Brand USA, the destination marketing organization for the United States, has officially launched its Travel Trade Ambassador Program in the Benelux market. The initiative follows a successful pilot in Australia and New Zealand and forms part of a strategic international rollout.
The program aims to appoint 250 travel trade ambassadors worldwide by July 4, 2026, aligning with America250, the upcoming 250th anniversary of United States independence.
Strategic Peer-to-Peer Growth
The program emphasizes a peer-to-peer approach, encouraging selected experts to share their destination knowledge and experiences within their professional networks. Following the 2025 pilot—which saw 12 agents in Oceania focus on mentorship and knowledge sharing—the Benelux expansion represents a significant scaling of the initiative.
“Travel agents are a crucial engine behind international visitation, and their influence goes far beyond individual bookings,” said Malcolm Smith, Senior Vice President of Global Markets & Chief Trade and Product Development Officer at Brand USA. “The program brings the trade together, stimulates new USA specialists, and contributes to the sustainable growth of inbound tourism.”
Application Process
Applications for the Benelux cohort opened on April 14, 2026. Brand USA is looking to select 15 travel agents from the Netherlands and Belgium.
Requirements: Applicants must submit a written or video entry demonstrating their passion for U.S. travel and their contribution to the industry.
Target: A global network of 250 ambassadors by the 2026 milestone.
How to apply: Agents can submit their entries via the official Ambassador Application portal.
The initiative is designed to strengthen professional ties within the Benelux travel industry while equipping agents with deeper expertise in diverse U.S. destinations as the country prepares for its nationwide bicentennial celebrations.
