In April 2025, the first Brand USA Ambassadors for Australia and New Zealand were announced—marking the beginning of a new initiative designed to empower travel advisors and deepen destination knowledge across the region. The inaugural panel brought together agents with a wide range of experience, industry tenure, brand affiliations, and geographical perspectives. This diversity quickly became one of the program’s greatest strengths, showcasing the richness of knowledge and learning that can be found when varied backgrounds and expertise converge.
Selected ambassadors embarked on a 12-month placement, with a mission that extended well beyond personal professional development.
Participants were encouraged to champion the USA within their businesses by supporting training initiatives in their store, brand, or network.
They also played a key role in encouraging fellow advisors to join the USA Discovery Program, helping colleagues experience the benefits of this multifaceted training platform and deepen their understanding of the destination.
Throughout the year, ambassadors were invited to build meaningful connections across the industry. Mentorship opportunities with partner airline Air New Zealand, product partners and destinations, as well as engagement with fellow ambassadors, formed the backbone of the program.
Regular touchpoints included monthly all-in virtual calls and participation in industry events such as the The Great USA Road Trip series, networking gatherings hosted by Brand USA, and major industry moments like the National Travel Industry Awards (NTIA).
One standout gathering was the immersive all-in experience on the Gold Coast, where ambassadors came together in person to deepen their relationships, exchange insights, and collaborate on ways to champion the USA within their networks.
Images L-R: NTIA celebrations Lexie Miliatis, Brand USA; Lauren Zanesco, iTravel; Jessica O’Grady, Travel Associates; Centre: Travel Associates’ Jess O’Grady (right) hosting Echoes of Europe in Geelong with destination partners and Air New Zealand; Right: Lexie Miliatis, Brand USA; Tracey Flower, MTA; Nick Lewis, Air New Zealand.
An immersive journey across the USA
In November, the program reached its pinnacle when ambassadors travelled to the United States for an immersive education experience. The group split across two itineraries, exploring four states before reuniting in Anaheim for a shared finale.
The journey was designed to go far beyond a traditional study tour. Ambassadors encountered unique destinations, memorable experiences, and the people who bring each place to life.
Among the many highlights were meetings with Dusty Sage, an iconic Disney historian whose stories brought decades of history to life, spending time in Gloucester with local representative for North of Boston Convention and Visitors Bureau, Nancy Gardella who enthusiastically introduced and shared her region and knowledge with participants, and Kevin Stark, a vibrant artist whose work reflected the creative spirit of his community.
L-R: Dusty Sage, iconic Disney historian; Nancy Gardella of North of Boston Convention and Visitors Bureau with Tracey Flower MTA; Kevin Stark, a vibrant artist whose work reflected the creative spirit of his community.
These encounters allowed participants to move beyond surface-level knowledge, building deeper connections to the places they visited.
The program’s focus on local voices, cultural context, and immersive experiences ensured that destination learning remained both authentic and impactful.
Through the challenges, discoveries, and shared moments, ambassadors strengthened their expertise and returned home with richer insights to share with clients and colleagues.
A community built through shared experience
While the destinations and experiences were remarkable, many ambassadors agree that the most meaningful outcome of the program has been the community it created.
Throughout the year, the group consistently supported and championed one another, sharing insights, celebrating achievements, and building professional relationships that will extend well beyond the program itself.
As Kirsty Jackson from Auckland reflected: “I think my favourite memory or takeaway from this program is the amazing bunch of agents I now have as colleagues and friends that I can call on for anything. That’s been the best part. Getting to bond with them while in the USA was incredible. It really did enhance our trip, and we were so fortunate to meet some incredible locals who continue to inspire me every day.”
Her words echo the sentiment shared by many of the inaugural ambassadors: the relationships forged during the program have been just as valuable as the professional development it delivered.
Looking ahead: A global expansion
Following the success of the inaugural program in Australia and New Zealand, Brand USA has announced that the ambassador initiative will expand globally in 2026. The next phase will see 250 ambassadors appointed worldwide, with the announcement set for July 4, coinciding with the nationwide celebrations for United States Semi quincentennial, America 250.
Applications for the next Australian and New Zealand panel will open in the coming weeks. Travel advisors with a passion for the USA, a desire to build community within their business or network, and a commitment to 12 months of dedicated training and engagement are encouraged to apply.
This article is brought to you by Brand USA.
