Friday, June 27, 2025
As a part of an exciting initiative to highlight the huge potential of self-drive vacations in the United States of America, Brand USA, along with United Airlines, is bringing the “Great USA Road Trip” roadshow to Australia. The roadshow will cover three major cities: Perth, Adelaide, and the Gold Coast, with Perth being its inaugural stop on 29th July. The roadshow has been designed with the aim of educating and inspiring Australian travel agents about the diverse and scenic potential of self-drive vacations in the USA.
A Roadshow Like No Other
This three-city event invites travel advisors to immerse themselves in the unique experience of exploring the United States on the open road. The series of events, held in Perth, Adelaide, and the Gold Coast, will provide a deep dive into the world of self-drive holidays, bringing together destination experts, state tourism boards, and key travel partners. Participants will gain extensive insights into what makes a road trip across the USA truly unforgettable, all while enhancing their ability to promote these experiences to Australian travelers.
Brand USA’s Senior Director for Global Trade Development (APAC), Suzy Shepard, emphasized the importance of this initiative, noting that the roadshow aims to provide valuable knowledge to travel agents. “This roadshow series will bring together 20 US destination and product partners to help travel agents gain deeper destination knowledge,” said Shepard. “From coast to coast, there are countless ways to explore the country by car—whether through small towns, national parks, or vibrant cities along the way.”
Insights from Experts: ‘Beyond the Map’ Panel
A standout feature of the event will be the panel discussion titled “Beyond the Map.” This panel is set to offer participants a deeper understanding of the diverse experiences that make US road trips so enriching. Industry experts from prominent tourism offices, including the Arizona Office of Tourism, Visit California, Travel Oregon, and the New York State Division of Tourism, will share their insights into the culture, history, and landscapes that define the American road trip experience.
In a dynamic exchange, these experts will highlight the hidden gems of the USA, from scenic routes to lesser-known attractions, helping travel agents better understand the range of experiences they can offer their clients. These insights are intended to ensure that agents are well-equipped to sell self-drive holidays and offer customers a comprehensive view of the destinations that make the United States such a compelling road trip destination.
A Wide Array of Exhibitors & Engaging Activities
In addition to the educational sessions, the roadshow will feature a bustling open marketplace showcasing 20 exhibitors. These exhibitors represent a variety of iconic US destinations, including Los Angeles Tourism, the Colorado Tourism Office, Visit Seattle, and Sports Where I Am, among others. Travel agents will have the chance to interact with representatives from these destinations, learn about their offerings, and gather resources to better sell road trips across the USA.
The event will also feature a fun-themed quiz, with exciting prizes up for grabs. Moreover, United Airlines, a key sponsor of the event, will hold major giveaways at each location, further enhancing the excitement surrounding this tour.
“We look forward to meeting with travel agents in Perth, Adelaide, and the Gold Coast to share more about how customers can experience the best of America with United,” said Tim Wallis, United Airlines Regional Sales Manager for Australia, New Zealand, and Tahiti. “United continues to lead the airline industry in implementing new technologies to improve the customer experience and offers more nonstop flights from Australia to Continental USA than any other airline—the perfect way to start or end your Great USA Road Trip.”
Partnering with America250 for the USA’s 250th Anniversary
Another significant aspect of Brand USA’s involvement in the Great USA Road Trip is its partnership with America250, a global campaign aimed at celebrating the 250th anniversary of the United States in 2026. As an official supporting partner, Brand USA is taking the opportunity to promote the historical significance of this upcoming milestone. Through storytelling, travel itineraries, and destination marketing, Brand USA will encourage international travelers to explore America’s rich history and unique cultural heritage in the years leading up to the anniversary.
Fred Dixon, President and CEO of Brand USA, expressed pride in the partnership, stating, “Brand USA is proud to partner with America250 to showcase the significance of this historic celebration to the world. With our expertise in international marketing and storytelling, Brand USA is uniquely positioned to highlight the spirit and significance of America250 globally.”
Through this collaboration, Brand USA aims to inspire travelers to connect with the places, people, and events that have shaped the United States and invite them to be part of this historic celebration.
United Airlines: The Ideal Airline Partner
As part of the roadshow, United Airlines continues to be a pivotal partner in ensuring the success of these self-drive holidays. With its extensive network and numerous nonstop flights between Australia and the USA, United Airlines offers the ideal way for Australians to start their American road trip adventure. United Airlines has long been a leader in implementing technology to improve the overall customer experience, which further enhances the appeal of these road trips for Australian travelers.
Booking Information & Final Thoughts
Although this event is free, seats will be restricted, and we would encourage travel agents to register early as soon as possible to secure their registration. The Great USA Road Trip will offer an excellent opportunity for Australian travel agents to extend their expertise with USA destinations and self-drive holidays within the USA, as well as to network with a host of America’s leading tourism brands.
The roadshow is an important part of Brand USA’s efforts to increase tourism from Australia to America. By providing travel professionals with extensive knowledge and tools, the event will encourage more Australians to discover the USA by car, one of the most scenic and rewarding ways to see America. With United Airlines providing an unparalleled flight network and Brand USA promoting America’s best destinations, there has never been a more perfect time to book a road trip across America.
References: Brand USA Official Website, United Airlines Official Website, U.S. Travel Association
