Summary:
- The VISIT USA Act was introduced to restore Brand USA funding for 2026 and 2027.
- Brand USA’s federal funding fell from $100 million to $20 million in July.
- The U.S. Travel Association says the measure will help the U.S. compete globally.
THE VISIT USA Act was introduced to restore funding for Brand USA in fiscal years 2026 and 2027 as the U.S. prepares to host major tourism-driven events, including America’s 250th anniversary, the 2026 FIFA World Cup and the 2028 Olympics. The U.S. Travel Association welcomed the move, saying it would help the country compete globally.
Representatives Kathy Castor and Gus Bilirakis, both from Florida, introduced legislation to fund Brand USA, restoring its ability to attract international visitors and support the U.S. economy. The VISIT USA Act is endorsed by USTA, the Alaska Travel Industry Association and Visit Anchorage. Companion legislation was introduced in the House by Castor and Bilirakis.
“International tourism generates billions in economic activity and supports tens of thousands of jobs,” Castor said. “In Florida, visitors sustain jobs, support small businesses and strengthen ports and airports. A strong Brand USA keeps Florida competitive, attracts new markets and ensures the state participates in the global economy. This bipartisan bill will restore marketing capacity, expand economic opportunity and keep communities across the U.S. open to travelers.”
Brand USA, a public-private partnership promoting the U.S. to international travelers, saw its federal funding cut from $100 million to $20 million in July under Congress’ budget reconciliation bill. The new legislation would let the organization fund its promotion abroad without using taxpayer dollars.
Castor and Bilirakis are urging colleagues to join as co-sponsors. The legislation is supported by travel, lodging and hospitality stakeholders. Restoring Brand USA’s funding will let the organization expand marketing, increase travel and support economic growth.
Geoff Freeman, USTA president and CEO, praised the legislation as a bipartisan effort to help America compete globally.
“We have an opportunity to welcome the world through the World Cup, America 250 and the Olympics, but that success depends on Brand USA having the resources to do its job,” Freeman said. “Congress must act now to restore funding, attract visitors and showcase the U.S.”
Brand USA promotes the U.S. as an international travel destination and communicates visa and entry policies. The legislation would give Brand USA access to surplus visa fee revenues, according to Rep. Shelley Moore Capito, R-West Virginia.
USTA stated the upcoming events could attract nearly 40 million visitors and generate over $100 billion in economic impact.
In October, Brand USA launched “America the Beautiful,” a global tourism campaign to increase international visitation and hotel demand, announced at Brand USA Travel Week U.K. & Europe 2025 in London.
