New global trade initiative coincides with America250 and aims to appoint 250 travel advisors worldwide by July 4, 2026
Brand USA, the destination marketing organization for the United States, 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. Building on proven success, 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.
Applications for the India cohort open on April 27, 2026, with travel advisors invited to apply via https://ambassador-application-five.vercel.app/ by submitting either a written or video entry outlining their passion for the USA and their contributions to the travel trade.
“Travel advisors are one of the most powerful drivers of international visitation, and their influence extends well beyond individual bookings,” said Malcolm Smith, Senior Vice President, Global Markets & Chief Trade and Product Development Officer at Brand USA. “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 – creating a more connected and informed travel trade community.
A platform for industry change-makers
Positioned as a platform for engaged travel advisors, the program is designed for individuals who are passionate about the USA and eager to deepen their expertise, share knowledge, and play a more active role in industry conversations.
With education at its core, ambassadors 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 program featuring:
Benefits for India Ambassadors
Official recognition as a Brand USA Ambassador for India for a one-year tenure, supported by a press release across leading travel trade media, along with a certified badge for use across the Ambassador’s official platforms. Invitation to a kick-off event in India to onboard Ambassadors. A curated welcome kit featuring exclusive branded merchandise with the Ambassador emblem.
Participants will also be recognized across industry channels, reinforcing their role as trusted voices within the travel advisor community. A key highlight would be a chance to participate in an exclusive fam trip to the USA.
For more information about USA travel resources, visit VisitTheUSA.com/Travel-Trade
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