VISIT USA Act Unveiled to Restore Crucial Funding for U.S. Tourism

Published on November 20, 2025

Brand USA is the organization that markets and promotes U.S. tourism globally. Without funding pursuant to the VISIT USA Act, the U.S. will not be well-equipped for the enormous tourism opportunities coinciding with the 2026 FIFA World Cup, America 250, and the 2028 Summer Olympics.

The Struggles of Brand USA’s Funding

Previously, Brand USA was funded through a combination of travel industry contributions and funds from the ESTA (Electronic System for Travel Authorization) program. The ESTA fees earned the organisation $17 per international traveller. However, with the passage of the Trump Administration’s Big Beautiful Bill, this funding was drastically reduced. This year’s funding from ESTA dropped by a staggering 80%, leaving Brand USA with just $20 million.

Such drastic cuts had immediate consequences. Brand USA had to reduce its workforce by 15% and even shut down GoUSA TV, its digital platform that showcased the best of U.S. tourism. The reduced budget has had a direct impact on the country’s ability to market itself globally, potentially hindering its competitiveness as a travel destination.

Why Restoring Funding Is Essential

The importance of restoring Brand USA’s funding is evident, especially as the country prepares for some of the biggest sporting and cultural events in its history. The 2026 FIFA World Cup, America 250 (celebrating the nation’s 250th anniversary), and the 2028 Summer Olympics are all set to generate over $100 billion in economic impact. With the potential to attract 40 million visitors, these events represent a once-in-a-lifetime opportunity for the U.S. to showcase its attractions and culture to the world.

However, without adequate funding for Brand USA, it will be difficult to plan effective marketing campaigns, secure international visitors, and ensure that the country can fully capitalise on this potential.

The Bipartisan Support for the VISIT USA Act

The VISIT USA Act, introduced on November 19, 2025, has received support from a bipartisan group of lawmakers, including 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).

This new bill proposes to allocate funds generated from ESTA fees to continue funding Brand USA at its previous levels. The bill aims to ensure that U.S. tourism can continue to grow and thrive, especially with upcoming events attracting millions of international visitors.

Economic Impact of International Tourism

Tourism plays a vital role in the U.S. economy. It supports local businesses, fills hotels, and generates tax revenue that funds critical services such as education, transportation, and public infrastructure. According to the U.S. Travel Association, every international traveller visiting the U.S. brings in significant economic benefits, not just for major cities but also for smaller towns, historic sites, and national parks.

By restoring full funding to Brand USA, the U.S. ensures that international tourism continues to be a key driver of economic growth across the country. The potential to welcome millions of visitors to events like the 2026 FIFA World Cup and America 250 provides a significant opportunity to boost local economies, create jobs, and support communities nationwide.

Key Opportunities for U.S. Tourism

With global travel set to rise in the coming years, the U.S. needs to be ready to capitalise on this growth. The upcoming events offer enormous potential for boosting tourism, but that success hinges on effective marketing efforts, planning, and promotion. Here are some of the key opportunities:

1. FIFA World Cup 2026: As the host country for one of the world’s most prestigious sports events, the U.S. stands to attract millions of visitors. The competition will be held across multiple cities in North America, offering a unique opportunity to showcase a diverse range of U.S. destinations.
2. America 250 (2026): Celebrating 250 years since the signing of the Declaration of Independence, this milestone event offers the chance to highlight the nation’s rich history and culture. It presents a rare opportunity for tourism to be at the forefront of the country’s celebrations.
3. Olympics 2028: Hosting the Summer Olympics in Los Angeles will position the U.S. as a global leader in international tourism. The event will draw athletes, fans, and media from all over the world, contributing to the overall growth of the tourism sector.

How the VISIT USA Act Can Revive the Industry

The VISIT USA Act is more than just a funding bill—it is an investment in the future of American tourism. By restoring the funding for Brand USA, this bill ensures that the U.S. remains competitive on the global stage, attracting international visitors who will contribute significantly to the country’s economy.

In addition to direct economic benefits, this restored funding will also enhance the overall experience for travellers. More effective marketing campaigns will help tourists discover lesser-known destinations, encouraging them to explore a variety of locations across the country. This will lead to a more diverse and sustainable tourism industry, benefiting regions outside of traditional tourist hotspots.

A Guide for Future Travelers

For those planning to visit the United States in the coming years, this is a time of significant growth and opportunity. With the government’s commitment to improving tourism infrastructure and marketing efforts, visitors can look forward to a more welcoming and well-promoted U.S. travel experience. Whether you’re planning to attend one of the major events like the 2026 FIFA World Cup or simply exploring the country’s vast cultural and natural attractions, there will be plenty to discover.

The restored funding for Brand USA will mean better information, improved services, and more vibrant tourism campaigns, all designed to make your visit as enjoyable and enriching as possible.

Conclusion

The USA VISIT Act is of primary importance in making sure that the United States is one of the world’s top destinations. With important world events happening soon, the bill makes sure the US is able to promote itself, make tourism, and help the US tourism economy. It makes the bill a winner to invest in the future of tourism in the USA and make the tourism economy a winner for community businesses and the whole economy. \The USA VISIT Act is primary importance in making sure that the United States is one of the world top destinations This is also a winner for the communities, businesses and the whole economy of the USA.

Also, with the United States heading toward one of the busiest tourism periods in the country’s history, Brand USA will require the resources to effectively work toward competing in the tourism marketplace. New USA VISIT Act amendments provide a much-needed boost in helping the USA to become a foremost destination for travelers. New USA VISIT Act amendments provide a much-needed boost in helping the USA to become a foremost destination for travelers.