Next year will be a year of marquee events for the USA including its 250th anniversary, the 100th anniversary Route 66 and the 2026 Men’s FIFA World Cup. Accordingly, Brand USA is leaning in with a theme that acknowledges the diversity of the USA through the lens of sports culture. ‘Brand USA Presents America The Beautiful Game’ is designed to enhance agent knowledge through a range of activities.
Malcolm Smith, senior vice president, global markets and chief trade and product development officer at Brand USA, says the major events and celebrations are set to drive interest in travel from the New Zealand market.
‘New Zealand will be heading to the World Cup for the first time since 2010. We know that sport sells and New Zealanders will travel to support their teams. This was evident when The Warriers played in Las Vegas earlier this year, with visitation skyrocketing.
‘Outside of the games, fans will be looking for authentic ways to experience the USA and this is where we want to support advisors in planning holidays for their clients.’
At the expos, travel advisors will hear from destination partners via two interview sessions that will take place on the main stage.
A Brand USA ‘Fan Zone’ area will be a place for agents to take a seat on the sideline where they can see informative short videos while having classic game day food.
Agents will also be asked a series of questions that all need to be answered correctly to go into the major prize draw for a trip to the USA. Other prizes, including air tickets, accommodation and experiences, will be given away throughout the evening.
