Brand USA is expanding its travel trade ambassador program, as part of a global move to appoint 250 travel advisor ambassadors worldwide by 04 Jul. 
This coincides with America250, the US’ 250th anniversary, and comes as its svp global markets and chief trade and product development officer Malcolm Smith says agents are one of the most powerful drivers of international visitation, adding that their influence extends well beyond individual bookings.
The program was first piloted in Australia and New Zealand in 2025 with 12 travel advisors, selected because they are passionate about the US and eager to deepen their expertise, share knowledge, and play a more active role in industry conversations.
The ambassadors will have access to a range of opportunities including industry events, a structured training program featuring dedicated sessions with Brand USA representatives, social media masterclasses, themed webinars, and take part in an educational famils exploring multiple states, it adds.
The move to expand the program follows on from its success down here, with Smith saying it strengthens engagement and supports sustained inbound growth to the US.
. . . Apply Now
Applications for the Australia and New Zealand cohort open today, 13 Apr.
Agents can apply by submitting either a written or video entry outlining their passion for the USA and their contributions to the travel trade via the Brand USA Global Ambassador Application site. See HERE.
