America — The Beautiful Game

Brand USA Trade Expo, Auckland · 18 February 2026

Auckland turned a little more star-spangled on 18 February as tourism partners, airlines and travel sellers gathered for the Brand USA Trade Expo — and the theme couldn’t have been more fitting: “America – The Beautiful Game.” With the USA’s 250th anniversary in 2026 and the FIFA World Cup 2026 fast approaching, the message was clear — the United States isn’t just open to New Zealanders… it’s rolling out the welcome mat.

For many Kiwis, the US can still feel distant or complicated. But the expo emphasised the opposite: travel is easier, friendlier and more accessible than ever. Visa processes are straightforward, connections are plentiful, and regional destinations are actively courting visitors from Aotearoa.

Destinations that stole the show

California dazzled with its contrast — surf mornings in Santa Monica, wine afternoons in Napa, and desert sunsets in Palm Springs.
Utah showcased its “Mighty Five” national parks — otherworldly red rock landscapes that feel closer to Mars than Earth.
Arizona leaned into iconic Americana — Route 66 diners, Monument Valley horizons, and the Grand Canyon at sunrise.
Louisiana offered rhythm and soul — New Orleans jazz, Creole food and festivals that make every night feel like a celebration.
Texas promised scale and personality — Austin’s music scene, Dallas sophistication and wide-open ranch country.

Easy to get there

Air connectivity has never been stronger.

• Air New Zealand and United Airlines continue seamless trans-Pacific connections.

• Qantas expands options via Australia.

• Delta Air Lines grows its network through major US hubs, opening the South and East Coast.

The takeaway from the expo was simple: the US isn’t a place to be cautious about — it’s a place to be curious about. In 2026, America will be celebrating, hosting the world’s biggest sporting event, and inviting Kiwis to be part of it.

From deserts to jazz bars to national parks — this is the year to go.

The USA is still a popular destination!

Every year we get updates from the Brand USA team. They bring many vendors: destinations, States, experiences, and hoteliers to our shores.

It’s always great to be reminded of the amazing discoveries that that vast land holds.

I’d like to highlight a few things that caught my eye.

• it’s easy to get to. Many airlines fly to a number of destinations in North America. There are so many different routings that we can use.

• Disney is opening their Star Wars experience - Galaxy’s Edge very very soon. It’s going to be astonishing.

• I really want to explore The Great American West - the States of Idaho, Montana, North Dakota, South Dakota and Wyoming. Incredible landscapes, wildlife, craft breweries and distillieries.

• Oregon is also fabulous. Perfect for an American Road Trip.

• One of my favourite destinations, Zion National Park in Utah, is celebrating its 100th anniversary as a National Park. If you’ve never been there, you must. It’s breathtaking.

There are many more places to explore.

Call us for ideas and suggestions.

^SD