Brand USA aims to appoint 250 travel trade ambassadors by July 2026
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The company introduces global ambassador program in India to strengthen U.S. destination expertise, foster mentorship, and encourage knowledge sharing across the travel trade.
Brand USA is expanding its travel trade Ambassador Program in 2026, bringing the initiative to India for the first time as part of a major international rollout. The program will scale across Brand USA’s core markets with a goal of appointing 250 travel trade Ambassadors by July 4, 2026, in alignment with America250 – the United States’ 250th anniversary.
Malcolm Smith, Senior Vice President, Global Markets & Chief Trade and Product Development Officer at Brand USA, said, “Through the expanded Brand USA Global Ambassador Program, we’re investing in a network of highly engaged experts who can amplify U.S. 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 United States as part of our broader international strategy during America250.”
The program 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. Focused on strengthening U.S. destination expertise, fostering mentorship, and encouraging knowledge sharing across the travel trade, the pilot demonstrated strong industry impact and set the foundation for global expansion. Central to the program is a peer-to-peer approach, where agents share their knowledge and experiences within their own networks.
