Brand USA Selects 250 Global Travel Ambassadors

Brand USA Expands Travel Trade Network for America’s 250th Anniversary

As the United States prepares to mark its 250th anniversary in 2026, Brand USA has selected 250 Global Travel Trade Ambassadors across key international markets to help inspire international travel to the country, strengthen destination expertise and support travel trade engagement during the anniversary celebrations and beyond.

The ambassadors represent markets across Europe, Asia-Pacific, Latin America, Mexico and other international regions. They were selected for their commitment to promoting travel to the United States, active participation in the USA Discovery Program, continued professional development and influence within their local travel trade communities.

Fred Dixon, President and CEO of Brand USA, said: “Strong partnerships with the travel trade are fundamental to Brand USA’s success. As we continue to grow international demand for the United States, the Global Ambassador Program recognises travel professionals who influence travel decisions every day. As one of Brand USA’s largest coordinated travel trade initiatives to date, the programme reflects our long-term commitment to advisor education, industry collaboration and building a stronger global network that benefits travellers, our destination partners and communities across the United States.”

Supporting Travel Trade Development

The USA Discovery Program, Brand USA’s official education and sales platform for travel advisors, forms the foundation of the Global Ambassador Program. It provides destination training, sales resources and professional development to help advisors expand their knowledge of destinations across the United States.

Malcolm Smith, Senior Vice President, Global Markets & Chief Trade and Product Development Officer at Brand USA, said: “The response to Brand USA’s Global Ambassador Program reflects the enthusiasm travel advisors have to connect international travellers with the United States. The volume and quality of applications exceeded our expectations, and it was encouraging to see how many U.S. specialists are committed to growing their destination knowledge while helping elevate the industry around them. These 250 ambassadors represent a network of trusted professionals who will share best practices, mentor their peers and strengthen confidence in selling the United States during America’s 250th anniversary and for many years to come.”

Resources for Travel Advisors

The Global Ambassador Program provides participating advisors with access to exclusive training and travel trade resources, including the Get Facts. Get Going. toolkit for visa and entry information, and the America the Beautiful platform, which offers destination inspiration, itineraries and travel planning tools.

Brand USA said the programme aims to strengthen engagement with the international travel trade while supporting long-term growth in inbound tourism to the United States.

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