Building on proven success, the program will scale across Brand USA’s core markets with a goal of appointing 250 travel trade Ambassadors by July 4, 2026, in alignment with America250 – the United States’ 250th anniversary. 

Applications for the India cohort open on April 27, 2026, with travel advisors invited to apply via  https://ambassador-application-five.vercel.app/ by submitting either a written or video entry outlining their passion for the USA and their contributions to the travel trade.  

“Travel advisors are one of the most powerful drivers of international visitation, and their influence extends well beyond individual bookings,” said Malcolm Smith, Senior Vice President, Global Markets & Chief Trade and Product Development Officer at Brand USA. “Through the expanded Brand USA Global Ambassador Program, we’re investing in a network of highly engaged experts who can amplify U.S. destination knowledge within their markets. As a platform designed to connect the travel trade and inspire new USA specialists, it strengthens engagement and supports sustained inbound growth to the United States as part of our broader international strategy during America250.” 

The program was first piloted in Australia and New Zealand in 2025, where it brought together 12 travel advisors to form the inaugural cohort of Brand USA Ambassadors. Focused on strengthening U.S. destination expertise, fostering mentorship, and encouraging knowledge sharing across the travel trade, the pilot demonstrated strong industry impact and set the foundation for global expansion. Central to the program is a peer-to-peer approach, where agents share their knowledge and experiences within their own networks – creating a more connected and informed travel trade community.  

A platform for industry change-makers

Positioned as a platform for engaged travel advisors, the program is designed for individuals who are passionate about the USA and eager to deepen their expertise, share knowledge, and play a more active role in industry conversations. 

With education at its core, ambassadors gain access to a range of opportunities through Brand USA and its partners, including invitations to industry events, VIP networking access, and a structured training program featuring: 

Benefits for India Ambassadors 

Official recognition as a Brand USA Ambassador for India for a one-year tenure, supported by a press release across leading travel trade media, along with a certified badge for use across the Ambassador’s official platforms. Invitation to a kick-off event in India to onboard Ambassadors. A curated welcome kit featuring exclusive branded merchandise with the Ambassador emblem. 

Participants will also be recognised across industry channels, reinforcing their role as trusted voices within the travel advisor community. A key highlight would be a chance to participate in an exclusive fam trip to the USA. 

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This strategic partnership marks Meet Boston’s formal entry into India and underscores the destination’s growing focus on the rapidly expanding Indian outbound travel market.

Through this partnership, Sartha Global Marketing will spearhead Meet Boston’s engagement in India through public relations, travel trade, and marketing efforts. The goal is to position Boston as an attractive, year-round U.S. destination for Indian travellers by increasing destination visibility and building relationships with the travel industry and media.

In 2024, Boston welcomed approximately 106,000 visitors from India, making it the third-largest overseas visitor market, after the UK and China. These visitors injected $165M USD into Boston’s visitor economy. Indian visitors and the Indian diaspora in Boston constitute a growing community with year-round travel interest, highlighting India as a key market. Now, with dedicated local representation, there is significant potential to build on these arrival figures and attract more visitors from the country.

Boston offers a diverse mix of American history, vibrant culture, a thriving academic scene, world-class cuisine, outdoor attractions, family-friendly activities, and more for the ideal East Coast getaway. It is also home to a strong sports culture, and the city will be hosting seven matches during the upcoming FIFA World Cup 2026.

“India is a growing market for Greater Boston, and we are delighted to partner with Sartha Global Marketing to elevate the destination’s positioning in the Indian market,” said Martha Sheridan, President and CEO of Meet Boston. “Having travelled to India for recent media and trade missions, we’ve seen the tremendous interest and opportunity in the market. We are confident that we have found the ideal partner in Sartha; a group that is passionate about storytelling and sharing all that makes our destination such a special place to visit.”

