Brand USA has announced the upcoming ‘Great USA Road Trip – Australia, in Partnership with United Airlines’, a three-city roadshow designed to showcase iconic self-drive experiences across the United States. The event will connect Australian travel agents with road trip adventures from scenic highways to hidden gems, inspiring them to confidently sell the USA as a self-drive destination.
The roadshow will take place from 29 to 31 July 2025, stopping in Perth, Adelaide, and the Gold Coast. Free registration for travel agents opens in June, with spaces expected to fill quickly.
Suzy Shepard, Brand USA’s Senior Director, Global Trade Development (APAC), said the event will tap into Australians’ growing passion for immersive and independent travel. “The Great USA Road Trip – Australia will be a journey into the heart of USA road trips, crafted to inspire and empower agents to sell self-drive adventures with confidence,” Shepard said.
The timing of the roadshow aligns with the upcoming centenary of Route 66 in 2026. Often dubbed America’s ‘Mother Road’, Route 66 stretches 3,940 kilometres from Chicago to Santa Monica and remains a bucket list journey for many travellers.
The program, already successful in Brand USA’s key markets in the UK and Europe, will feature U.S. destination and product partners, offering informative sessions and immersive activations. United Airlines’ Regional Sales Manager for Australia, New Zealand and Tahiti, Tim Wallis, said: “United Airlines is excited to partner with Brand USA, showcasing some of the most famous routes and scenic roadways across the U.S., starting in our hometown of Chicago. With more nonstop flights from Australia to the Continental USA than any other airline, and connections to over 200 U.S. destinations, we’re giving Australian travellers even more ways to explore.”
Research from Brand USA highlights the growing appetite for self-drive holidays, with 47% of Australian travellers considering a U.S. road trip and 69% expressing a desire to visit two or more cities during their stay (Market Intelligence Survey, August 2024). Road tripping offers a flexible, cost-effective way to explore the diverse culture and landscapes of the USA.
Travel agents can look forward to engaging sessions and valuable insights at the following events:
- Perth – 29 July 2025
- Adelaide – 30 July 2025
- Gold Coast – 31 July 2025
Spaces are limited, so agents are encouraged to register early in June to secure their place. For further information and travel agent resources, visit TravelTrade.VisitTheUSA.com.
