Brand USA is revving up for its next big event Down Under, with registrations now open for The Great USA Road Trip – Australia, in partnership with United Airlines.
Set to hit Perth (29 July), Adelaide (30 July) and the Gold Coast (31 July), this three-city roadshow invites travel agents to explore the wide, open road – American-style.
The event aims to boost knowledge around USA self-drive holidays, with insights from state tourism boards, destination experts and travel partners.
“This roadshow series will bring together 20 US destination and product partners to help travel agents gain deeper destination knowledge, while giving them practical tools to sell self-drive holidays across the USA,” Brand USA Senior Director, Global Trade Development (APAC) Suzy Shepard said.
“From coast to coast, there are countless ways to explore the country by car – discovering the small towns, national parks, and vibrant cities along the way.
“The panel discussion, ‘Beyond the Map’, will offer valuable insights into the depth and variety of experiences that make road tripping across the USA so rewarding”.
A key highlight will be Beyond the Map, a panel hosted by Brand USA, in which speakers from the Arizona Office of Tourism, Visit California, Travel Oregon and the New York State Division of Tourism will dive into the culture, history and landscapes that make US road trips unforgettable.
Brand USA says travel advisors can expect a lively open marketplace featuring 20 exhibitors, including Los Angeles Tourism, Colorado Tourism Office, Visit Seattle and Sports Where I Am.
There’s also a themed quiz (with prizes), plus a major giveaway at each event, thanks to United Airlines.
“We look forward to meeting with travel agents in Perth, Adelaide and the Gold Coast to share more about how customers can experience the best of America with United,” United Airlines Regional Sales Manager for Australia, New Zealand and Tahiti, Tim Wallis said.
“United continues to lead the airline industry on implementing new technologies to improve the customer experience and offers more nonstop flights from Australia to Continental USA than any other airline – the perfect way to start or end your Great USA Road Trip”.
Spaces are free but limited, so agents are urged to register early. For links and more information, visit TravelTrade.VisitTheUSA.com.
Towards 250th
Meanwhile, Brand USA has teamed up with America250 to encourage international travellers to dive into the USA’s history ahead of its 250th anniversary in 2026.
As an official supporting partner, Brand USA will promote the milestone globally through storytelling, travel itineraries and destination marketing.
“Brand USA is proud to partner with America250 to showcase the significance of this historic celebration to the world,” Brand USA President and CEO Fred Dixon said.
“With our expertise in international marketing and storytelling, Brand USA is uniquely positioned to highlight the spirit and significance of America250 globally.
“Through this partnership, we’ll inspire travellers to connect with the places, people, and moments that define our nation—and invite them to be part of this historic milestone.”
More info and travel tools can be found at AmericaTheBeautiful.com/America-250.
Earlier this month, Brand USA announced the launch of a new global campaign that riffs on the song, America the Beautiful, and a new dedicated digital hub at IPW25, the U.S. Travel Association’s leading travel tradeshow.
