By: Tammy Leytham | From: ConventionSouth

One of the wonderful aspects of the South is its makeup of various ethnicities and heritages; a true melting pot of culture. Cities across the South have discovered ways to celebrate cultural diversity with an array of international festivals and events.

Some celebrations are so woven into the fabric of a community, planners can use the theme anytime for their events. Such is the case with Fiesta San Antonio. Even though this annual celebration is in April, the Fiesta spirit is alive and well in San Antonio year-round. The theme can be infused by event planners into venues and menus through décor, cuisine, entertainment, and more.

“Meeting professionals are encouraged to work with their destinations management company or our Visit San Antonio experience team on how to ‘Fiesta’ their meeting or event,” says Stacey Carroll, marketing manager of meetings and conventions for Visit San Antonio.

Diversification is one of the key assets of Tangipahoa Parish in southeast Louisiana. Because its cultures are wide-ranging, the convention and visitors bureau is able to expand its reach to multiple markets.

The small town of Independence, La., for example, opens its doors to tens of thousands of visitors each March for its Sicilian Heritage Festival. “Most attendees feel a connection due to their ancestry,” says Emily McKneely Matise, director of sales for Tangipahoa Parish Convention & Visitors Bureau (CVB). “That translates into longer stays and return visits throughout the year,” she adds.

The Sicilian Heritage Festival board is always open to creative partnerships, Matise says, and ideas include private events at the Italian Cultural Museum and Italian cooking demonstrations and classes.

While most vendors at Charlotte Dragon Boat & Asian Festival in North Carolina are local, organizers are always happy to talk with planners who want to introduce another event or attraction. The same is true for the Bowling Green International Festival, where a film festival at the Capital Arts Center coincided with the event this year.

A brief snapshot of some of the South’s international festivals is a testament to the diversity of the region.

Fiesta

San Antonio
April 24-May 4, 2025

First launched in 1891 as a way to honor Texas heroes, Fiesta has transformed into an 11-day citywide party celebrating the region’s history, culture, music, and food.

An estimated three million people attend Fiesta, which is made up of more than 100 events (many free), including parades, exhibits, observances, and culinary pop-ups.

Fiesta contributes approximately
$340.1 million in sales to the local economy and supports approximately 3,400 full-time-equivalent jobs.

Some of the time-honored traditions include colorful decorations adorning the city, “Show Me Your Shoes,” during the Battle of Flowers Parade, and Fiesta medals donned by attendees. Local businesses and organizations release new medal designs each year, enticing collectors to grow their collections with the latest designs.

An idea for event professionals is to have medals made for their own meetings and events, which attendees can wear and share, Carroll says.

The Fiesta de los Reyes at Market Square is a culturally rich celebration featuring daily and nightly live performances, a wide variety of cuisine, and family-friendly events.
Other popular events are NIOSA (A Night in Old San Antonio), Ford Mariachi Festival and Taste of the Republic, Fiesta Carnival at the Alamodome Parking Lot C, Texas Cavaliers River Parade, and Fiesta Flambeau Parade.