A bipartisan coalition in Congress has introduced the VISIT USA Act, a new bill designed to restore crucial funding to Brand USA, the country’s destination marketing organization.
The timing is significant: the United States is preparing to host a lineup of major global events, including the 2026 FIFA World Cup, the America 250 celebrations, and the 2028 Summer Olympics. Combined, these events are expected to attract nearly 40 million international visitors and generate over $100 billion in economic impact.
Brand USA plays a pivotal role in promoting the United States as a travel destination, driving inbound tourism and helping support millions of American jobs.
However, earlier this year its funding was sharply reduced – an 80 percent cut resulting from provisions in the Big Beautiful Bill. This reduction forced the organization to downsize its workforce and discontinue key programs such as GoUSA TV.
The VISIT USA Act proposes restoring funding by reallocating ESTA-generated revenue back to Brand USA, ensuring it has the resources needed to meet global demand and compete with other destinations aggressively courting international travelers. Importantly, the legislation achieves this without using U.S. taxpayer dollars, instead leveraging existing travel-related fees.
Tourism leaders and lawmakers emphasize that restoring Brand USA’s budget is essential not only for major cities but also for rural communities, small towns, and national parks. International visitors tend to explore widely across the country, boosting local economies beyond the traditional travel hubs.
Representatives supporting the bill describe tourism as a “powerful engine” that directly benefits schools, transportation systems, and small businesses.
Why Funding Restoration Matters Now
With the world’s largest sporting and cultural events approaching, the global stage is set for the United States to welcome record numbers of international travelers. But competition is fierce. Many countries invest heavily in tourism marketing to draw visitors, and without restored funding, Brand USA risks falling behind.
Industry experts stress that successful tourism marketing is not optional – it is strategically vital. The World Cup alone spans 16 host cities across North America, presenting an extraordinary opportunity to showcase U.S. culture, hospitality, experiences, and diverse landscapes. The America 250 celebrations in 2026 and the Los Angeles Olympics two years later will further amplify global attention.
By providing Brand USA with the financial tools needed to build compelling international campaigns, the VISIT USA Act positions the United States to fully leverage these events. Supporters argue that failing to invest now would mean forfeiting billions in potential tourism revenue and weakening America’s global competitiveness.
If passed, the VISIT USA Act would provide a timely boost to an industry still recovering from pandemic-related losses. It would reaffirm the nation’s commitment to welcoming the world – and ensure that when global audiences turn their attention to the U.S., Brand USA is ready to capture their interest, imagination, and travel dollars.
