Brand USA is rolling out its travel trade Ambassador Program worldwide for the first time, with a goal of recruiting 250 advisors across its core international markets by July 4, 2026 – timed to coincide with America250, the US bicentennial-plus celebration.
The expansion builds on a pilot launched in Australia and New Zealand in 2025, which brought together 12 travel advisors in the inaugural cohort. That program focused on deepening US destination knowledge, peer mentorship and knowledge-sharing across the trade – and its success has prompted Brand USA to take the model global.
Applications for the ANZ cohort open today (13 April), with advisors invited to apply via Brand USA’s Global Ambassador Application site using either a written or video submission outlining their passion for the USA and their contributions to the trade.
Malcolm Smith, SVP Global Markets and chief trade and product development officer at Brand USA, said the program was about investing in advisors who could influence their wider networks. “Travel advisors are one of the most powerful drivers of international visitation,” he said, “and their influence extends well beyond individual bookings.”
Selected ambassadors will gain access to industry events, VIP networking, social media masterclasses, themed webinars and dedicated sessions with Brand USA representatives. A highlight of the program is an educational famil across multiple US states.
Participants will also take on ambassador-led training and mentoring roles within their local trade communities.
The peer-to-peer model sits at the heart of the initiative – encouraging agents to share firsthand knowledge and experiences within their own networks rather than relying solely on top-down education.
