women’s basketball coach at the University of Louisiana at Monroe. “It has been incredible, phenomenal, amazing.”
These firsthand experiences reflect the broader impact of hosting major sporting events. While competition brings visitors into the destination, it is the surrounding offerings, including local restaurants, cultural experiences and community spaces, that encourage exploration and spending beyond the venue. This type of engagement supports small businesses, strengthens the local economy and reinforces Southwest Louisiana’s identity as a destination known for its food, culture and hospitality.
Visit Lake Charles on the Geaux
Expanding Global Reach Through European Sales Mission
Kaitlyn Gallegos, director of global sales, represented Visit Lake Charles across multiple international markets through Travel South USA’s Pan-European Roadshow, with stops in Paris, London and Dublin. The mission brought together top tour operators, media and industry partners from across Europe for targeted discussions focused on product development, itinerary building and long-term visitation trends.
In Paris, meetings with leading French operators and media focused on expanding product availability and developing culturally immersive experiences that resonate with international travelers. In London, discussions with operators from the UK, German and Nordic markets provided valuable insight into traveler sentiment and booking behavior, reinforcing that while overall international travel to the U.S. has softened, demand for Southern destinations remains steady. One-on-one meetings also created opportunities to strengthen existing partnerships and introduce Southwest Louisiana to new operators exploring expanded Southern U.S. offerings.
Additional engagement included participation in the Family Traveller event at Twickenham Stadium, where Visit Lake Charles helped showcase Louisiana as a family-friendly destination to a large consumer audience. In Ireland, Visit Lake Charles joined the Spirit of Louisiana coalition for in-office visits with Dublin-based tour operators, providing destination training and strengthening relationships in a market that continues to show growth in bookings.
These efforts position Southwest Louisiana within key international markets by building relationships that influence future travel planning, media coverage and tour development. Continued engagement at this level supports long-term visitation and ensures Louisiana’s Playground remains competitive in the global travel landscape.
Driving Group Business
Brandi Smith, sales manager of meetings and motorcoach, attended Corporate Express, where she met directly with meeting planners and event rights holders through a structured schedule of one-on-one appointments and networking opportunities.
These interactions are essential to securing future meetings, conferences and motorcoach group travel, all of which contribute to overnight stays, midweek visitation and consistent economic impact. By maintaining a presence at targeted industry events, Visit Lake Charles continues to position the destination as a competitive option for group business.
Advocating at the State Level
Visit Lake Charles was represented at the Louisiana Travel Association and LACVB meetings in Baton Rouge, where tourism leaders from across the state gathered to discuss legislative priorities, industry trends, and the future of tourism in Louisiana.
Timothy Bush, chief marketing officer, began his term as Secretary of the LTA Board, while Kyle Edmiston continues his service, ensuring Southwest Louisiana has a strong voice in statewide conversations. Engagement with legislators and industry partners supports policies and funding that sustain and grow tourism, reinforcing its role as a key economic driver for the region.
Promoting Culinary Tourism in Key Drive Markets
Candy Rodriguez, director of communications, partnered with Gus Garden of Area 337 to promote the Louisiana Food and Wine Festival through media outreach in Southeast Texas. The appearance highlighted the festival’s move to March, its alignment with crawfish season and its expanded lineup of culinary events, including Fire on the Lake, the Grand Tasting and a new VIP experience: Crawfish & Cocktails.
By targeting nearby drive markets, this outreach encourages visitation from audiences most likely to convert to weekend travel. Promoting signature events like the Louisiana Food and Wine Festival not only supports attendance but also showcases Southwest Louisiana’s culinary identity and strengthens its reputation as a food-focused destination.
Around the Destination
Welcome Texas Writers
Visit Lake Charles hosted a media familiarization tour with travel writers Jenny Block and Rachel Pinn, led by Devan Corbello, director of public relations. The three-day itinerary highlighted key experiences across Southwest Louisiana, including local dining, cultural attractions, live entertainment and outdoor recreation.
The visit included stops at locally owned restaurants, museums, art spaces and downtown Lake Charles, along with resort properties and signature events such as Rum Revival. The itinerary was designed to provide an authentic, well-rounded perspective of the destination and how visitors experience it.
Familiarization tours are a critical tool in destination marketing, allowing media to experience and accurately tell the story of a place. Resulting coverage helps expand awareness, shape perception and position Lake Charles as a destination with strong appeal, supporting visitation and economic impact across the region.
Strengthening the Visitor Experience Through Partner Education
Visit Lake Charles continues to invest in the people who shape the visitor experience through its E-Destination SWLA Partner Education and Training program. This free initiative provides hospitality professionals with a deeper understanding of the region’s restaurants, attractions, itineraries and overall destination story, along with insight into how Visit Lake Charles promotes Southwest Louisiana.
By equipping frontline staff and community partners with this knowledge, the program helps ensure visitors receive consistent, informed recommendations that encourage exploration and extend their stay. Strengthening local awareness directly supports the visitor experience, enhances satisfaction and reinforces tourism’s role in supporting local businesses and the broader economy.
Upcoming virtual training opportunities are scheduled for June 1 at 2 p.m., September 22 at 9 a.m. and December 10 at 2 p.m. Hospitality partners are encouraged to participate and continue building their knowledge of the destination. Sign up HERE.
Enhancing Trip Planning Through Digital Innovation
Visit Lake Charles launched new AI-powered trip planning capabilities on its website, providing travelers with a more personalized and intuitive way to plan their visit. Through a partnership with Mindtrip, users can now build customized itineraries based on their interests, highlighting experiences such as casino resorts, Cajun and Creole cuisine, outdoor recreation and scenic drives.
Investing in digital tools like this enhances the visitor journey from inspiration to booking, making it easier for travelers to discover and engage with the destination. Improved planning experiences can lead to longer stays, increased spending and a stronger overall connection to Southwest Louisiana.
Supporting Community Partnerships
Visit Lake Charles attended United Way of Southwest Louisiana’s Annual Meeting, Leaders and Legends, joining community leaders, partners and volunteers to recognize the progress and partnerships shaping the region’s future.
Engagement in events like this reinforces Visit Lake Charles’ commitment to collaboration and community development. United Way’s focus on youth opportunity, community resiliency, health and financial stability aligns with broader efforts to strengthen quality of life, which plays a key role in supporting a vibrant, sustainable destination.
Recognizing Frontline Partners in Travel
Visit Lake Charles provided lunch for the TSA team at Lake Charles Regional Airport, recognizing their role as essential partners in the travel experience. As the first point of contact for many visitors, their work supports safe, efficient travel and helps create a positive first impression of Southwest Louisiana.
In the News
National Recognition Highlights Leadership and Innovation
Visit Lake Charles team members received national recognition in March, reflecting the organization’s leadership and forward-thinking approach within the tourism industry. Emily was selected for Destinations International’s 30 Under 30 Class of 2026, while Aubrey Caldwell was named an eTourism Rising Star, honors that highlight emerging leaders shaping the future of destination marketing.
