New Delhi, September 17, 2026
As part of America’s 250th anniversary celebration, Brand USA has appointed 250 Global Travel Trade Ambassadors worldwide, including 15 from India. This has created a global network of travel advisors to inspire international visitation to the United States, strengthen destination expertise, and support travel trade engagement throughout the semiquincentennial celebration and beyond. Additionally, Brand USA India has partnered with Emirates as the preferred airline for the Global Ambassadors Program in India, enhancing this initiative by facilitating seamless connectivity to the US.
Through this partnership, Emirates will collaborate with Brand USA to support the development of this strong network of travel ambassadors across India while promoting travel to the United States on Emirates.
“Strong partnerships with the travel trade are fundamental to Brand USA’s success,” said Fred Dixon, president and CEO of Brand USA. “As we continue to grow international demand for the United States, the Global Ambassador Program recognizes top professionals who influence travel decisions every day. As one of Brand USA’s largest coordinated travel trade initiatives to date, the program reflects our long-term commitment to advisor education, industry collaboration, and building a stronger global network that benefits travelers, our destination partners, and communities across the United States.”
“The response to Brand USA’s Global Ambassador Program reflects the incredible enthusiasm travel advisors have to connect international travelers with the United States,” said Malcolm Smith, senior vice president, global markets & chief trade and product development officer at Brand USA. “The volume and quality of applications exceeded our expectations, and it was inspiring to see how many U.S. specialists are committed to growing their destination knowledge while helping elevate the industry around them. These 250 ambassadors represent a network of trusted professionals who will share best practices, mentor their peers, and strengthen confidence in selling the United States during America’s 250th anniversary and for many years to come.”
The Global Ambassador Program recognizes travel professionals who demonstrate a strong commitment to promoting travel to the United States and to creating opportunities for ongoing education, collaboration, and peer-to-peer engagement. The program underscores the value of empowering experienced travel advisors to share destination knowledge with their peers, creating a multiplier effect that extends well beyond individual bookings.
Sheema Vohra, Account Director- India, Brand USA, shared, “India continues to be one of Brand USA’s most dynamic and high-potential markets. The Global Ambassador Program is an exciting milestone in Brand USA’s efforts to deepen travel trade engagement worldwide. With 15 ambassadors representing India, we are creating a stronger network of U.S. destination advocates who will share their expertise, inspire confidence in selling the destination, and support sustained growth in visitation to the United States. The collaboration with Emirates as the preferred airline partner further paves the way for inspiring more travel to the USA in this highly significant year, the 250th anniversary of America’s Independence.”
Supporting Travel Trade Growth
The Global Ambassador Program equips the international travel trade with the knowledge, tools,and relationships needed to confidently sell the United States. Ambassadors will gain access to exclusive training alongside Brand USA’s suite of travel trade resources, including the Get Facts. Get Going. toolkit for the latest visa and entry information and the America the Beautiful platform, which provides destination inspiration, itineraries, and planning tools to help advisors confidently book and plan travel to the U.S. Together, these resources reinforce Brand USA’s commitment to strengthening engagement with the global travel trade and inspiring international travel to the United States.
