The Brand USA Ambassador agent initiative goes global in 2026, following a successful Australia and New Zealand pilot program last year and will expand to include 250 travel advisors worldwide.
Brand USA Ambassador applications for Aussie and Kiwi travel advisors are now open and agents are invited to apply via written or video submission by 22 May 2026.
The new Brand USA Global Ambassador 2026 cohort will be announced on 4 July in line with America250 celebrations – the US 250th anniversary.
Last year’s Brand USA Ambassador Panel brought together 12 travel advisors across Australia and New Zealand, including a multi-state US famil – a standout highlight.
The peer-to-peer program is designed for engaged agents who are passionate about the USA and eager to deepen their expertise, share knowledge and play a more active role in industry conversations as trusted voices within the travel advisor community.
Ambassadors can access educational opportunities through Brand USA and its partners, including industry events, VIP networking and a training program with guest speakers, dedicated Brand USA sessions, social media masterclasses and themed webinars.
Brand USA Senior Vice President, Global Markets & Chief Trade and Product Development Officer Malcolm Smith said the 2025 pilot demonstrated strong industry impact and set the foundation for global expansion.
“Travel advisors are one of the most powerful drivers of international visitation and their influence extends well beyond individual bookings,” he said.
“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.
“As a platform designed to connect the travel trade and inspire new USA specialists, it strengthens engagement and supports sustained inbound growth to the United States as part of our broader international strategy during America250.”
