Brand USA: 10+ Years of Fighting for Funding

Key Points

• Brand USA has faced ongoing threats to its funding and existence from both Congress and White House administrations since its creation in 2010.
• The organization has seen frequent leadership changes, funding adjustments, and periodic reauthorizations, with its private-public funding model being repeatedly scrutinized.
• In April 2025, five board members, including the chair, were abruptly fired by the White House, leaving the future leadership structure uncertain.

Summary

Brand USA, established in 2010 as the United States' destination marketing organization, has consistently encountered challenges to its existence and funding, including proposed eliminations from various government budgets and declining private contributions. Despite periodic reauthorizations and funding boosts—such as the $250 million injection in 2022—Brand USA has experienced leadership changes, struggles to meet visitation targets, and, most recently, the abrupt firing of five board members in April 2025, raising questions about its governance and future direction.