Members of the US travel industry are being urged to oppose a proposed budget cut for Brand USA that would see the organization’s maximum share of the ESTA fee reduced from $100 million to just $20 million, thereby severely limiting international marketing of the United States.

Brand USA is supported by contributions from over 700 partnering organizations that are matched by fees paid by international travellers to the Electronic System for Travel Authorization (ESTA) program. No tax dollars are allocated to the organization’s funding.

In a letter to members of the U.S. International Inbound Travel Association (IITA), CEO executive director Lisa Simon flagged the proposed 80% reduction in “vital funding” in the Senate Commerce Committee’s budget reconciliation process, stating, it would “severely limit Brand USA’s ability to promote the U.S. in global markets at a time when international competition is fierce and visitation growth is essential to economic recovery.”

Park fee increase for international visitors

Simon also urged opposition to a plan by the National Park Service in its 2026 budget proposal to increase entrance fees for international visitors, thereby creating a “dual-pricing model that unfairly targets our overseas guests.”

The IITA exec said “Inbound travellers already contribute billions to local economies, and this proposal sends the wrong message that international visitors are being singled out and penalized. It risks damaging our reputation as a welcoming destination and could discourage visitation to some of America’s most iconic travel experiences.”

 “We urgently need your voice and engagement on (these) two critical issues that threaten the strength and competitiveness of the U.S. inbound travel industry,” Simon stated, and further called on her association’s members to contact their elected officed to “urge them to oppose discriminatory pricing policies in our national parks and restore Brand USA’s funding cap.”

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