Brand USA has capped off its Great USA Road Trip – Australia, connecting with more than 200 travel advisors across Perth, Adelaide and the Gold Coast.
The official destination marketing organisation for the US teamed up with United Airlines to bring the roadshow to life, delivering an engaging mix of education, inspiration and fun.
Each event kicked off with a panel session titled Beyond the Map: A Deep Drive into the USA’s Iconic Highways and Backroad Adventures. Speakers from the Arizona Office of Tourism, Visit California, Travel Oregon and the New York State Division of Tourism shared insights on the rising popularity of self-drive holidays, complete with tips, itinerary inspiration and local know-how.
Agents then hit the floor for a buzzing marketplace event, featuring over 20 US destination and product partners such as Colorado Tourism Office, Memphis Tourism and Universal Studios Hollywood.
Highlights included interactive booths, photo opps (including Harley Davidsons and classic cars), and plenty of road trip snacks.
On the Gold Coast, Brand USA’s Ambassador Panel – made up of 12 travel agents from Australia and New Zealand – joined the action, building stronger ties with partners and deepening their US product knowledge.
A road trip quiz rounded out each night, with prizes up for grabs thanks to partners like United Airlines and El Monte.
“Across all three cities, agents have brought incredible energy, curiosity and strong enthusiasm for U.S. road trip itineraries,” Brand USA Senior Director, Global Trade Development (APAC) Suzy Shepard said.
“The engagement we’ve seen throughout the week has reaffirmed Australian agents’ appetite for authentic, diverse and flexible travel experiences for their clients.
“We’ve loved the opportunity to connect directly with the trade and see their passion for selling the USA firsthand, and it has been especially exciting to be in Adelaide with our partner, United Airlines.
“With United’s direct flights from ADL to San Francisco taking off later this year, this event was a timely opportunity to build excitement and equip the trade ahead of this historic route launch.”
Echoing Shepard, United Airlines Regional Sales Manager for Australia, New Zealand and Tahiti, Tim Wallis the carrier had “thoroughly enjoyed engaging with so many agents”.
“Already, United offers more nonstop flights from Australia to Continental USA than any other airline, and in December, we will launch the first-ever nonstop flight connecting Adelaide to the US, cementing our commitment to expanding our network and building connectivity between the two countries.”
In June, Brand USA President and CEO Fred Dixon marked one year in the US top tourism role with the launch of a new global campaign that riffs on the song America the Beautiful as well as a new dedicated digital hub.
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