VISIT USA Act Restores Critical Funding to Brand USA for Global Tourism Growth: What You Need To Know

Published on November 24, 2025

The VISIT USA Act, introduced to the US Congress on November 19, 2025, promises to be a game-changer for U.S. tourism. This critical piece of legislation seeks to restore full funding to Brand USA, a public-private entity responsible for marketing the United States to international visitors. With major global events on the horizon, including the 2026 FIFA World Cup, America 250, and the 2028 Summer Olympics, the Act is seen as crucial in attracting millions of visitors and securing substantial economic impact.

The VISIT USA Act provides a sustainable solution by ensuring that Brand USA will no longer rely on U.S. taxpayer dollars. Instead, the funding will come from a fee structure linked to the Visa Waiver Program’s Electronic System for Travel Authorization (ESTA). This ensures that international marketing efforts to boost tourism can continue without burdening the U.S. government’s general funds.

A Critical Moment for US Travel

With the United States preparing to host major international events, the introduction of the VISIT USA Act comes at a critical time. The U.S. is set to welcome millions of international visitors, providing an opportunity to generate an economic impact of over USD 100 billion. Events such as the 2026 FIFA World Cup, America 250, and the 2028 Summer Olympics present a once-in-a-lifetime opportunity to showcase the nation’s diverse attractions.

By fully funding Brand USA, the U.S. can harness this momentum to secure its position as a leading global destination. The Act’s passage will be crucial in ensuring that international visitors are attracted to U.S. destinations, from major cities to hidden gems in smaller towns and rural areas.

How the VISIT USA Act Will Impact International Travel to the US

The VISIT USA Act will provide critical resources for Brand USA to continue its mission of promoting the U.S. abroad. Since its inception, Brand USA has played a key role in attracting millions of visitors annually, contributing significantly to the U.S. economy. The funding will ensure that the organisation can continue to develop campaigns that promote U.S. cities and attractions to international markets.

One of the key benefits of the Act is the bipartisan support it has garnered. Senators like Dan Sullivan (R-AK) and Amy Klobuchar (D-MN), along with Representatives such as Gus Bilirakis (R-FL) and Kathy Castor (D-FL), have introduced this bill to restore funding and support the continued growth of U.S. tourism. With these political leaders recognising the importance of international travel in sustaining the U.S. economy, the VISIT USA Act signals strong momentum for tourism growth.

The Future of Brand USA and Its Role in US Tourism

Under the VISIT USA Act, Brand USA will have access to a steady stream of funding, ensuring that it can continue its mission without reliance on taxpayer dollars. The Act calls for the restoration of funding levels that had been significantly reduced in recent years, leaving the organisation with just USD 20 million in federal support, compared to the approximately USD 100 million that Brand USA had previously received.

With Brand USA fully funded, the United States will be in a stronger position to compete with other international destinations that have been investing heavily in tourism marketing. The return of full funding will also allow Brand USA to reach untapped markets and target growing tourism segments like eco-tourism, luxury travel, and adventure tourism.

The VISIT USA Act and the Future of U.S. Travel

The VISIT USA Act is a vital piece of legislation that promises to rejuvenate U.S. tourism marketing and help the country capitalize on upcoming global events. By fully funding Brand USA, the U.S. will be able to strengthen its presence in international tourism markets, attract millions of visitors, and generate substantial economic returns. As the U.S. prepares for the 2026 FIFA World Cup, America 250, and the 2028 Summer Olympics, the Act will provide the resources needed to ensure that these landmark events translate into long-term tourism growth.

With international tourism poised to become a key driver of the U.S. economy, the VISIT USA Act ensures that the country has the tools it needs to remain competitive and continue to draw visitors from around the world. This Act not only supports the travel and tourism sector but also enhances the global reputation of the United States as a top destination.