“India represents one of the most dynamic and high-growth international in-bound leisure markets for Boston,” added Nik Pereira, SVP of Sales and Services, Meet Boston. “This partnership with Sartha Global Marketing is an important step in strengthening our presence on the ground. With increasing connectivity, a strong cultural and educational connection, we see tremendous opportunity to welcome more Indian travelers to experience all that Greater Boston has to offer.”

Speaking about the new partnership, Sunil Puri, Joint-Managing Director of Sartha Global Marketing, added, “We are excited to represent Meet Boston in India. Boston’s mix of history, culture, outdoor activities, a lively food scene, and passion for sports strongly resonates with Indian visitors. We are confident that our efforts will increase awareness and encourage more Indians to visit this beautiful city.”

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Strengthening its efforts to tap into the growing appetite for international travel across tier-2 cities, the workshop series is designed to offer travel trade partners deeper insights into South Africa’s diverse tourism experiences from cultural routes and adventure offerings to emerging regions beyond well-known favourites like Cape Town and Johannesburg. With rising demand from non-metro travellers seeking curated and immersive journeys, these workshops play a pivotal role in equipping partners with the knowledge and tools to craft personalised itineraries.

Through this multi-city initiative, South African Tourism seeks to deepen engagement with the travel trade community, address market-specific challenges, and strengthen partner readiness to capitalise on the growing demand for South Africa as a preferred leisure and MICE destination. India continues to be a vital source market for South African Tourism. Lucknow is playing an increasingly important role, supported by a strong base of legacy businesses, emerging entrepreneurs, and a growing segment of outbound leisure travellers. Travellers from Lucknow are demonstrating a rising interest in immersive, experience-led holidays that blend culture, heritage, wildlife, scenic landscapes, and soft adventure, along with premium leisure and incentive-led travel.

The workshop equips travel partners with deeper destination knowledge and practical insights to curate tailored itineraries that align with Lucknow’s evolving travel aspirations, further strengthening South Africa’s positioning as an attractive destination for both leisure and MICE travel.

Commenting on the successful event in Lucknow, Gcobani Mancotywa, Regional General Manager for Asia, Australasia, and the Middle East, South African Tourism, stated, “Travellers from Lucknow, including families, professionals, and affluent leisure seekers, are increasingly drawn to meaningful, experience-rich holidays that combine wildlife, nature, heritage, cuisine, and relaxed luxury, preferences that strongly align with South Africa’s diverse offerings.

To cater to this demand, we are strengthening collaboration with travel agents in key markets like Lucknow through enhanced destination knowledge and itinerary planning support. Our engagement with the city’s travel trade community has been highly encouraging and is expected to drive greater interest in exploring South Africa beyond traditional entry points, reinforcing its appeal as a leading leisure and MICE destination.”

South Africa continues to gain traction amongst the Indian audience, supported by a favourable exchange rate where 1 South African Rand equals approximately 5.21 Indian Rupees making long-haul travel more accessible and appealing.

The 11th edition of ‘Learn South Africa’ in Lucknow marks a key milestone in South African Tourism’s continued endeavour to strengthen its partnerships with India’s travel trade professionals. In line with the board’s strategic vision to position South Africa as a versatile and high-value destination, the Rainbow Nation continues to deepen its engagement in tier-2 cities, recognising their increasing influence in India’s outbound travel landscape.

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This strategic partnership marks Visit Seattle’s formal entry into India and underscores the destination’s growing focus on the rapidly expanding Indian outbound travel market.

Through this collaboration, Sartha Global Marketing will lead Visit Seattle’s trade engagement, public relations, and marketing initiatives in India. The mandate includes positioning Seattle as a compelling, year-round US West Coast destination for Indian travelers by building destination awareness and cultivating relationships with the travel trade and media. 

Seattle is famously known as the Emerald City for its spectacular natural surroundings, sparkling waterfronts, and as a gateway to iconic national and state parks. The city offers a diverse mix of outdoor adventures, family-friendly attractions, a thriving arts and culture scene, world-class food and drink, and a lifestyle rooted in creativity and innovation. Seattle is also home to a passionate sports culture and will be one of the host cities for the 2026 FIFA World Cup, further elevating its global appeal.

