VISIT USA Act Restores Funding for Brand USA, Boosting Tourism and Driving their Sports Tourism Growth Ahead of the 2028 Olympics and Major Events

Published on December 28, 2025

The VISIT USA Act is a major step toward replenishing funds for Brand USA, a public-private partnership that is tasked with marketing the United States as a major destination for global travelers. The act, which is targeted at fiscal years 2026 and 2027, aims at promoting tourism development, particularly in light of major global events that the country is scheduled to host, including the Olympics in 2028 and other major sports tourism events. The act will help Brand USA promote the country as a destination for sports tourism among global travelers.

Brand USA’s Impact: Fueling Economic Growth and Future Sports Tourism Expansion

Brand USA has long played a crucial role in driving tourism revenue and supporting local economies across the U.S. According to Senator Amy Klobuchar, the bipartisan initiative will provide Brand USA the necessary resources to support a $6 billion increase in spending and help generate nearly 80,000 jobs every year. These economic contributions are especially significant for the sports tourism industry, as major sports events like the FIFA World Cup in 2026 and the 2028 Olympics in Los Angeles will draw thousands of global sports fans and athletes, directly benefiting the local economy.

With these major sporting events on the horizon, the future of sports tourism in the U.S. is set to experience a significant boom, with Brand USA’s marketing efforts providing a foundation for growth. The partnership’s ability to highlight the country’s sports offerings, whether in major league sports, Olympic events, or amateur competitions, will elevate the U.S. as a premier sports destination for international travelers.

Strengthening Sports Tourism Ahead of Major Global Events

The U.S. is gearing up to host the 2028 Summer Olympics, which is expected to be a defining moment for sports tourism in the country. The VISIT USA Act and Brand USA’s efforts will play a vital role in promoting the Olympic Games and other significant sporting events, not just to attract spectators but also to ensure a lasting impact on the sports tourism sector. By investing in targeted marketing, promotions, and cross-border partnerships, the U.S. is poised to become a global leader in sports tourism, offering both elite events and community-based sporting activities to a wide range of visitors.

Sports tourism, which includes fans, athletes, and support staff traveling for competitive events, is an increasingly important segment of the global tourism market. The U.S. is well-positioned to attract international visitors who are traveling for everything from international competitions to training camps, sports tourism tours, and fan experiences. This will boost the U.S. tourism sector, making sports one of the leading drivers of economic activity in the coming years.

Promoting Sports Tourism as a Year-Round Attraction

While the 2028 Olympics is a major event, sports tourism in the U.S. isn’t just about one-off events. The growth of the industry is also fueled by ongoing sports activities and competitive events across the country, from professional leagues in basketball, football, and baseball to high school tournaments and international marathons. Brand USA can amplify these year-round sports offerings through strategic partnerships with local sports organizations, event organizers, and international sports federations.

Promoting the diverse sports culture in the U.S. will be a key part of the strategy to grow sports tourism long after the 2028 Olympics. With increasing global interest in sports tourism and athletic events, the U.S. can capitalize on its world-class sports infrastructure, offering tourists the chance to experience everything from spectator sports to athletic training programs and sports tourism events in cities across the nation.

Future Sports Tourism: A Key Economic Growth Driver

Looking toward the future, the growth of sports tourism in the U.S. will contribute significantly to the tourism industry and the nation’s economy. As major events like the Olympics and FIFA World Cup continue to raise the profile of sports tourism, Brand USA’s ability to promote these events will be essential in securing the U.S.’s place as a leading destination for sports travelers. The economic impact of sports tourism—from hotels and transportation to merchandise sales and hospitality—will drive local economies, especially in regions hosting these events.

Additionally, sustainable tourism practices will play a key role in how sports tourism grows in the future. By focusing on eco-friendly initiatives and responsible tourism during sports events, the U.S. can attract the growing segment of eco-conscious travelers who are keen on supporting destinations that prioritize sustainability in large-scale tourism events.

A Future Shaped by Sports Tourism in the U.S.

The VISIT USA Act is an important measure that reverses funding cuts to Brand USA, making it possible for the U.S. to enhance its position as one of the best sports tourist destinations in the world. By highlighting future events such as the Olympics in 2028, FIFA World Cup, and other international sporting events, it can be observed that it is laying the foundation to ensure that there is increased sports tourism in the future, which will ensure economic development. Brand USA, by highlighting the sports heritage of the U.S., will play an important role in ensuring success in sports tourism.