US Senators Set to Unleash New Billion Tourism Powerhouse – Is America Ready for the Global Surge?

Published on December 27, 2025

U.S. Senators Amy Klobuchar, Dan Sullivan, Shelley Moore Capito, and Jacky Rosen have recently introduced the bipartisan VISIT USA Act, a piece of legislation designed to restore funding to Brand USA for the fiscal years 2026 and 2027. This move is aimed at bolstering tourism efforts in the United States, particularly ahead of major international events such as America’s 250th anniversary, the FIFA World Cup, and the 2028 Olympics. The funding restoration is seen as essential for the continued success of Brand USA, a public-private partnership tasked with promoting the U.S. as a prime travel destination and clarifying visa and entry policies to international visitors.

The Role of Brand USA in U.S. Tourism

Brand USA plays a pivotal role in attracting international visitors to the United States. As a public-private partnership, it works to enhance the country’s global tourism image by showcasing its diverse attractions, cultural heritage, and unique experiences. The organization is also responsible for simplifying the visa and entry process for tourists, ensuring that the U.S. remains an accessible and appealing destination for travelers worldwide.

The VISIT USA Act seeks to restore Brand USA’s funding, allowing it to continue its essential work in promoting the United States and supporting the country’s tourism economy. According to the proposed legislation, this funding will directly contribute to increased visitation, spending, and job creation across the U.S.

Key Figures Support the Bill

Senator Amy Klobuchar, a leading proponent of the bill, emphasized the economic impact of tourism on communities both in Minnesota and across the nation. She explained, “Travel and tourism powers economic growth in communities in Minnesota and across our country.” Klobuchar went on to highlight the significant return on investment for the U.S. economy, with Brand USA expected to generate an additional 1.6 million visitors, $6 billion in spending, and nearly 80,000 jobs annually—all without burdening taxpayers.

In support of the bill, Senator Dan Sullivan pointed out that restoring full funding for Brand USA is especially important as the U.S. prepares to host several globally significant events. He argued that this funding would help the U.S. attract more international visitors, which, in turn, would bolster the tourism economy and support the thousands of small businesses that are vital to the country’s tourism sector. Sullivan’s comments reflect the broader sentiment that tourism is a crucial element of the U.S. economy, contributing to local and national growth.

Support from the U.S. Travel Association

The U.S. Travel Association, a leading organization representing the travel industry, has also endorsed the VISIT USA Act. According to Geoff Freeman, President and CEO of the U.S. Travel Association, the restoration of funding for Brand USA would help the country capture global attention, promoting the U.S. as an attractive destination for international visitors. Freeman highlighted that the measure would help generate job opportunities and economic benefits for communities across the nation.

Freeman’s endorsement underscores the broad support for the bill among industry stakeholders, who see the return of Brand USA’s funding as crucial for maintaining the U.S.’s competitive edge in the global tourism market. As the world’s leading economy, the U.S. has a vast array of tourism offerings, but it must continue to invest in promoting these assets to remain at the forefront of international travel.

Major Events Driving U.S. Tourism Growth

The timing of the VISIT USA Act is particularly significant, as the United States is set to host several major international events in the coming years. These events, including America’s 250th anniversary, the FIFA World Cup, and the 2028 Olympics, present unique opportunities to showcase the best of the U.S. to global audiences. By restoring Brand USA’s funding, the legislation aims to ensure that the U.S. is well-prepared to capitalize on these events and attract a wide range of international visitors.

America’s 250th anniversary is a momentous occasion that will highlight the nation’s rich history, culture, and achievements. Similarly, the 2026 FIFA World Cup is expected to draw millions of international visitors to the U.S., eager to experience not only the world-class football tournament but also the country’s diverse offerings. The 2028 Olympics will further solidify the U.S.’s reputation as a premier global destination for sports and tourism.

These events are expected to generate billions of dollars in economic impact, with Brand USA playing a critical role in promoting the U.S. as a welcoming destination for visitors from around the world. The success of these events, coupled with the restoration of funding for Brand USA, is expected to drive long-term growth in the U.S. tourism sector.

Bipartisan Support for Tourism Boost

The VISIT USA Act has garnered bipartisan support, reflecting the widespread recognition of the importance of tourism to the U.S. economy. Senators Klobuchar, Sullivan, Capito, and Rosen have worked together to ensure that the legislation addresses the needs of the tourism industry while securing vital funding for Brand USA. This bipartisan cooperation is crucial in ensuring that the U.S. tourism sector continues to thrive in the coming years.

Additionally, Representatives Gus Bilirakis and Kathy Castor have introduced companion legislation in the U.S. House of Representatives, further demonstrating the broad support for Brand USA’s mission to boost international tourism to the U.S.

Conclusion: A Boost for U.S. Tourism

As the U.S. prepares for several high-profile international events, the VISIT USA Act offers a timely solution to support the country’s tourism industry. By restoring funding to Brand USA, the legislation aims to increase visitation, spending, and job creation across the nation, ensuring that the U.S. remains a top destination for travelers worldwide. With bipartisan backing and strong support from industry stakeholders, the VISIT USA Act is poised to play a key role in the future growth of the U.S. tourism sector, benefiting communities, businesses, and the economy as a whole.