With the centenary of Historic Route 66 fast approaching in 2026, Brand USA and the Arizona Office of Tourism are ensuring the travel trade is well equipped to sell one of America’s most iconic self-drive experiences.
Earlier this week, a select group of travel advisors and industry partners gathered at Fonda Mexican in Surry Hills for an intimate lunch hosted by Brand USA and the Arizona Office of Tourism.
Over margaritas and tacos, advisors took a deep dive into all things Route 66 with plenty of insider tips on where to stay, eat and visit along the way.
The event celebrated 100 years of the famed “Mother Road” that helped connect America’s east to west and became one of the world’s most enduring road trip icons.
A key takeaway for attending agents was Arizona’s central role in the Route 66 story.
Not only is the state considered the birthplace of the route as travellers know it today, it also boasts the longest remaining stretch of the original highway, making it an essential inclusion on any USA self-drive itinerary.
Guests were taken through Arizona’s rich Route 66 heritage, diverse visitor experiences and the growing opportunities for Australian agents to package and sell the destination as demand for immersive, self-drive holidays continues to rise.
More than just a road
Route 66 remains an arterial part of the United States’ historic and cultural fabric.
Originally created to open the country to the west, it went on to shape industries, communities and generations of travellers.
Nearly a century later, its appeal shows no signs of slowing down. For travel advisors, that enduring relevance presents a major opportunity.
With Route 66’s centenary set to draw global attention in 2026, the afternoon served as a timely reminder that understanding the route’s remarkable diversity, and Arizona’s starring role within it, has never been more important.
