Brand USA is inviting UK and Ireland agents to join its travel trade Ambassador Programme for the first time as the country prepares to celebrate 250 years of independence.
The initiative was first piloted in Australia and New Zealand in 2025, where it brought together 12 travel advisors to form the inaugural cohort of Brand USA Ambassadors. The destination marketing organisation for the US said ‘central to the programme is a peer-to-peer approach, where agents share their knowledge and experiences within their own networks.’
Ambassadors will gain access to a range of opportunities through Brand USA and its partners, including invitations to industry events, VIP networking access, and a structured training programme.
Brand USA Senior Vice-President, Global Markets & Chief Trade and Product Development Officer Malcolm Smith said: “Travel advisors are one of the most powerful drivers of international visitation, and their influence extends well beyond individual bookings.
“Through the expanded Brand USA Global Ambassador Programme, we’re investing in a network of highly engaged experts who can amplify US destination knowledge within their markets. As a platform designed to connect the travel trade and inspire new USA specialists, it strengthens engagement and supports sustained inbound growth to the US as part of our broader international strategy during America250.”
Agents can apply through the Global Ambassador Panel Application portal by submitting either a written or video entry outlining their passion for the US and their contributions to the travel trade.
