Brand USA is extending its Global Ambassador Program to South-east Asia, marking the first rollout of the initiative in Singapore, Taiwan, Vietnam and the Philippines as part of a wider international expansion.
The programme builds on a pilot launched in Australia and New Zealand in 2025 and aims to appoint 250 travel trade ambassadors globally by July 4, 2026, in line with the US’s 250th anniversary. Applications for the South-east Asia cohort opened on April 13, 2026, with travel advisors invited to submit written or video entries.
The expansion comes amid continued demand from the region for longhaul and experiential travel, supported by air connectivity that includes more than 300 weekly direct flights to the US. Travel advisors remain a key channel in influencing destination choice and driving bookings, particularly for longhaul itineraries.
The programme is intended to strengthen destination knowledge among travel advisors and support engagement with the trade. It also responds to growing demand for multi-state itineraries and more complex travel planning involving the US.
Participants will have access to training, networking opportunities and industry events across the four markets, along with engagement with US destinations and partners. Selected ambassadors may also take part in familiarisation trips to the US.
The pilot programme in Australia and New Zealand involved 12 travel advisors and focused on peer-to-peer knowledge sharing and mentorship, forming the basis for the global rollout.
“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 and chief trade and product development officer at Brand USA. “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.”
