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Brand USA has concluded a series of trade and media events in New Zealand and Australia, highlighting 2026 as a milestone year for travel to the United States.
The destination marketing organisation held events between February 18-27, engaging travel agents, buyers and media across Auckland, Christchurch and Sydney.
Australia and New Zealand remain key markets for inbound U.S. travel, delivering long-stay visitors who increasingly travel beyond traditional gateway cities. Brand USA says 2026 is shaping up as a landmark year, with major events including the FIFA World Cup, America250 and the Route 66 Centennial expected to drive global attention.
Australian visitation to the United States is forecast to rise 5 per cent in 2026 to more than one million visitors.
Senior vice president, public relations and chief communications officer Chris Heywood says engagement with trade and media in both markets is critical.
“2026 will be a landmark year for the United States, and travellers from Australia and New Zealand remain critical to our inbound growth. A once-in-a-generation line-up of global events, coupled with new attractions and luxury hotel openings, are fuelling fresh demand to explore the nation’s 50 states, five territories and the District of Columbia.
“By working closely with trade and media across both markets, we’re focused on converting that momentum into visitation and inspiring travellers to experience the full breadth of the United States.”
Brand USA hosted its America the Beautiful Game Expos in Auckland and Christchurch, connecting 37 U.S. exhibitors with more than 260 travel agents and media. The sports-themed format included press conference-style sessions to provide destination insights, with eight prize bundles awarded.
In Sydney, 57 buyers from 37 organisations met with 46 U.S. partners during Brand USA’s Australia B2B Day, completing a series of pre-scheduled marketplace meetings.
Senior director, global trade development (APAC) Suzy Shepard says the response from trade partners was strong.
“Our Australian and New Zealand trade partners brought remarkable energy and curiosity to our events. Their expertise is vital in guiding clients toward authentic, flexible and immersive U.S. itineraries that go beyond traditional gateway destinations.
“We were also thrilled to announce the expansion of the Brand USA Ambassador Panel in this market from 12 to 30 positions, as part of our global growth to 250 ambassadors.”
Brand USA also engaged with travel media at the TravMedia Summit and International Media Marketplace, participating in pre-scheduled one-on-one meetings with journalists, editors and broadcasters.
