Brand USA, in collaboration with United Airlines, has concluded its dynamic three-city trade roadshow, The Great USA Road Trip – Australia, engaging more than 200 travel agents across Perth, Adelaide and the Gold Coast with immersive destination training and self-drive inspiration.
Agents connect with authentic USA experiences
Each city event kicked off with a themed panel discussion, “Beyond the Map: A Deep Dive into the USA’s Iconic Highways and Backroad Adventures”, featuring representatives from the Arizona Office of Tourism, Visit California, Travel Oregon and the New York State Division of Tourism. The sessions explored the rising popularity of self-drive holidays and the diversity of multi-state itineraries suited to a broad range of travellers.
Following the panels, agents took part in high-energy marketplace sessions, connecting with over 20 destination and product partners including Colorado Tourism Office, Memphis Tourism, Discover Flagstaff, Universal Studios Hollywood and Visit Grapevine. Brand USA’s booth offered new self-drive itineraries, tools from the USA Discovery Program, and a nostalgic snack station stocked with classic American road trip treats.
United Airlines highlights new route as momentum builds
In Adelaide, agents were briefed on the upcoming direct United Airlines flight connecting Adelaide to San Francisco, set to launch in December. This new service marks the first-ever nonstop link between South Australia and the U.S., further strengthening trade ties and expanding access for travellers.
Across all cities, the spirit of road tripping came to life through themed photo opportunities, including a Harley Davidson motorcycle in Adelaide and a classic car on the Gold Coast. Agents also had the chance to test their destination knowledge in a pit stop-themed quiz, with major prize packages awarded in each city, featuring flights, RV stays and experiences across Arizona.
Ambassador panel and future travel outlook
A highlight of the Gold Coast event was the presence of Brand USA’s Ambassador Panel, comprising 12 retail travel agents from Australia and New Zealand. Their participation provided additional momentum and offered valuable peer-to-peer insights to attendees.
Looking ahead to 2026, Brand USA spotlighted major events set to attract global interest, including America250, the FIFA World Cup across 11 U.S. cities, and the centennial of Route 66. With growing interest in flexible, immersive itineraries, the USA is positioned as a top contender for long-haul travel in the year ahead.
The winners
The event saw 3 lucky agents take home grand prizes, including flights and a road trip experience throughout the USA.
Perth
Masey Knight, Flight Centre Cottesloe won – Two return economy tickets with United Airlines to anywhere in the USA, Five nights in an El Monte RV in the USA, One night at the Grand Hyatt Scottsdale Resort in Arizona, with breakfast for two, Rainbow Ryders hot air balloon flight for two passengers, Cliff Creek Outfitters guided ebike tour for two and Desert Botanical Garden tickets for two.
Adelaide
Holly McMiken, Flight Centre won Two return economy tickets with United Airlines to anywhere in the USA, Five nights in an El Monte RV in the USA, One night at the Grand Hyatt Scottsdale Resort in Arizona, with breakfast for two, Cliff Creek Outfitters guided ebike tour for two, Desert Botanical Garden tickets for two, Two-night stay, two tickets to Lowell Observatory, the Museum of Northern Arizona and Arizona Snowbowl.
Gold Coast
Alma Tartic, Select World Travel won Two return economy tickets with United Airlines to anywhere in the USA, Five nights in an El Monte RV in the USA, One night at the Grand Hyatt Scottsdale Resort in Arizona, with breakfast for two, Cliff Creek Outfitters guided ebike tour for two, Desert Botanical Garden tickets for two, Two-night stay, two tickets to Lowell Observatory, the Museum of Northern Arizona and Arizona Snowbowl.
