TTT NEWS NETWORK
MUMBAI | 12 JUNE 2026
JourneyLabel, A Luxury Travel Company, specialising in bespoke journeys worldwide, has partnered with Mississippi River Country (MRC) to launch America’s Greatest River Stories, a landmark campaign that brings together five iconic U.S. states for the Indian travel market.
The campaign showcases Minnesota, Illinois, Tennessee, Mississippi & Louisiana, inviting travellers to discover a region where music, history, culture, cuisine and legendary road journeys come together to tell the story of America. From the headwaters of the Mississippi River in Minnesota and the historic Route 66 experiences of Illinois to Tennessee’s celebrated music heritage, Mississippi’s deep blues roots and Louisiana’s vibrant culture, festivals and culinary traditions, the region offers an extraordinary diversity of experiences found nowhere else in the world. Connected by the legendary Mississippi River, each state offers its own distinctive character, traditions and stories, creating a journey through the heart and soul of America. Together, they represent one of the most influential cultural corridors in the United States, defined by music, heritage, creativity and local traditions.
Developed in collaboration with Explore Minnesota, Enjoy Illinois, the Tennessee Department of Tourist Development, Visit Mississippi and the Louisiana Office of Tourism, America’s Greatest River Stories represents a unique tourism collaboration that brings together five U.S. state tourism organisations under a single campaign for the Indian luxury travel market. Together, this destination campaign showcases one of America’s most culturally significant regions, inviting travellers from India to discover the people, places and stories that have shaped generations of American culture.
Sharing Thoughts on the Partnership:
Doug Bourgeois, Chair of Mississippi River Country and Assistant Secretary of the Louisiana Office of Tourism, said, “We are excited to partner with JourneyLabel to introduce Mississippi River Country to the Indian travel market. It’s a great way to show off the wide variety of attractions we have throughout the Mississippi River Country states and help our destination partners reach a new luxury audience.”
Jennifer Schak, Vice Chair of Mississippi River Country and Marketing Development Manager with Explore Minnesota, said, “Mississippi River Country is home to some uniquely American destinations and attractions, from Route 66 in Illinois to the headwaters of the Mississippi River in Minnesota to the music of Memphis in Tennessee. Working with a reputed luxury travel company like JourneyLabel means that our states can reach a new audience and introduce them to everything this region of America has to offer.”
Sufail Husain, Co-Founder of JourneyLabel, said, “The future of luxury travel belongs to destinations with a strong sense of identity. Travellers today want to connect with a place, not simply visit it. Mississippi River Country offers a journey through the stories, music, culture and heritage that helped shape America itself. We are immensely proud to partner with Mississippi River Country and its participating tourism boards to bring this extraordinary region to luxury travellers from India.”
About JourneyLabel:
JourneyLabel is a luxury travel company specialising in bespoke holidays and experiential journeys worldwide. Through destination expertise, personalised service and thoughtfully curated journeys, JourneyLabel helps guests connect more deeply with the places they visit.
About Mississippi River Country:
Mississippi River Country is a destination marketing alliance representing states along the Mississippi River corridor. Known as the cultural heart of America, the region is home to world renowned music, historic landmarks, outdoor adventures, culinary traditions and authentic experiences that showcase the diversity and heritage of the United States.
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