KEY TAKEAWAYS: Louisiana will launch its new “Every Moment Feeds Your Soul” tourism campaign in November. The campaign will target out-of-state travelers in regional drive and air travel markets. Louisiana welcomed 45 million visitors who generated $19.5 billion in spending in 2025. Touris m supports about 225,600 leisure and hospitality jobs and generated $2.3 billion in state and local tax revenue.   Louisiana tourism officials will launch a new out-of-state marketing campaign in November as the state looks to build on an industry that generated $19.5 billion in visitor spending last year. Lt. Gov. Billy Nungesser and the Louisiana Office of Tourism unveiled the “Every Moment Feeds Your Soul” campaign Wednesday during the Louisiana Travel Summit in New Orleans. The campaign expands on the state’s existing “Feed Your Soul” tourism brand and will market Louisiana’s food, music, outdoor recreation, history, culture and festivals to potential visitors in regional drive and air travel markets. “We are building upon our successful Feed Your Soul brand and incorporating messaging with all the things that feed your senses here in Louisiana – our food, music, outdoors, history, culture, festivals, and so much more,” Nungesser said in a statement. The marketing campaign will feature an original song, “Louisiana,” by Lafayette native Sean Bruce. Tourism officials said the campaign was developed around research indicating travelers are seeking immersive experiences and connections with the destinations they visit. “This campaign emphasizes that Louisiana offers immersive, authentic experiences which create memories that will stay with you long after your trip has ended,” Assistant Secretary of Tourism Doug Bourgeois said in a statement. “Every moment, every melody, every flavor, every view feeds your soul.” The campaign comes as Louisiana seeks to sustain growth in a tourism sector that remains one of the state’s major employers. Louisiana recorded 45 million visitors in 2025, generating $19.5 billion in tourism spending, according to the Louisiana Office of Tourism. Visitor activity generated $2.3 billion in state and local tax revenue. The state estimates that revenue equated to $1,317 in tax savings per Louisiana household. Tourism also supports about 225,600 leisure and hospitality jobs statewide and ranks as Louisiana’s fourth-largest employment sector, according to the tourism office. Nungesser said the new campaign will emphasize both well-known Louisiana attractions and the state’s rural communities and cultural experiences as officials compete for travelers from outside the state. “When you come to Louisiana, it’s like nowhere else in the world,” Nungesser said. “It’s a feeling, it’s the rhythmic sound of music, it’s the bayous, the Spanish moss, our rural areas, it’s the smell of gumbo and crawfish, it’s the joie de vivre. But most of all, it’s the people.” ...read more read less