Brand USA has brought together the Australian travel trade for its America the Beckoning event, highlighting key opportunities for advisors ahead of a busy period for travel to the United States.
Held at Universal Sydney Super Club on 4 August, the event featured destination updates, industry discussions and networking, while also welcoming the 2026 Brand USA Ambassador Program participants from Australia and New Zealand.
Industry updates focus on future travel growth
Qantas, the exclusive airline partner for the Brand USA Ambassador Program in Australia and New Zealand, provided an update on its expanding US network, including the launch of Sydney–Las Vegas services later this year and future Project Sunrise flights.
The evening also included a panel discussion moderated by Brand USA Senior Director, Global Trade Development (APAC), Suzy Shepard, with representatives from destinations including Colorado Tourism, Destination DC, Hawaiʻi Tourism Oceania, Los Angeles Tourism, Travel Texas and Visit California, alongside industry guests Julie Jones, Alex Brennan and Louise Terry.
Advisors encouraged to target emerging travel segments
The discussion centred on three key growth opportunities for travel advisors: sports tourism, accessible travel and LGBTQ+ travel, highlighting the breadth of experiences available across the United States.
Brand USA also showcased new trade resources, including its recently launched Get Facts. Get Going. information hub and the Mobile Passport Control (MPC) program, which allows eligible travellers to streamline their arrival into the United States. Reflecting the organisation’s commitment to accessibility, the event also featured Auslan interpretation throughout the panel discussion.
The evening concluded with entertainment from drag queen MC Champagne, who hosted the event and closed proceedings with a live performance.
