Brand USA is expanding its travel trade Ambassador Program globally for the first time, with a goal of appointing 250 travel advisors worldwide by July 4, 2026, in alignment with America250, the United States’ 250th anniversary.
Applications for the Australia and New Zealand cohort open today, with travel advisors invited to submit a written or video entry outlining their passion for the USA and contributions to the travel trade.
Malcolm Smith, Brand USA Senior Vice President Global Markets and Chief Trade and Product Development Officer, said travel advisors were one of the most powerful drivers of international visitation.
“Through the expanded Brand USA Global Ambassador Program, we’re investing in a network of highly engaged experts who can amplify US destination knowledge within their markets. It strengthens engagement and supports sustained inbound growth to the United States as part of our broader international strategy during America250,” Mr Smith said.
The program was first piloted in Australia and New Zealand in 2025, bringing together 12 travel advisors in the inaugural cohort. Building on that success, the global expansion will see ambassadors gain access to industry events, VIP networking, social media masterclasses, themed webinars and an educational familiarisation trip across multiple US states.
Central to the program is a peer-to-peer approach, where ambassadors share knowledge and experiences within their own networks, creating a more connected and informed travel trade community.
For more information visit visittheusa.com/travel-trade
