VISIT USA Act Unveiled: The Key to Attracting Millions of Visitors to America’s Biggest Events

Published on November 21, 2025

The United States will soon host a number of unprecedented global activities and also is about to miss massive opportunities these occasions present. Therefore, restoring the vital funds of Brand USA. the USA’s official tourism marketer, is the focus of the VISIT USA ACT, introduced to one of the Houses of Congress this week. The USA will host the 2026 FIFA World Cup, the America 250 celebrations, and the Summer Olympics in 2028. The USA will need to defend the global opportunities for tourism and marketing it’s Brand USA to protect.

The VISIT USA Act strengthens the ability for the U.S. to promote itself overseas and for the United States to attract the millions of international visitors these global occurrences will generate, none of which will be at the tax payors expense. The USA remains competitive in all and will help in position to protect tourism.

A Historic Opportunity for America to Welcome the World

In just a few years, the U.S. will be the centre of the world’s attention as we host some of the most exciting global events of the next decade. The 2026 FIFA World Cup will see soccer fans flocking to American cities, while the America 250 celebrations will honour the country’s 250th birthday. And, of course, the 2028 Summer Olympics in Los Angeles promises to be a global spectacle. These are once-in-a-lifetime events that could change the course of U.S. tourism.

Geoff Freeman, the President and CEO of the U.S. Travel Association (USTA), emphasized that for the U.S. to fully capitalise on the economic potential of these events, Brand USA must receive the necessary funding to promote the country globally. He noted that this is a pivotal moment for the nation and stressed the importance of ensuring that the world recognises the unique offerings of the U.S., including its stunning landscapes, iconic cities, and unparalleled experiences.

Why Brand USA is Critical for Our Success

Brand USA has been instrumental in making the U.S. a top tourist destination for years. It’s the organisation responsible for showcasing everything that makes America great—from our national parks to vibrant cities and everything in between. But as the global travel landscape has changed, particularly after the pandemic, ensuring that Brand USA is properly funded has become even more urgent.

If Brand USA gets the resources it needs through the VISIT USA Act, the U.S. stands to attract nearly 40 million international visitors over the next decade. These visitors won’t just be sightseeing—they’ll be contributing to our economy in a big way, generating $100 billion in economic impact.

A Bipartisan Effort for America’s Future

One of the most encouraging aspects of the VISIT USA Act is the bipartisan support it’s received. Lawmakers from both parties understand the importance of international tourism for American businesses and communities. Senators Dan Sullivan (R-AK), Amy Klobuchar (D-MN), Shelley Moore Capito (R-WV), and Jacky Rosen (D-NV), along with Representatives Gus Bilirakis (R-FL) and Kathy Castor (D-FL), have come together to sponsor this important legislation.

It’s a rare moment when Democrats and Republicans can agree on something so crucial for the country’s economic growth. By restoring Brand USA’s funding, this legislation ensures that the U.S. can promote itself effectively on the world stage, without burdening taxpayers.

Turning These Global Events into Real Economic Opportunities

The VISIT USA Act doesn’t just represent another piece of legislation—it’s a chance to turn three major global events into long-term opportunities for economic growth. Here’s a quick look at the potential impact of these events on the U.S.:

• The 2026 FIFA World Cup will attract millions of soccer fans to U.S. cities, creating thousands of jobs in hospitality, transportation, and retail.
• The America 250 celebrations are expected to bring millions of tourists eager to experience the nation’s history and culture.
• The 2028 Summer Olympics will likely be one of the most-watched sporting events in history, drawing even more international visitors.

To put it simply, these events are a massive economic opportunity. If we play our cards right, they can generate billions of dollars for the U.S. economy, especially with the support of Brand USA and its marketing initiatives.

Table: The Potential Economic Impact of Major U.S. Events

A Win-Win for Everyone: Tourism and Jobs

If the VISIT USA Act passes, the benefits will be felt across the country. Not only will we be able to show the world what makes America special, but we’ll also create countless job opportunities in the tourism sector. Restaurants, hotels, transportation companies, and local businesses will all benefit from the influx of international visitors.

For many communities that rely heavily on tourism, this funding could be a game-changer. Cities that are hosting global events will see an immediate boost, while less-visited areas will get the chance to showcase their unique offerings to a global audience.

Conclusion: Let’s Seize the Moment and Make America Shine

The VISIT USA Act is a critical piece of legislation that ensures the U.S. can fully leverage the international spotlight we’ll have over the next decade. With the 2026 FIFA World Cup, America 250, and 2028 Summer Olympics right around the corner, we have an unprecedented opportunity to attract millions of international visitors, boost our economy, and celebrate everything that makes America a top travel destination.

This is our moment to make a lasting impression on the world—and with the right support for Brand USA, we can ensure that America not only welcomes the world but also benefits from the tourism that follows.