What's Happening?
A bipartisan group of U.S. senators has introduced legislation aimed at fully restoring funding for Brand USA, a destination marketing organization responsible for promoting the United States abroad. The VISIT USA Act, proposed by Senators Dan Sullivan,
Amy Klobuchar, Shelley Moore Capito, and Jacky Rosen, seeks to allow Brand USA to access surplus visa fee revenues, aligning with President Trump's FY26 budget request. This move is strategically timed to capitalize on upcoming global events such as the America250 celebrations, the FIFA World Cup, and the 2028 Olympic Games. The legislation is expected to support an additional 1.6 million visitors, generate $6 billion in spending, and create nearly 80,000 jobs annually, all without taxpayer cost.
Why It's Important?
Restoring full funding for Brand USA is crucial for strengthening the U.S. tourism economy, especially as the country prepares for major international events. The initiative is expected to enhance America's ability to attract international visitors, thereby supporting small businesses and local economies across the nation. With international visitation numbers currently down, the legislation aims to boost tourism, which is a significant economic engine. Industry leaders, including the U.S. Travel Association, have expressed strong support, emphasizing the potential to maintain the U.S.'s competitive position in the global tourism market.
What's Next?
If the legislation passes, Brand USA will have increased resources to promote the U.S. as a top travel destination, potentially leading to a surge in international visitors. The bill is backed by major industry groups and has companion legislation introduced in the House, indicating strong bipartisan support. The focus will be on leveraging the restored funding to maximize the impact of upcoming global events, ensuring the U.S. stands out on the world stage.
