New legislation aims to restore Brand USA funding ahead of World Cup

Critical funding could be restored to destination marketing organisation Brand USA ahead of major events such as the 2026 World Cup and 2028 summer Olympic Games.

 

The Visit USA Act was introduced by bipartisan lawmakers in Congress on Wednesday.

 

The legislation is designed to ensure Brand USA has the resources to promote the US abroad, attract international visitors and deliver on the full economic promise of the "historic" events.

 

Brand USA had its federal funding slashed by 80% to $20 million in the summer, while the Esta fee was almost doubled to $40. 

 

However, the new bill would reinstate support by fully allocating visa waiver (Esta) fees, ensuring that Brand USA can continue to promote the US as a “premier global travel destination”. 

 

Brand USA operates through a public–private partnership model, funded by non-federal contributions from the travel and hospitality industry and matched by a portion of Esta fees paid by international visitors rather than by general taxpayer dollars.

 

Politicians backing the bill argue that fully restoring Brand USA’s funding will enable the organisation to expand its global marketing efforts, drive future travel demand and fuel economic growth nationwide.

 

Democratic representative Kathy Castor and Republican Congressman Gus Bilirakis, both from Florida, introduced the legislation. 

 

They urged colleagues in both chambers of Congress to join them as co-sponsors. 

 

The legislation has the support of a wide coalition of travel, lodging and hospitality industry stakeholders who view Brand USA as vital to sustaining international inbound travel.

 

Brand USA chief executive Fred Dixon said: “It is validating to see the strong bipartisan support for Brand USA and for the vital role of international tourism as a leading export industry and a major contributor to the US economy.”

 

US Travel Association president and chief executive Geoff Freeman said: “The Visit USA Act is a smart, bipartisan fix that ensures America competes on the global stage. 

 

“We have a once-in-a-generation opportunity to welcome the world - through the World Cup, America 250 and the Olympics - but that success depends on Brand USA having the resources to do its job. 

 

"Congress must act now to restore funding, attract international visitors and showcase the very best of America.” 

 

He thanked a group of senators for introducing the act and “recognising the vital role of Brand USA in driving international travel, supporting American jobs and strengthening the US economy. 

 

“With these events, we have the opportunity to attract nearly 40 million visitors and generate more than $100 billion in economic impact. Fully funding Brand USA will play an essential role in meeting this moment and attracting these visitors.” 

 

Caster said: “International tourism generates billions of dollars in economic activity and supports tens of thousands of jobs for hardworking Americans. 

“In Florida, our economy benefits when visitors from around the world visit our beautiful state. 

 

“A strong Brand USA means keeping Florida competitive, attracting new markets, and ensuring that the Sunshine State continues to shine on the world stage. 

 

“This bipartisan bill will help restore vital marketing capacity, expand economic opportunity, and keep Tampa Bay and communities across America open and welcoming to travellers who contribute to our shared success.” 

 

Bilirakis, co-chair of the travel and tourism caucus in Congress, said: “Fully funding Brand USA is not just smart policy, it’s economic stewardship. 

 

“Brand USA helps every corner of our country. When international travellers visit, they don’t just go to major cities - they travel to small towns, historic sites, and national parks. 

 

"Fully funding Brand USA means supporting jobs and growth in communities across Florida and nationwide. 

 

"Floridians understand that international tourism isn’t a luxury - it’s an economic necessity. By restoring full funding to Brand USA, we ensure more visitors come, more businesses benefit, and more communities thrive.”