Brand USA extends ambassador programme to UK and Ireland agents

Brand USA is inviting British and Irish agents to join its Ambassador Programme as part of an expansion of the global travel trade initiative.

The destination marketing organisation for the US said it aims to appoint 250 travel trade ambassadors by July 4, 2026, to coincide with America250 – a celebration marking the 250th anniversary of the US.

The programme was successfully piloted last year in Australia and New Zealand in 2025, with 12 travel advisors forming the inaugural cohort of Brand USA Ambassadors.

Agents from the UK and Ireland 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.

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Malcolm Smith, senior vice-president and global markets and chief trade and product development officer at Brand USA, 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 US specialists, it strengthens engagement and supports sustained inbound growth to the US as part of our broader international strategy during America250.”

Central to the programme 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.

Ambassadors also gain access to a range of opportunities through Brand USA and its partners, including invitations to industry events, VIP networking and a structured training programme.

Participants will also be recognised across industry channels, “reinforcing their role as trusted voices”, added Brand USA.