Brand USA has announced the launch of The Great USA Road Trip – Australia, in Partnership with United Airlines, a dynamic new trade initiative designed to connect Australian travel advisors with the excitement and diversity of self-drive adventures across the United States.
Running from 29 to 31 July 2025, the three-city roadshow will roll into Perth, Adelaide and the Gold Coast, offering local travel agents the opportunity to discover the latest U.S. Road trip itineraries, products and insider tips—just in time to capitalise on surging interest in immersive, multi-destination travel.
Road tripping through the heart of America
Timed to coincide with the lead-up to the 100th anniversary of Route 66 in 2026, the program shines a spotlight on America’s most iconic drive. Stretching 3,940 kilometres from Chicago, Illinois to Santa Monica, California, the historic Route 66 is synonymous with Americana and continues to attract travellers seeking open-road adventure and nostalgic charm.
But the roadshow’s scope goes far beyond Route 66, with Brand USA and its partners showcasing a wide range of scenic highways, national parks, coastal drives and lesser-known backroads that capture the spirit of the American road trip.
Suited to the Australian travel mindset
Brand USA’s Senior Director of Global Trade Development (APAC), Suzy Shepard, said the event responds to Australia’s growing appetite for independent, self-paced holidays.
“As Australians seek more immersive and independent travel experiences, this is a great opportunity to introduce this celebrated global event to the Australian market,” Shepard said.
“The Great USA Road Trip – Australia will be a journey into the heart of U.S. road trips, crafted to inspire and empower agents to sell self-drive adventures with confidence.”
According to Brand USA’s August 2024 Market Intelligence Survey, 47% of Australians considering a trip to the USA said they were likely to take a road trip, and 69% indicated they wanted to visit two or more cities—further underlining the relevance of the road trip concept.
United Airlines on board
As the program’s airline partner, United Airlines brings significant reach and access to the table. “United offers more nonstop flights from Australia to the Continental USA than any other airline,” said Tim Wallis, Regional Sales Manager for Australia, New Zealand and Tahiti at United Airlines.
“Once in the U.S., customers can connect to over 200 destinations on United’s network, providing travellers with the opportunity to see and experience more of America.”
United’s support of the roadshow includes showcasing iconic routes that begin in its hub cities, including Chicago, the eastern anchor of Route 66.
What agents can expect
Each city event will feature interactive experiences, training sessions, and face-to-face networking opportunities with U.S. destination representatives and travel brands. These sessions will give agents actionable insights and resources to better package and sell self-drive itineraries, which continue to grow in popularity among Australian travellers.
Event details
- Perth – 29 July 2025
- Adelaide – 30 July 2025
- Gold Coast – 31 July 2025
Free registration opens in June 2025 and spaces are limited. Travel advisors are encouraged to save the date and sign up early.