In 2024, Seattle welcomed 74,700 visitors from India, solidifying its position as the city’s third-largest international market, up from sixth in 2019. This significant growth underscores Seattle’s growing relevance and appeal across South Asia, and with dedicated on-the-ground representation, the potential for continued expansion is even stronger.

Commenting on Visit Seattle’s foray into India, Tammy Canavan, President & CEO of Visit Seattle, said, “India represents an exciting and high-potential market for us, and we are pleased to partner with Sartha Global Marketing to introduce the best of Seattle to travellers across the region. Indian travellers are increasingly seeking destinations that offer authentic experiences, vibrant culture, and access to nature, all qualities Seattle delivers in abundance. We look forward to welcoming more visitors from India in the near future.”

Speaking on the new association, Sheema Vohra, Managing Director of Sartha Global Marketing, added, “We are delighted to represent Visit Seattle in the Indian market. Known for its compelling mix of stunning natural beauty, outdoor adventures, a thriving culinary scene, and authentic cultural richness, we are confident that the city will strongly resonate with the evolving preferences of Indian travelers. We look forward to working closely with the travel trade and media to build meaningful awareness and inspire more Indians to discover Seattle.”

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The event welcomed over 25 corporate leaders and provided a unique opportunity to exchange ideas and explore new avenues for collaboration.

As the fourth and final city in the four-city series, Kolkata marked the conclusion of this initiative aimed at strengthening connections between South African Tourism and India’s corporate sector. Through thought-provoking discussions, immersive destination showcases, and interactive networking sessions, the ‘Corporate Think Tank’ served as a strategic platform to spotlight South Africa’s growing appeal as a premier destination for business events, MICE, and leisure travel.

Kolkata has emerged as a strategic focus market for South African Tourism, driven by its strong presence across sectors such as IT, BFSI, manufacturing, trading, and education, along with a steadily expanding base of corporate and young professional travellers. With growing outbound travel aspirations and an increasing appetite for incentive travel, conferences, and immersive leisure experiences, South African Tourism is strategically positioning Kolkata as a high-potential source market for both MICE and leisure travel to South Africa.

“The Corporate Think Tank serves as a strategic platform for us to engage directly with India’s corporate leaders and gain deeper insights into their evolving travel priorities,” said Gcobani Mancotywa, Regional General Manager – Asia, Australia, and Middle East, South African Tourism. “We are pleased to bring this initiative to Kolkata, a city with a strong legacy as a commercial hub, supported by sectors such as IT, BFSI, manufacturing, trading, and emerging service-led enterprises.

The discussions in Kolkata have been both insightful and future-focused, reaffirming the city’s growing relevance as a source market for South Africa’s MICE segment. As India continues to be among our fastest-growing markets, we remain committed to strengthening corporate partnerships and welcoming a greater number of business events and incentive groups from Kolkata to South Africa.”

With 47% of India’s population currently aged 15 to 54, MICE is projected to rise to 60% by 2025 and 56% by 2050 corporate spending on overseas events, expanding infrastructure, and enhanced global connectivity are set to propel India into a global MICE powerhouse, positioning South Africa as a natural and compelling partner in this upward journey. This growth is fueled by India’s booming outbound travel market, the world’s second fastest growing after China, driven by a youthful and educated population, a rising middle class, and increasing disposable incomes.

South Africa has emerged as a leading destination for MICE travel from India, with its diversity of offerings ranging from over 3,000 adventure activities and iconic wildlife safaris to scenic road trips and awe-inspiring natural beauty all of which can be experienced within a week. The Rainbow Nation’s ability to deliver rewarding, cost-effective, and value-driven experiences has made it a top choice for Indian corporates seeking memorable incentive getaways, with SAT consistently building a strong reputation as a trusted partner in this space. 

