Brand USA, which saw its funding cut by 80% earlier this summer, has received a possible lifeline with the introduction of the VISIT USA Act, a bipartisan effort designed to fully fund the nation’s public-private destination marketing organization, thereby restoring its capacity to attract international visitors.
The move comes at time when the U.S. is set to host the FIFA World Cup and America 250 anniversary celebrations in 2026 and Summer Olympic in Los Angeles in 2028.
Introduced by U.S. Representatives Gus Bilirakis (R-FL) and Kathy Castor (D-FL) on Wednesday, the bill proposes reinstating the full allocation of Visa Waiver Program Electronic System for Travel Authorization (ESTA) fees (to $100 million), “ensuring that Brand USA can continue its proven mission of promoting the United States as a premier global travel destination.”
“As Co-Chair of the Travel and Tourism Caucus in the House, I understand that tourism is a powerful engine for communities large and small. It supports local businesses, fills hotels, and brings in tax dollars that fund schools, transportation, and public services,” said Bilirakis. “Fully funding Brand USA is not just smart policy, it’s economic stewardship. Brand USA helps every corner of our country. When international travellers visit, they don’t just go to major cities – they travel to small towns, historic sites, and national parks.
“Fully funding Brand USA means supporting jobs and growth in communities across Florida and nationwide. Floridians understand that international tourism isn’t a luxury – it’s an economic necessity. By restoring full funding to Brand USA, we ensure more visitors come, more businesses benefit, and more communities thrive.”
The legislation reportedly has the support of a wide coalition of travel, lodging, and hospitality industry stakeholders who view Brand USA as vital to sustaining international inbound travel, not least the U.S. Travel Association, whose president and CEO Geoff Freeman said, “The VISIT USA Act is a smart, bipartisan fix that ensures America competes 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. Congress must act now to restore funding, attract international visitors and showcase the very best of America… Fully funding Brand USA will play an essential role in meeting this moment and attracting these visitors.”
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