Brand USA Appoints 19 Asian Travel Ambassadors
Nineteen travel professionals from Singapore, Taiwan, the Philippines, and Vietnam will promote US travel products and enhance destination knowledge across their respective markets.
Brand USA's New Asian Ambassadors
Brand USA named 19 travel trade professionals as Global Travel Trade Ambassadors on 30 October 2026, according to TTG Asia. These appointments cover Singapore, Taiwan, the Philippines, and Vietnam, aiming to bolster destination understanding and drive sales of US travel offerings within these key Asian markets.
The new ambassadors join a broader global network of 250 individuals, established to support engagement with the travel trade and encourage international visits to the United States. This initiative coincides with the US's 250th anniversary year, with a focus on sustained tourism growth beyond this period.
Market Representation and Selection
The Philippines accounts for the largest share of the new appointments, with eight professionals selected. Taiwan follows with five ambassadors, while Vietnam has four, and Singapore contributes two. Among Singapore's representatives are Vivien Lee, Head of Partnerships and FIT at EU Holidays, and Tevin Ong, Assistant General Manager at Chan Brothers Travel.
Brand USA selected these ambassadors based on their proven track record in selling US travel products, their participation in the USA Discovery Program, their professional development, and their active involvement in local travel trade networks.
Ambassador Responsibilities and Resources
The appointed ambassadors will undertake various tasks to support US tourism. Their responsibilities include sharing destination information with fellow travel advisors, facilitating industry training sessions, and participating in trade initiatives specific to their markets.
The programme also encourages collaboration with airlines, other destinations, and various industry partners. The USA Discovery Program forms the core educational framework for this initiative, supplying destination insights, sales resources, and professional development opportunities. Ambassadors will also access further training and tools, such as the "Get Facts. Get Going." toolkit for visa and entry details, and the "America the Beautiful" platform for itinerary planning.
Implications for Asian Travel Sales
Suzy Shepard, Brand USA's Senior Director for Global Travel Trade Development (Asia-Pacific), stated the initiative aims to "elevate voices within the trade who can help translate destination knowledge into stronger, more confident US travel selling." For Asian travel agencies and tour operators, this programme provides direct access to enhanced resources and training, potentially leading to more competitive and informed US travel packages.
The increased local expertise in Singapore, Taiwan, the Philippines, and Vietnam is expected to directly influence consumer choices, driving up bookings for US destinations. Industry stakeholders should anticipate a push for more tailored US itineraries and promotions in these markets throughout 2027 as ambassadors begin their full engagement.
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