LOUISIANA EARNS GLOBAL SPOTLIGHT AT 137TH ROSE PARADE, REACHING 4.7 BILLION WITH “GULF TO GUMBO” FLOAT

BATON ROUGE, La. – Louisiana once again captured worldwide attention at the 137th Rose Parade® presented by Honda, with the state’s “Gulf to Gumbo” float delivering global exposure and celebrating the teamwork behind Louisiana’s iconic seafood and agriculture industries.

“This year’s theme, ‘The Magic of Teamwork,’ couldn’t have been more fitting. From our seafood harvesters and farmers to the cultural ambassadors riding on the float, it takes all of us working together to create the food, music, and traditions that Feed Your Soul in Louisiana,” said Lieutenant Governor Billy Nungesser. “From the men and women who harvest our seafood in the Gulf, to those who process it, sell it, and cook it, gumbo is the perfect symbol of ‘The Magic of Teamwork.’ This float told that story and showed the world why Louisiana’s culture, cuisine, and people are truly one of a kind.”

Broadcast live nationally and internationally, the Rose Parade is one of the most-watched annual events in the world. According to Louisiana Office of Tourism data, the 2026 media coverage of Louisiana’s “Gulf to Gumbo” float generated an estimated global reach of 4.7 billion with an advertising value equivalent totaling $47.6 million, highlighting the extraordinary promotional impact of showcasing the state’s culture, cuisine, and teamwork on a global stage.

The float featured a giant pelican chef stirring a pot of gumbo filled with shrimp, crab, crawfish, onions, peppers, and other Gulf Coast ingredients. A shrimp boat hauling in fresh Gulf seafood led the float, symbolizing the hardworking men and women who power the state’s signature seafood industry. Louisiana once again provided the mid-parade entertainment, featuring rising country artist and "American Idol" runner-up John Foster, an Addis, La., native who has already made his Grand Ole Opry debut.

Louisiana’s Rose Parade presence was further strengthened through a partnership with Commissioner of Agriculture and Forestry Mike Strain, who provided Louisiana Certified products to showcase during national and international media days leading up to the parade. Featuring authentic, homegrown food products, the collaboration highlighted the state’s farmers, producers, and agribusinesses while reinforcing Louisiana’s reputation for world-class cuisine. By pairing Louisiana Certified products with the “Gulf to Gumbo” message, the partnership underscored the vital role agriculture plays alongside seafood in telling a complete story of teamwork, quality, and pride in Louisiana-grown products.

Five premier sponsors representing convention and visitor bureaus from across Louisiana supported this year’s float: Explore Houma, the Tangipahoa Parish Convention & Visitors Bureau, Visit The Northshore, Cajun Coast, and the Ascension Parish Tourism Commission.

For more information and a list of riders in 2026, visit the Explore Louisiana Rose Parade webpage.

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