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Year-round, majestic vistas and evergreen forests present numerous possibilities for capturing stunning imagery. The diversity of the landscapes that can be captured here is unlike anywhere else on earth – the photo opportunities are endless.

In summer, take advantage of the long days and warm, golden light. As summer turns to autumn, the crowds disappear leaving open countryside with clear crisp blue skies.

Snow-capped mountains, misty landscapes, and flowing waterfalls are the hallmarks of winter. In spring the return of warmer weather brings a stunning display of wildflowers mixed with frolicking wildlife.

Here are some great tips for photography in New Zealand through their majestic seasons:

Capture the warmth of the pleasant summer breeze during Spring (September – November):

Spring is one of the perfect seasons to click images that carry a pleasant summer breeze. Spring in New Zealand is a great time for photography, and there are a number of different interesting subjects to point your camera at. Photos of New Zealand in spring will often feature the lupin – a beautiful blue/purple flower abundant in many of national parks.

New Zealand has around 200 species of fern, the fern ‘koru’ is often photographed – this is the tightly rolled spiral shape of new fronds or leaves. Another popular subject amongst photographers visiting in spring is the Aurora Australis, or Southern Lights. The phenomenon is visible quite often in winter and spring, and with the temperatures rising, spring is a more pleasant time to stand outdoors with your camera late at night.

Photograph sunshine and playful wildlife during Summer (December – February):

Summer in New Zealand sees the Fiordland crested penguin returning to Milford Sound on the South Island’s lower West Coast. New Zealand fur seals and several species of dolphin can also be spotted there at this time of year, so it is recommended to grab your camera and test out your eye for a wildlife snap in Fiordland National Park.

The great thing about photography in a setting as beautiful as Milford Sound is that if the wildlife isn’t playing ball, or you can’t get close enough, the sheer cliffs of granite, plunging into the dark depths of the sound make for some incredible and equally rewarding captures.

In picturesque Queenstown, keep an eye out for the warm light of the long days in the Wakatipu Basin, sunsets there are often amongst the most impressive on the planet. For those who like their subjects a little more adventurous, why not go find the rope swing at Lake Hayes, or ‘Little Thailand’ on Lake Wakatipu, and snap people throwing themselves bravely into the refreshing waters of the lakes around the Queenstown area.

Frame the auburn leaves captured during Autumn (March-May):

Autumn in New Zealand is a beautiful time of year to capture some beautiful tones of red and yellow. The deciduous trees turn from green to red, orange, and yellow, and the ground is blanketed in different shades of autumn leaves.

The small gold mining settlement of Arrowtown, in the Wakatipu Basin near Queenstown, is arguably the best spot in the country to capture the changes in the autumn season. Beautiful, traditional wooden storefronts characterise the main street of Arrowtown, alongside the majestic poplars shedding their spring and summer leaves as the temperatures fall.    

Capture the snow paradise during winter (June – August):

Crisp, clear blue skies, snow-capped hills as far as the eye can see, and icy blue lakes describe winters here. New Zealand’s North Island is characterised by its geothermal activity, and its famous volcanoes include Mt Taranaki, Mt Ruapehu, Mt Ngauruhoe, and Mt Tongariro. They are mighty impressive in the winter, and when blanketed with fresh snowfall there are few mountains in the world that look more impressive.

A visit to the Chateau Tongariro in the UNESCO World Heritage site of Tongariro National Park gives an opportunity to photograph the unique architecture of the Chateau, with the backdrop of snow-covered volcanoes, and we don’t think there’s anything quite like it anywhere else on Earth.

With New Zealand’s borders being opened to all, it’s time to visit New Zealand and discover the photographer in you.

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World – class wellness resorts in Qatar put the destination on the global wellness map.

One in three holidaymakers plan to take part in wellness activities on holiday*, so as travellers start planning and booking getaways, Qatar National Tourism Council (QNTC) announces the opening of world-class spa and wellness properties.

