Brand USA brought the Australian travel industry together in Sydney this week for America the Beckoning, an evening focused on the people, communities and experiences shaping travel to the United States in 2026.
Held at Universal Sydney on 4 August, the event connected travel professionals with more than 20 US destination partners. Around 30 Brand USA Global Ambassadors were also recognised on the night, giving the gathering a strong travel trade presence.
Brand USA Senior Director, Global Trade Development for APAC, Suzy Shepard said recent coverage of the FIFA World Cup had shown a warm and inclusive side of the country, with international visitors connecting through sport while learning more about US destinations and culture.
Shepard also acknowledged the uncertainty created by conflicting reports about entry requirements and the visitor experience.
“We know there is a lot of noise out there, but this is really your tool to make sure that you are giving out the right information,” she said.
The tool is Get Facts. Get Going., a Brand USA resource bringing together clear information about visas, ESTA, fees and arrival procedures.
The site addresses common questions about social media disclosure, visa waiting times and what international passengers should expect when entering the country. It also directs travellers and advisors to official US Government sources so they can check the requirements relevant to an individual trip.
For Australian travellers, the resource includes information about tools that may simplify arrival. Eligible passengers can use Mobile Passport Control to submit passport and customs information through an app, while approved Australian citizens can access expedited clearance through Global Entry.
The broader conversation at America the Beckoning explored what makes visitors feel welcome after they arrive.
Representatives from Travel Without Limits, Sports Here I Am and Gay and Lesbian Tourism Australia shared perspectives on accessible travel, sporting events, LGBTQ travel and the value of personal encounters.
Travel Without Limits founder Julie Jones spoke about travelling in the US with her son, who uses a wheelchair, and the effort local tourism operators have made to include the whole family.
“We love the welcome that we always get in the US,” Jones said. “We find that there is such a huge variety of experiences, whether it is the landscape, museums or something else. Americans really want to make sure that our son and our family can do everything possible.”
Other panellists pointed to the pride Americans take in their home towns, along with their willingness to share local recommendations and traditions with visitors.
Destination partners offered examples from across the country. Colorado highlighted the character of communities such as Glenwood Springs and Colorado Springs, while Destination DC encouraged travellers to look beyond the National Mall and government buildings to the city’s neighbourhoods, food, history and music.
Hawaii placed the emphasis on the spirit of aloha and the sense of connection created through a lei, a smile, a song or a greeting. Texas representatives spoke about visitors being invited to join locals for two step dancing and pickleball.
Visit California also shared a World Cup experience in which a group of Australian supporters, dressed in green and gold, arrived at a Paraguayan tailgate party before an Australia match. Any uncertainty quickly disappeared when a host greeted them with a hug and the words: “Aussies, you’re welcome here.”
Together, the stories presented a view of the United States shaped less by familiar headlines and more by individual encounters. For the Australian travel trade and Brand USA’s Ambassadors, the event offered both practical information for answering client questions and fresh material for conversations about US travel in 2026.
