Brand USA Funding Would Be Restored After 80% Cut Under New Bipartisan Bill

Key Points

• A bipartisan bill called the Visit USA Act aims to restore Brand USA's federal funding after it was slashed by 80% earlier in the year.
• Brand USA, the nation's destination marketing organization, relies on a public-private funding model with federal matches funded through ESTA fees paid by international visitors.
• The restoration of funding is considered crucial ahead of key tourism events like the 2026 World Cup and 2028 Summer Olympics, which are expected to boost inbound tourism.

Summary

A new bipartisan bill, the Visit USA Act, has been introduced to restore federal funding for Brand USA, the United States' destination marketing organization, after an 80% budget cut earlier this year. The funding reduction led to significant layoffs and service cuts at Brand USA. Lawmakers and industry leaders argue that renewed, robust funding is essential to support major upcoming tourism events, such as the 2026 World Cup and 2028 Summer Olympics, and to ensure the continued growth of international tourism to the U.S.