Brand USA launches 250 Global Travel Ambassadors for U.S. 250th anniversary

Brand USA, the United States destination‑marketing organization, announced a Global Travel Trade Ambassador Program to support the country’s 250th anniversary in 2026. The initiative will appoint 250 travel advisors from key markets worldwide to receive destination training, networking opportunities and access to resources such as the USA Discovery Platform and America the Beautiful tools.

Among the first cohort are 30 advisors from Australia and New Zealand, including representatives from Flight Centre NZ, House of Travel, Helloworld, and other major agencies. The program also names Qantas as the exclusive airline partner for the ANZ region, providing additional support for U.S. travel promotion. Brand USA CEO Fred Dixon and senior executives Malcolm Smith and Suzy Shepard highlighted the effort as a major coordinated push to expand international demand for U.S. tourism.

The ambassadors will mentor peers, share best practices and help strengthen confidence in selling the United States throughout the next year and beyond.