“We’re thrilled to have had such strong interest from the UK to participate in our Global Ambassador Program, the largest trade initiative launched by Brand USA, which represents the desire that British travellers have to discover the USA,” said Malcolm Smith, Senior Vice President, Global Markets & Chief Trade and Product Development Officer. of Brand USA. “As we continue to grow international demand for the United States, the Global Ambassador Program recognises top professionals who influence travel decisions every day.’
Over 100 applications for the U.K. & Ireland were submitted to Brand USA’s program since March 2026. The program was launched as part of Brand USA’s long-term commitment to advisor education, industry collaboration, and building a stronger global network that benefits travellers, destination partners, and communities across the United States.
Brand USA”s UK Global Ambassadors:
Audley Travel, Stacey Lockhart
Barrhead Travel, Darren Hughes
Bon Voyage Travel, Amanda Davies
Dream Travel by Kirsten limited, Kirsten Breadmore
Elegant Resorts, Shelley Cross
Not Just Travel, Emma Summerill
eShores, Mathew Woodward
Flight Centre, Chloe Martin
Freedom Destinations, Alice Morris
Gazelle Travel, Gordon Lawrence
Gold Medal, Josephine Lucht
Hays Travel, Michael Atkinson
Just Journey, Alistair Bell
MVP Travel, CJ Mortimer
Ocean Holidays, Ricky Cooper
Paramount Cruises, Leah Whitton
Rhythm and Routes, Lizzie Adamson-Brown
Scott’s Travel London Limited, Brodie Mae Iontton Le Bonn
The Awesome Adventure Co, Daniel Oates
The Internet Traveller, Rebecca Houstoun
Travel Counsellors, Allison Taylor
Travel Counsellors, Nicky Mellusco
Travel Solutions Belfast, Leah Adams
Travelpack, Emma McCarthy
The Holiday Village, Sarah Robson.
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.
United Airlines has been appointed the official airline sponsor of the program and will participate in the inaugural Ambassador Fam Trip due to take place in 2027.
“We are proud to support Brand USA’s Global Ambassador Program and its commitment to inspiring more international travel to the United States,” said Karolien De Hertogh, Director Sales UK and Ireland, United Airlines. “With up to 24 daily nonstop services between the UK and U.S., we are well placed to connect customers with the cities, regions and experiences that make America such a compelling destination.”
Supporting Travel Trade Growth
The USA Discovery Program – Brand USA’s official learning and sales platform for global travel advisors – serves as the foundation of the Global Ambassador Program by providing destination education, sales resources, and ongoing professional development to support advisor engagement and strengthen knowledge of the United States.
Tags: Malcolm Smith Brand USA
