Brand USA, in collaboration with United Airlines, has launched a groundbreaking initiative set to transform how Australians view travel to the United States. The ‘Great USA Road Trip’ roadshow, a three-city campaign across Perth, Adelaide, and the Gold Coast, is not just another industry event—it’s a strategic push to invigorate self-drive tourism in the U.S. by targeting one of its most promising outbound markets: Australia.
The campaign officially kicks off in Perth on July 29, marking the first leg of a journey that promises to reshape perceptions of U.S. travel. Through immersive educational experiences and high-profile networking opportunities, the roadshow aims to turn Australian travel agents into experts on American road trip itineraries—arming them with the tools and narratives needed to inspire clients to take the wheel and explore America, one scenic mile at a time.
Driving the American Dream: Educating Agents on Self-Drive Holidays
Unlike traditional travel expos that merely showcase destinations, the Great USA Road Trip roadshow dives into the core of American culture: road travel. For decades, the United States has been synonymous with cross-country drives, open highways, national parks, and the freedom of movement. Recognizing this unique appeal, Brand USA is harnessing this sentiment to craft a tailored experience for the Australian market.
Suzy Shepard, Brand USA’s Senior Director for Global Trade Development (APAC), emphasized the importance of destination expertise among agents. “This roadshow series will bring together 20 U.S. destination and product partners to help travel agents gain deeper destination knowledge,” she noted. From small towns in the Midwest to coastal drives in California and urban explorations in New York, the diversity of America’s landscape makes it ripe for curated self-drive journeys.
Attendees will be immersed in in-depth workshops, learning not only routes but also the stories, landmarks, and regional flavors that make each journey unique. From Route 66 nostalgia to hidden desert trails in Arizona, agents will be better positioned to create customized packages that resonate with the adventurous Australian traveler.
Beyond the Map: A Panel of Storytelling Experts
A major highlight of the roadshow is the “Beyond the Map” panel discussion. This curated session brings together destination marketing experts from premier U.S. tourism boards including:
- Arizona Office of Tourism
- Visit California
- Travel Oregon
- New York State Division of Tourism
Their role isn’t to sell destinations, but to contextualize travel—sharing the cultural, historical, and emotional narratives that make road trips across the U.S. so impactful. These thought leaders aim to equip agents with richer storytelling skills and a stronger emotional vocabulary to inspire their clients. As agents absorb perspectives on how America’s geography intertwines with its identity, they’ll be empowered to offer much more than just itineraries—they’ll be offering experiences that transform travel into memory-making.
Connecting the Industry: Exhibitors and Immersive Interactions
The roadshow’s vibrant marketplace is another pillar of engagement. With over 20 U.S. exhibitors, agents will get face-to-face access to major tourism authorities and niche destination specialists alike. Highlights include:
- Los Angeles Tourism
- Colorado Tourism Office
- Visit Seattle
- Sports Where I Am
Each booth offers unique materials, resources, and insider information tailored for the Australian market. It’s a high-energy environment that fosters direct dialogue and fosters partnerships.
Interactive quizzes with U.S.-themed trivia and exciting prize draws ensure engagement remains high. Additionally, United Airlines will headline with major giveaways, reinforcing their commitment to the travel trade and their dominant air route network between Australia and the United States.
Tim Wallis, United Airlines Regional Sales Manager for Australia, New Zealand, and Tahiti, expressed excitement over the collaboration: “We look forward to meeting with travel agents to share more about how customers can experience the best of America with United.”
United Airlines: Seamless Sky-to-Road Connectivity
As one of the roadshow’s key sponsors, United Airlines plays a crucial role in the success of the initiative. Offering more nonstop flights from Australia to Continental USA than any other airline, United provides an unparalleled gateway to American road trip starting points. From major hubs like Los Angeles, San Francisco, and Houston, travelers can seamlessly transition from international flights to domestic rental cars or regional flights.
United continues to lead the airline industry in technological innovation, enhancing the travel experience with tools that streamline check-in, baggage handling, and real-time itinerary updates. For Australians embarking on road trips, this level of efficiency is crucial—it ensures that the adventure begins the moment they step off the plane.
Their presence at the roadshow not only validates the initiative but also assures travel agents that the airline partner behind their clients’ U.S. experience is fully committed to reliability, service, and scope.
Tying into History: The America250 Partnership
In an inspired strategic move, Brand USA has partnered with America250, the national campaign to commemorate the United States’ 250th anniversary in 2026. This collaboration elevates the roadshow beyond tourism marketing—connecting it to the nation’s cultural narrative.
Fred Dixon, President and CEO of Brand USA, underscored the significance of this alignment. “Brand USA is proud to partner with America250 to showcase the importance of this historic celebration to the world,” he said. “We aim to inspire travelers to connect with the places, people, and events that have shaped the United States.”
Through dedicated storytelling campaigns and commemorative road trip itineraries, Brand USA hopes to channel the excitement of this historic milestone into travel momentum. It’s a strategy that leverages patriotism, nostalgia, and curiosity—urging travelers to rediscover America through the lens of its most defining stories.
Booking Access & What Comes Next
Although registration for the roadshow events is complimentary, space is limited, and demand is expected to be high. Travel agents interested in attending are encouraged to register early to ensure access to these enriching sessions. Each stop—Perth (July 29), Adelaide, and the Gold Coast—promises a localized experience with global insights.
Beyond the three-day spectacle, the long-term impact of the Great USA Road Trip roadshow will be seen in how Australian travelers begin to view the U.S.—not just as a destination of cities and theme parks, but as a living, breathing landscape best experienced with hands on the wheel and miles unfolding under their feet.
Brand USA’s forward-thinking approach, paired with United Airlines’ logistical strength, paints a promising picture for the future of U.S.-bound tourism from Australia. This roadshow isn’t just a marketing campaign—it’s the beginning of a cultural movement, one that invites Australians to explore, engage, and experience the United States in a truly American way: on the road.
Final Thoughts
In an increasingly competitive global travel market, the success of initiatives like the Great USA Road Trip roadshow lies in their authenticity, innovation, and emotional resonance. By uniting expert knowledge, strategic airline partnerships, and a narrative-rich celebration of American identity, Brand USA and United Airlines are setting a new benchmark for international travel engagement.
As the roadshow tours Australia, its impact will reverberate across both continents—spurring new itineraries, deepening agent knowledge, and, most importantly, rekindling a shared love for the open road. For travel agents, it’s more than just a professional opportunity; it’s an invitation to reimagine the way Australia sees America.