Qatar is an idyllic destination for a relaxing getaway, offering sun, sea and sand as well as world-class wellness resorts and facilities. The country is busy preparing to welcome visitors back with 117 properties under construction and a number of measures implemented to reassure and protect travellers against Covid-19.

Chief Operating Officer of Qatar National Tourism Council, Berthold Trenkel, said: “Qatar is well-placed to meet the increasing demand for wellness getaways. Our destination offers outstanding resorts for tourists seeking rest and relaxation or outdoor activity, with an abundance of water sports, desert pursuits and mindful sanctuaries available. Qatar is recognised as home to some of the world’s leading wellness facilities – it’s important that we meet the growing demand for wellness breaks and our guest experiences showcase the very best in Middle Eastern hospitality.”

For example the new Zulal Wellness Resort by Chiva-Som offers a unique sustainable resort in Al Ruwais. The resort is set to be the largest wellness destination in the country and the first wellbeing resort in the region. The resort, located in the north of Qatar, will offer treatments and facilities for sun-seeking families or couples looking to escape to the Arabian dunes.

Earlier this year was the much-anticipated opening of the new Hilton Salwa Beach Resort & Villas. With no expense spared, the resort is set across 3.5km of picturesque private beaches and features beautiful and spacious beach villas, each with private pools and gardens for a luxurious yet secluded getaway. The resort also has the largest theme and water park in Qatar and a new luxury destination spa that offers unique, personalised, world-class experiences that showcase the warmth of Qatar’s hospitality.

Spa Manager of Hilton Salwa Beach Resort & Villas, Adele Osborne said: “Our goal at eforea SPA is to assist guests in maintaining a healthy lifestyle and guide them on a wellbeing journey that is sustainable in their everyday lives. We work on bespoke wellness routines, encompassing practices for a balanced mind, body, and spirit. With 13 treatment rooms, two VIP suites, a traditional Turkish hammam and superb thermal suite facilities, we hope our guests feel thoroughly rested and rejuvenated after a visit.”

Other must-visit signature wellness resorts in Qatar include Al Messila, Banana Island Resort, Sharq Village & Spa and Marsa Malaz Kempinski. Top retreats and wellness resorts in Qatar include:

Zulal Wellness Resort by Chiva-Som – a pioneering destination already accoladed as the “World’s Best New Wellness Retreat 2020” by World’s Spa Awards UK. Spread across 280,000 sqm of secluded coastal enclave north of Doha, it is the Middle East’s first full-immersion wellness resort.

Al Messila, a Luxury Collection Resort & Spa – Qatar’s first five-star ladies wellness retreat and state-of-the-art health centre, set in an authentic oasis of indigenous scented gardens. There are hydro-thermal facilities, including three therapy pools and four hydro-wellness areas.

Banana Island Resort – spread across lush botanical gardens and set on a private island surrounded by turquoise lagoons. With 141 rooms, suites and villas, a spa and balance wellness centre, a surf pool and a dive centre, Banana Island Resort Doha run by Anantara, is a vibrant hotel for those seeking a relaxing retreat.

Sharq Village & Spa, a Ritz-Carlton – one of the biggest and most luxurious spas in Qatar. Modelled after a traditional Qatari village, the spa has 23 treatment rooms and four spa areas, each with a different theme reflective of Qatar’s rich wellness, along with hammam rooms, saunas and a private ladies-only area. Nearly half of the treatments are dedicated to local experiences, offering a new way for guests to familiarise themselves with a destination and enjoy local wellness practices and indigenous ingredients.

Marsa Malaz Kempinski, The Pearl-Qatar – situated on The Pearl-Qatar on a private stretch of beach, the five-star hotel boasts a spa in a serene setting across 3,000sqm and 21 treatment rooms. The hotel also offers seven restaurants, four bars, a private beach, tennis courts, and a state-of-the-art fitness centre.

