Dive Brief:
- The Vital Investment in Sustaining International Tourism to the USA Act, also called the VISIT USA Act, was introduced in the U.S. Congress on Wednesday, designed to fully restore funding to Brand USA in fiscal 2026 and 2027, according to a press release from Sen. Dan Sullivan, R-Alaska, one of the act’s sponsors.
- Brand USA, a public-private partnership that markets America as a destination for international travelers, saw its federal funding reduced from $100 million to $20 million in July as a result of Congress’ budget reconciliation bill. The new legislation would provide the organization with funds to promote the U.S. abroad without using U.S. taxpayer dollars.
- The effort to restore Brand USA’s funding comes as the U.S. prepares to host significant events tied to major tourism dollars including America’s 250th anniversary, the 2026 FIFA World Cup and the 2028 Olympics. President Donald Trump’s fiscal 2026 budget request also calls for fully funding Brand USA, according to the release.
Dive Insight:
In addition to promoting the U.S. as “a premier international travel destination,” Brand USA is tasked with communicating U.S. visa and entry policies abroad. With the legislation, Brand USA would regain access to existing surplus visa fee revenues, according to a statement from Shelley Moore Capito, R-W.Va., who co-introduced the bill.
Alongside Sullivan and Capito, sponsors of the legislation include Sens. Amy Klobuchar, D-Minn., and Jacky Rosen, D-Nev. — all of whom are members of the Senate Commerce, Science and Transportation Committee. The VISIT USA act is also endorsed by the U.S. Travel Association, the Alaska Travel Industry Association and Visit Anchorage. Companion legislation for the act was introduced in the House by Reps. Gus Bilirakis, R-Fla., and Kathy Castor, D-Fla.
“Travel and tourism powers economic growth in communities in Minnesota and across our country,” Klobuchar said in the release, adding that the bipartisan legislation will provide the resources Brand USA needs “to continue to support an additional 1.6 million visitors, $6 billion in spending, and nearly 80,000 jobs every year — all at no cost to taxpayers.”
Geoff Freeman, president and CEO of the U.S. Travel Association, praised the legislation in a press release, saying it is a smart, bipartisan solution to help America compete on the global stage.
“We have a once-in-a-generation 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 in a Wednesday release from the U.S. Travel Association. “Congress must act now to restore funding, attract international visitors and showcase the very best of America.”
The U.S. Travel release added that the combined upcoming events have the opportunity to attract nearly 40 million visitors and generate more than $100 billion in economic impact.
Last month, American Hotel & Lodging Association president and CEO Rosanna Maietta told Hotel Dive the organization is “optimistic” about the role the hotel community plays in upcoming major events.
On Thursday, Maietta testified before the House Energy and Commerce Subcommittee on Commerce, Manufacturing and Trade to emphasize the central role hotels play in the U.S. economy. She called on lawmakers to fully restore funding to Brand USA through the passage of the VISIT USA Act.
According to an October report from Lighthouse, hotel demand has been slow ahead of the World Cup, with the U.S. lagging behind its co-hosts when it comes to year-over-year hotel room rate growth.
