Q: What inspired the concept behind ‘The Great USA Road Trip – Australia’ and why is now the right time to focus on self-drive holidays across the USA?
A: We know Australians love the freedom and flexibility that comes with a road trip and over the past few years we’ve seen growing demand for experiences that allow travellers to get off the beaten track, explore at their own pace and really connect with local culture.
Whether it’s cruising California’s Pacific Coast Highway, exploring New England’s fall foliage, or discovering quirky roadside towns in the South, there’s so much depth beyond the major cities that we know and love.
It’s also a particularly exciting time for road travel in the USA – we’re gearing up to celebrate the 100th anniversary of Route 66 in 2026, which is sparking renewed interest in classic American road trips.
The Great USA Road Trip – Australia is about tapping into this momentum and equipping agents with the tools and inspiration to sell these journeys confidently.
Q: Why did you choose Perth, Adelaide and the Gold Coast as host cities this year?
A: They are all home to engaged, savvy travel agent communities that we know are eager for face-to-face training and networking.
This is the first time a Brand USA event has returned to these cities since before the pandemic, so it is incredibly important that we’re able to reconnect in person and show our ongoing commitment to the trade in these markets.
We’re especially excited to be heading to Adelaide, with United Airlines launching their new non-stop Adelaide to San Francisco service in December.
This is the first time that Adelaide has ever had a direct flight to North America, which is a huge win for South Australian travellers and the travel local industry.
The roadshow will be a great opportunity for agents to continue building their USA knowledge and product offering ahead of the route’s debut.
Q: Can you walk us through what travel agents can expect at each event?
A: Agents can expect a relaxed and interactive evening, with an open marketplace giving them the chance to meet exhibitors like Los Angeles Tourism, Travel Oregon, Visit Seattle and many more – 20 U.S. destination and product partners in total.
We’ll have our own Brand USA booth during the marketplace as well, so make sure to stop by to learn more about the incredible experiences on offer across the country – with a side of our favourite road trip snacks.
One of the highlights of the evening will be our panel discussion, ‘Beyond the Map: A Deep Drive into the USA’s Iconic Highways and Backroad Adventures’, which is a new format for our roadshow events.
We’ll also have a pit stop-themed interactive quiz to test agents’ knowledge of iconic U.S. road trips, with great prizes up for grabs.
It’s going to be an awesome opportunity for agents to deepen their destination knowledge, while also learning about the hidden gems and off-the-beaten-track experiences that make a road trip so special.
Q: How does the format of ‘Beyond the Map’ differ from traditional destination presentations and what do you hope agents will take away from the panel?
A: The panel will be conversational and very story-led, with representatives from the Arizona Office of Tourism, Visit California, Travel Oregon and the New York State Division of Tourism sharing their personal experiences and favourite hidden spots that don’t always make it into brochures.
I’m very excited to be moderating the panel – it’s going to be full of practical knowledge and insider tips.
Agents will walk away with real, tangible insights that they can pass on to their clients. Not just stats and facts, but stories that inspire people to hit the road and explore.
Q: Are you seeing increased interest from Australian travellers in self-drive holidays across the USA and if so what’s driving that trend?
A: Absolutely. Over the last few years there has been a strong move toward slower, more immersive travel.
People are craving space, flexibility and authentic experiences, and a road trip delivers all three.
In the USA driving is easy, the roads are well-maintained and there’s such diversity in the landscapes that every day feels like a new adventure.
Plus, Australians are confident drivers and they like the idea of having control over their itinerary while still enjoying comfort, convenience and local character along the way.
Q: What advice would you give to agents who are unsure whether to attend?
A: Come along! It’s free, fun and packed with practical insights. Whether you’re new to selling the USA or want to refresh your knowledge, this event will give you fresh tools, destination contacts and ideas you can use immediately.
You’ll walk away inspired, better equipped to sell the USA and maybe even packing your bags for your own adventure if you are one of our lucky prize winners!
Q: Beyond attending the roadshow, what other resources can Aussie agents tap into to boost their USA knowledge and sales confidence?
A: We always encourage agents to sign up for the USA Discovery Program – it’s our free, interactive online training platform that offers a range of destination badges and specialist certifications.
It’s a great way to build confidence, sharpen your USA knowledge and stand out in the market.
We also have TravelTrade.VisitTheUSA.com, which is a hub of practical resources like downloadable itineraries, marketing assets, destination spotlights and more.
Whether you’re planning a tailored itinerary or looking for quick content to support a booking, it’s all designed to make your job easier.
Events will take place in Perth (July 29), Adelaide (July 30) and the Gold Coast (July 31).
Register here:
https://events.humanitix.com/brand-usa-great-usa-road-trip-perth
https://events.humanitix.com/copy-of-brand-usa-great-usa-road-trip-adelaide
https://events.humanitix.com/brand-usa-great-usa-road-trip-gold-coast
