The inaugural Brand USA Global Ambassador Program 2026 brings together 250 travel professionals from around the world, recognised for their destination expertise, industry connection and passion for inspiring travel to the United States.
Running across 12 months, the program combines destination training, mentorship and partnership opportunities with Brand USA and Qantas, equipping advisors with deeper knowledge and greater confidence to showcase the breadth of experiences available across the USA.
For Australia and New Zealand, the program comes at a time when the United States continues to evolve as one of the market’s most compelling long-haul destinations. While iconic attractions remain a drawcard, today’s travellers are increasingly seeking authentic, experience-led journeys that reveal the country’s diversity, culture and communities.
Among the 2026 Australian and New Zealand ambassadors are Lisa Trestrail (RAA Travel), Fiona Gent (MTA), Kelly Chapman (Everything Travel) and Holly Cliffe (House of Travel), each bringing their own perspective on what makes the USA resonate with travellers today.
A destination that welcomes the world
For many ambassadors, recent major sporting events have highlighted more than the USA’s ability to host world-class competitions. They’ve also demonstrated the country’s warmth, energy and capacity to welcome international visitors.
Lisa Trestrail says events such as the FIFA World Cup have showcased cities that embrace visitors while giving them the opportunity to experience local culture beyond the stadium.
“The USA feels vibrant and welcoming. It’s a destination that challenges perceptions while giving travellers confidence to explore.”
For sports travel specialist Kelly Chapman, the atmosphere created by host cities has been just as memorable as the matches themselves.
“As a specialist in sports travel, seeing cities and their residents welcome fans with open arms and embrace different cultures has been beautiful to watch – from Boston welcoming the Tartan Army, to Dallas where Aussie supporters flooded Walmarts, and Miami getting behind Cape Verde against local hero Lionel Messi and Argentina. Sport is an amazing melting pot that brings people together from all walks of life, just as the USA is built on those same foundations.”
Even the everyday experiences have become part of the story.
“Walmart, Buc-ee’s and ranch dressing are definitely having a cultural moment!” laughs Fiona Gent.
Together, these moments paint a picture of a destination where visitors don’t simply attend an event – they become part of the local experience.
Confidence through first-hand experience
A key objective of the Brand USA Global Ambassador Program is to strengthen advisors’ destination knowledge through education and lived experience.
For Fiona Gent, that’s particularly important as Australian travellers continue to seek more immersive holidays, from self-drive itineraries and regional discoveries to special interest travel.
Greater destination knowledge allows advisors to confidently tailor recommendations, helping clients move beyond traditional gateway cities and discover experiences that best match their interests.
The program reinforces the value of first-hand expertise, ensuring advisors can provide trusted, informed guidance while inspiring clients to consider new ways to explore the USA.
One country, countless experiences
If there’s one message shared across this year’s ambassadors, it’s that no single trip can define the United States.
Holly Cliffe believes the country’s greatest strength is the diversity of experiences on offer.
“The World Cup’s multi-city format has reinforced that the USA isn’t one destination – it’s many. Every city, region and state has its own identity, culture and rhythm.”
That diversity gives travellers the freedom to create journeys that reflect their own interests, whether that’s iconic cities, national parks, road trips or lesser-known regional communities.
Kelly Chapman agrees, saying some of the most memorable experiences often happen away from the major tourist centres.
From Route 66 roadside stops and Yellowstone’s wildlife to California’s Pacific coastline, she believes it’s the local diners, conversations and unexpected discoveries that create lasting memories and reveal the “real America”.
Sport also remains one of the country’s most distinctive cultural experiences.
Whether it’s Major League Baseball, the NFL, college football or an international tournament, attending a game offers far more than the action on the field.
As Fiona Gent puts it: “Sport in the USA isn’t just something you watch, it’s something you live.”
Trusted voices for the destination
For each ambassador, selection into the Brand USA Global Ambassador Program represents both professional recognition and an opportunity to deepen their expertise.
The program equips advisors with current destination knowledge, stronger industry connections and the confidence to recommend the USA across a wide range of traveller interests.
It also positions ambassadors as trusted voices who can help challenge misconceptions through first-hand experience, providing clients with authentic, up-to-date insights into travelling in the United States.
More broadly, the initiative reflects Brand USA’s commitment to ongoing advisor development and the important role travel professionals play in inspiring international visitation.
Looking ahead
As global travel continues to evolve, the USA remains a destination defined by diversity, discovery and a spirit of welcome.
For the 2026 Brand USA Global Ambassadors, the message is clear: whether travellers are drawn by world-class sporting events, legendary road trips, vibrant cities or spectacular natural landscapes, the United States offers experiences that reward curiosity and invite exploration.
No two journeys are ever the same – and that’s exactly what makes the USA so compelling.
This article is brought to you by Brand USA.
