Miles Partnership’s Vito Zuppardo explains how Louisiana promotes its authentic culture, hidden attractions and signature experiences to travelers worldwide.
Selling Louisiana’s Authentic Story
Louisiana tourism has a powerful advantage: authenticity.
Vito Zuppardo, vice president at Miles Partnership, recently joined Mornings with Brian Haldane to discuss how his company works with tourism destinations and hospitality organizations to promote Louisiana. Zuppardo said the state already has the unique food, music, culture and history that travelers want to experience.
He also emphasized the importance of maintaining Louisiana’s visibility after hurricanes, oil spills and other events that can shape perceptions of the state.
Scenic Byways Reveal Hidden Louisiana
Zuppardo highlighted Louisiana’s scenic byways as a way to encourage travelers to explore beyond major destinations.
Rather than focusing solely on scenery, the byways connect visitors with local history, culture and communities. They can lead travelers to lesser-known attractions such as Poverty Point, a UNESCO World Heritage site in northeast Louisiana.
Food trails, including Louisiana’s hot sauce trail, offer another way to explore the state through distinctive local experiences.
Taking Louisiana to a Global Audience
Zuppardo also discussed major tourism marketing campaigns that have placed Louisiana in front of national and international audiences.
Following the COVID-19 pandemic, Louisiana promoted the return of Mardi Gras through appearances in major events, including the Macy’s Thanksgiving Day Parade and the Rose Parade. Those appearances helped introduce Louisiana culture to millions of potential visitors.
The state also uses creative campaigns to generate awareness and encourage future travel. One example featured Louisiana-themed food trucks in major feeder markets such as Dallas, Houston, Atlanta and Washington, D.C.
Zuppardo said tourism marketing ultimately starts with awareness and turns that attention into visitation. By showcasing authentic experiences and encouraging travelers to explore beyond traditional destinations, Louisiana can compete for vacation dollars while strengthening its tourism economy.