Gold Medal, part of the Gold Medal Travel Group, has launched a new campaign titled 'In Focus: USA & Canada' timed to leverage the growing excitement around the 2026 FIFA World Cup. The initiative includes a comprehensive 132-page brochure and a dedicated selling guide aimed at helping travel agents convert heightened consumer interest into bookings.
The campaign arrives as host cities such as Miami, Dallas, and Vancouver prepare for the tournament. Sarah Lancashire, Marketing & Interim Product Director at Gold Medal, noted the strategic timing: 'The USA & Canada have always been strong performers in our portfolio, but right now the stars are aligning.'
New Hotel Additions and Key Properties
Two notable properties have been added to Gold Medal's portfolio. The Valorian, formerly The Mondrian, on Los Angeles' Sunset Strip, has joined Hilton's Curio Collection, offering a refreshed experience for travelers. Additionally, Dolly Parton's Songteller Hotel in Nashville, inspired by the singer's memoir, is set to open soon and is expected to become a major draw for music tourism.
These additions reflect broader trends in hospitality, where brands are increasingly targeting experiential stays. For context, similar shifts are visible in other markets, such as hospitality investors shifting focus to regional Japan as urban construction costs rise.
Agent Incentive: FAM Trip to California
In partnership with United Airlines, Gold Medal is offering five places on a familiarisation (FAM) trip to California. Travel agents can enter the prize draw by booking USA or Canada packages between 1 and 30 June via the Gold Medal website. This incentive is designed to boost agent knowledge and sales of the region.
The campaign aligns with broader football tourism trends. For instance, Visit Brasil has kicked off a football tourism campaign ahead of the Women's World Cup 2027, and Singapore fans are already booking early for World Cup 2026, favoring Vancouver and New York.
Strategic Context for Travel Professionals
Gold Medal's campaign comes at a time when major sporting events are driving significant travel demand. The 2026 World Cup, co-hosted by the USA, Canada, and Mexico, is expected to attract millions of international visitors. For tour operators and agents, early preparation is key to capturing this market.
The brochure and selling guide provide detailed information on destinations, accommodations, and itineraries, enabling agents to offer tailored packages. Gold Medal's move also underscores the importance of supplier partnerships, as seen in other recent campaigns like T'way Air and KTO's Frankfurt-Seoul summer campaign.
For agents looking to expand their USA and Canada offerings, this campaign provides a structured approach to selling. The FAM trip incentive further encourages agents to experience the product firsthand, a proven method for increasing conversion rates.
Gold Medal's focus on the USA and Canada is well-timed, given the region's strong performance in the travel sector. With the World Cup on the horizon, the campaign positions agents to capitalize on what promises to be a significant wave of demand.