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While remaining confined to their homes for months, all people can do is dream about travelling to different exciting destinations across the globe. The outbreak of the pandemic has transformed the outlook of the people and the way they look at travel. 

The harmonization, coordination and digitalization of COVID-19 travel-related risk reduction measures, including testing, tracing and travel health certificates, are essential foundations to promote safe travel.

Safety Measures Undertaken For Safe Travel

Over the past year, Yas Island Abu Dhabi has introduced comprehensive measures on health and safety protocol following UAE authorities’ guidance to ensure visitors feel confident to return to the destination like nowhere else.

To ensure that the guests feel safe and secure while travelling to Yas Island Abu Dhabi, the authorities at Yas Island have undertaken extraordinary safety measures to make sure that island sanitization, physical distancing, and capacity guidelines are up to global standards.

Thermal scanners at entry points will monitor guest temperatures and the island will take extra precautions in high-traffic areas and frequent touchpoints with increased cleaning and disinfection practices.

Yas Island awarded coveted WTTC ‘Safe Travels’ stamp

In recognition of its advanced safety efforts, Yas Island has received the coveted WTTC ‘Safe Travels’ stamp, marking it the first destination in Abu Dhabi to receive the international honour, providing additional reassurance to visitors looking forward to experiencing Yas Island Abu Dhabi and its many offerings – all safe in the knowledge that the island is maintaining the highest standards of public health and safety.

Vaccination Drive

Demonstrating its commitment to health and wellbeing and in support of Abu Dhabi’s vaccination program, the popular destination has now seen over 93% of its employees working at attractions, experiences, hotels, restaurants and retailers at Yas Island, vaccinated against COVID-19, as the Island aims to be amongst one of the first fully vaccinated holiday destinations in the world.

#TogetherAtYas

In an effort to raise awareness about the safety measures on the Island, Yas Island Abu Dhabi introduced numerous safety measures including the ‘#TogetherAtYas’ online platform which offers guests a guide to the public health and safety protocols on Yas Island, and the widely commended ‘Yas Wellness Program’, which grants guests direct access to a dedicated team of Yas Wellness ambassadors.

The Wellness Ambassadors are a team of specially trained individuals who are able to answer guests’ queries on the health and safety measures in place. In order to continually bridge guests to Yas Island, the Wellness Ambassadors are contactable via phone, social media, WhatsApp and email from 8 am to 5 pm UAE time, daily.

About Yas Island

Yas Island is one of the world’s fastest-growing leisure and entertainment destinations, located on the golden shores of Abu Dhabi – just 20 minutes from downtown Abu Dhabi and 50 minutes from Dubai.  

Yas Island Abu Dhabi offers holidaymakers a diverse mix of award-winning leisure and entertainment experiences, from one-of-a-kind theme parks, world-class shopping and superb dining, to a links golf course, exciting water and motorsports, and spectacular musical, entertainment and family events… all within the 25 sq km Island.  

Today, Yas Island is home to the award-winning theme parks Ferrari World Abu Dhabi, Yas Waterworld, Warner Bros. World Abu Dhabi, the record-breaking CLYMB Abu Dhabi, Yas Marina Circuit (home to the FORMULA 1 ETIHAD AIRWAYS ABU DHABI GRAND PRIX), Yas Marina, the award-winning Yas Links golf course, as well as Abu Dhabi’s largest mall, Yas Mall.  

With eight hotels, including W Abu Dhabi – Yas Island, Hilton Abu Dhabi Yas Island, Crowne Plaza Yas Island Abu Dhabi, Yas Island Rotana, Centro Yas Island by Rotana, Radisson Blu Hotel Abu Dhabi Yas Island, Park Inn by Radisson Hotel Abu Dhabi Yas Island and Staybridge Suites Abu Dhabi Yas Island,  plus more than 165 dining experiences, the destination also features indoor and outdoor concert venues including MAD and Etihad Arena – all of which are complemented by a range of visitor services that connect all attractions to one another.

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