Congress Pushes to Revive Brand USA Funding, Eyeing Tourism Windfall from Global Events

In a move to recapture America's share of the global tourism market, a bipartisan coalition in Congress has introduced legislation to reinstate federal funding for Brand USA, the country's primary destination marketing organization. The push comes as the United States prepares to host a series of landmark international events expected to drive a surge in visitor numbers.

The "VISIT USA Act" (H.R.6128), introduced in the House last November and now under committee review, would authorize the transfer of $160 million from the existing Travel Promotion Fund to Brand USA. Established in 2009 as a public-private partnership, Brand USA has relied on a mix of industry contributions and visa fee surpluses to fund its overseas promotional campaigns, but its federal funding stream had lapsed.

Proponents argue the timing is critical. With the 2026 FIFA World Cup—co-hosted by the U.S., Canada, and Mexico—the nation's 250th anniversary in 2026, and the Los Angeles 2028 Summer Olympics on the horizon, the U.S. faces a pivotal window to attract international visitors. The U.S. Travel Association projects this event trio could draw up to 40 million visitors and generate over $100 billion in economic activity.

"This isn't just about tourism; it's about economic competitiveness," said a statement from the Senate Commerce, Science and Transportation Committee. Supporters, including a broad coalition of travel and hospitality groups from the Alaska Travel Industry Association to Visit Anchorage, emphasize that the funding would not draw from general taxpayer dollars but from existing visa fee revenues. They contend that a well-funded Brand USA is essential to compete against other nations aggressively marketing themselves to travelers.

The hotel sector, in particular, stands to gain directly. Industry analysts note that international visitor bookings are highly influenced by destination marketing. Restoring a robust promotional budget could help reverse recent softness in international demand for U.S. hotels, boosting occupancy and average daily rates in key gateway cities and beyond.

As the legislative process unfolds, stakeholders across the travel economy are watching closely, hoping a renewed marketing push will ensure the U.S. fully capitalizes on its coming moment in the global spotlight.

Reaction & Analysis

Michael Rodriguez, Tourism Economist: "The data is clear: destination marketing ROI is significant. For every dollar spent, Brand USA has historically generated much more in visitor spending. Securing this funding ahead of a major events cycle is a strategic investment, not an expense."

Sarah Chen, Small Hotel Owner, San Francisco: "This gives me real hope. We felt the drop-off in international guests post-pandemic. A coordinated national campaign can lift all boats, helping smaller operators like me who depend on that diverse inbound market."

Rep. David Miller (Opposition Viewpoint): "This is a classic case of throwing good money after bad. Why are we subsidizing a marketing board for the tourism industry when we have crumbling infrastructure? Let the airlines and hotel chains, who profit directly, fund their own advertising. The 'surplus visa fee' argument is a budgetary sleight of hand."

Priya Sharma, Travel Industry Analyst: "The global competition for tourists has intensified. Nations like Australia and Japan have significantly ramped up their promotion. Without Brand USA operating at full capacity, the U.S. risks leaving billions in visitor spending on the table, especially from growing markets in Asia and Latin America."