Brand USA has concluded its three-city Australian roadshow, The Great USA Road Trip – Australia, in partnership with United Airlines. The event reached more than 200 travel agents across Perth, Adelaide, and the Gold Coast, promoting U.S. self-drive holidays and upcoming travel opportunities.
Suzy Shepard, senior director of Global Trade Development (APAC) at Brand USA, said the turnout exceeded expectations.
“Agents across all three cities showed incredible enthusiasm for U.S. road trip itineraries. Their curiosity and passion reaffirm the strong appetite Australian travellers have for flexible, authentic, and diverse experiences,” she said. “Being in Adelaide with United Airlines ahead of their direct ADL–San Francisco launch made the event even more timely and exciting.”
Each event kicked off with a Beyond the Map panel, diving into iconic highways and backroad adventures across the U.S. Speakers from the Arizona Office of Tourism, Visit California, Travel Oregon, and New York State Division of Tourism shared insider tips, suggested multi-state itineraries, and highlighted the appeal of self-drive travel.
The evening then shifted into a lively marketplace. Agents connected one-on-one with more than 20 U.S. destinations and product partners, including Universal Studios Hollywood, Memphis Tourism, Visit Grapevine, and Discover Flagstaff. At the Brand USA booth, attendees explored new itineraries, accessed trade tools through the USA Discovery Program, and raided the ultimate road trip snack station.
Photo ops – from a Harley Davidson in Adelaide to a classic car on the Gold Coast – brought the open-road theme to life.
A standout moment on the Gold Coast was the arrival of Brand USA’s Ambassador Panel, with 12 retail agent ambassadors from across Australia and New Zealand taking part. Their presence added momentum and provided a valuable opportunity to deepen product knowledge.
To top it off, a pit-stop-style quiz injected fun and friendly competition, with major prizes awarded at each event. Prizes were supported by United Airlines, El Monte, and Arizona partners Visit Phoenix, Experience Scottsdale, and Discover Flagstaff.
Tim Wallis, regional sales manager for United Airlines (Australia, NZ, and Tahiti), said the airline was proud to support the roadshow.
“It was fantastic to connect with so many passionate agents in Perth, Adelaide and the Gold Coast,” he said. “United already offers more nonstop flights from Australia to the continental U.S. than any other airline, and from December, we’ll be the first to launch nonstop service between Adelaide and the U.S. We’re committed to strengthening connectivity and delivering a seamless customer experience.”
Major prize winners included:
Perth
Prize Package:
- Two return economy tickets with United Airlines to anywhere in the USA
- Five nights in an El Monte RV in the USA
- One night at the Grand Hyatt Scottsdale Resort in Arizona, with breakfast for two
- Rainbow Ryders hot air balloon flight for two passengers
- Cliff Creek Outfitters guided ebike tour for two
- Desert Botanical Garden tickets for two
Prize winner: Masey Knight, Flight Centre Cottesloe
Adelaide
Prize Package:
- Two return economy tickets with United Airlines to anywhere in the USA
- Five nights in an El Monte RV in the USA
- One night at the Grand Hyatt Scottsdale Resort in Arizona, with breakfast for two
- Cliff Creek Outfitters guided ebike tour for two
- Desert Botanical Garden tickets for two
- Two-night stay, two tickets to Lowell Observatory, the Museum of Northern Arizona and Arizona Snowbowl
Prize winner: Holly McMiken, Flight Centre
Gold Coast
Prize Package:
- Two return economy tickets with United Airlines to anywhere in the USA
- Five nights in an El Monte RV in the USA
- One night at the Grand Hyatt Scottsdale Resort in Arizona, with breakfast for two
- Cliff Creek Outfitters guided ebike tour for two
- Desert Botanical Garden tickets for two
- Two-night stay, two tickets to Lowell Observatory, the Museum of Northern Arizona, and Arizona Snowbowl
Prize winner: Alma Tartic, Select World Travel
Looking ahead, 2026 is shaping up to be a landmark year for travel to the USA, with a series of high-profile events set to capture global attention. From America250 – marking the 250th anniversary of U.S. independence, to the FIFA World Cup – hosted across 11 U.S. cities, and the Route 66 Centennial – celebrating 100 years of the USA’s most famous highway that stretches across eight states from Chicago, Illinois, to Santa Monica, California, there will be no shortage of reasons to explore the country. With so many milestone moments on the horizon, and growing interest in flexible, immersive itineraries, the USA is poised to be top of mind for Australians and New Zealanders looking to travel in the year ahead.
To discover more about the diversity of experiences available within the USA, and for more travel agent resources, please visit TravelTrade.VisitTheUSA.com.
The Roadshow, By The Numbers:
- Total number of agents in attendance: 200+
- Total number of destination & product partners: 20
- Total number of Visit Anaheim welcome cocktails served: 300
- Total number of road trip snacks served at the Brand USA snack bar: 7
