SINGAPORE, 5 May 2026: Brand USA successfully concluded its inaugural Southeast Asia Sales Mission, which visited Taiwan, Vietnam and the Philippines last week, marking the organisation’s first multi-city engagement of its kind in the region.
The three-country mission brought together 10 US partners. It engaged more than 200 travel trade professionals through B2B meetings, industry briefings and networking sessions, underscoring Southeast Asia’s growing importance as a key inbound market for the US.
The initiative also reflects broader momentum in the region, driven by expanding air connectivity and rising demand for long-haul and experiential travel, particularly in the lead-up to major global events, including the FIFA World Cup 2026, America250, and the Route 66 Centennial.
Brand USA boosts travel to the US from Southeast Asia with an inaugural multi-city sales mission.
In Taipei, approximately 65 agents participated in the event, followed by 32 in Ho Chi Minh City and 45 in Manila, reflecting strong engagement from key travel trade partners across all three markets.
The sales mission also marked Brand USA’s first-ever engagement in both Ho Chi Minh City and Manila, reflecting a strategic focus on expanding its presence in high-growth Southeast Asian markets while reinforcing long-standing relationships in Taiwan.
Southeast Asia remains a high-potential region for travel to the US, with Taiwan, Vietnam, and the Philippines playing an increasingly important role in driving international visitation.
In 2025, the US welcomed 427,470 visitors from Taiwan, 127,056 from Vietnam, and 315,352 from the Philippines, supported by more than 234 weekly direct flights between Southeast Asia and key US gateways.
Taiwan remains a mature, high-value outbound market with a well-established FIT segment and sustained demand for long-haul travel.
Vietnam is an emerging market with a rapidly growing middle class and increasing interest in experiential travel.
Meanwhile, the Philippines continues to demonstrate consistent outbound volume, driven by VFR, business travel, and rising demand for multi-purpose itineraries that combine leisure and cruise experiences.
During the mission, Brand USA launched its Global Ambassador Programme in Singapore, Taiwan, Vietnam and the Philippines, introduced to equip travel advisors with deeper destination expertise and support long-term visitation to the United States.
Expanding air connectivity
The continued expansion of air connectivity between Southeast Asia and the US is playing a critical role in improving accessibility and supporting travel demand across key gateways.
Recent developments include new routes from Taipei to Phoenix (PHX) by China Airlines and STARLUX Airlines, as well as EVA Air’s upcoming service to Washington, D.C. (IAD), launching 3 July 2026. Philippine Airlines is increasing frequencies between Manila and Los Angeles (LAX).
United Airlines has resumed services connecting Ho Chi Minh City to Los Angeles and San Francisco via Hong Kong. At the same time, Vietnam Airlines remains the only carrier operating non-stop flights to San Francisco, with four weekly services.
“This inaugural Southeast Asia Sales Mission underscores the importance of the region as a key driver of inbound travel to the United States,” said Brand USA Senior Vice President, Global Markets & Chief Trade and Product Development Officer, Malcolm Smith.
“By engaging directly with our travel trade partners across Taiwan, Vietnam and the Philippines, we are strengthening relationships, sharing insights, and creating new opportunities to inspire travel to the USA.”
Participating US partners in the sales mission
Arizona Office of Tourism
Choose Chicago
Disney Destinations
Explore Fairbanks
New York City Tourism + Conventions
Philippine Airlines
TaxFree Shopping Ltd
Tour America
Travel Texas
United Airlines
(Source: Brand USA)
