Brand USA Showcases U.S. Natural Wonders in Medellin

Brand USA premiered its documentary Into Nature's Wild in Medellín, Colombia, at a special event held at Chuscalito restaurant.

The screening, attended by over 100 tourism professionals, highlighted the breathtaking natural landscapes of the United States, from Alaska's wilderness to the Appalachian Trail's rolling hills. Narrated by Native American astronaut John Herrington and directed by MacGillivray Freeman, the film seeks to inspire travel to the U.S., showcasing its natural wonders. Executives from Brand USA and United Airlines, which recently launched a Medellín-Houston route, were present for the Colombian debut.

Lisa Tejeda, Senior Manager of Global Trade Development for Brand USA in Latin America, described Medellín as the ideal location for the event. She also announced a major incentive campaign in partnership with United Airlines. Sixty tourism professionals from Colombia, Mexico, and Brazil will win a spring 2025 trip to explore U.S. destinations, culminating in Houston.

The incentive program, running from November 2024 to February 2025, rewards travel agents who complete specific modules, including United Airlines training, on Brand USA's USA Discovery Program platform. Top sellers from each country will be selected for the experience, which is designed to deepen their understanding of the U.S. as a premier travel destination. Participants must hold a valid U.S. visa to qualify.

Malcolm Smith, Senior Vice President of Brand USA, emphasized the importance of partnerships with regional allies like United Airlines to strengthen ties with tourism professionals and expand U.S. tourism offerings to Colombian travelers. The program also underscores the United States’ appeal as a diverse and world-class destination.

By integrating cultural and natural storytelling with tangible rewards for industry professionals, Brand USA and United Airlines aim to boost U.S. tourism visibility in Latin America while building stronger commercial relationships. The Medellín event marked a significant step in promoting travel to the U.S. and enhancing collaboration across borders.

With initiatives like these, Brand USA continues to position the United States as a top choice for adventure, exploration, and cultural experiences.