Brand USA Names Irish Travel Trade Ambassadors for America’s 250th Anniversary

Brand USA has announced the selection of seven Irish Travel Trade Ambassadors as part of its largest global trade initiative to date, launched to coincide with the United States' 250th anniversary. 

“The worldwide network of 250 travel advisors has been appointed to continue to inspire international visitation to the USA and equip the international trade with the knowledge, tools and relationships needed to confidently sell the United States. Ireland remains a hugely important market for US visitation and our Global Ambassador Program recognises top professionals who influence travel decisions every day,” said Malcolm Smith, Senior Vice President, Global Markets & Chief Trade and Product Development Officer of Brand USA.

Malcolm Smith

Since March 2026, Brand USA has received over 100 applications from Ireland and the U.K. for its program. Brand USA launched the program as part of its 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 Irish Global Ambassadors:

1. American Holidays, Diane Williams

2. Best4Travel, Elaine Massey

3. Classic Resorts, Karen Whyte

4. Click&Go Holidays, Dawn Nolan

5. Hearts in the Wild, Martina Dolan

6. Travel Counsellors Ireland, Sharon Tiernan-Murphy

7. Tour America, Alana Monahan

Ambassadors will gain access to exclusive training alongside Brand USA’s suite of travel trade resources, including 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 program's official airline sponsor and will participate in the inaugural Ambassador Fam Trip, scheduled for 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 7 daily nonstop services between Ireland and the 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, underpins 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.

For more information and U.S. travel trade resources, visit VisitTheUSA.com/Travel-Trade.