by Lacey Pfalz
Last updated: 9:05 AM ET, Thu November 20, 2025
In a bid to restore funding to Brand USA, the nation’s destination marketing organization, ahead of critical world events like the 2026 FIFA World Cup, a bipartisan group in Congress has unveiled the VISIT USA Act on Wednesday, November 19.
The U.S. Travel Association celebrated the new bill, introduced by Senators Dan Sullivan (R-AK), Amy Klobuchar (D-MN), Shelley Moore Capito (R-WV) and Jacky Rosen (D-NV), and Representatives Gus Bilirakis (R-FL) and Kathy Castor (D-FL).
The bill would allocate funds generated from ESTA to continue funding Brand USA, which saw a major cut to funding earlier this year with the passage of the Trump Administration’s Big Beautiful Bill.
Brand USA has been partially funded by the travel industry and partially by ESTA fees in the past, earning $17 for every international traveler visiting the United States through the ESTA program—yet the bill changed that, cutting Brand USA’s funding by ESTA funds to just $20 million this year, an 80 percent funding cut.
A few months after the funding cut, Brand USA cut 15 percent of its workforce and ended GoUSA TV.
“As Co-Chair of the Travel and Tourism Caucus in the House, I understand that tourism is a powerful engine for communities large and small. It supports local businesses, fills hotels, and brings in tax dollars that fund schools, transportation, and public services,” said Congressman Gus Bilirakis.
“Fully funding Brand USA is not just smart policy, it’s economic stewardship,” Bilirakis continued. “Brand USA helps every corner of our country. When international travelers 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.”
The association predicts that the 2026 FIFA World Cup, America 250 and the 2028 Summer Olympics will generate over $100 billion in economic impact for the nation and welcome 40 million visitors—but critical to that future success is successful marketing and planning for it.
“The VISIT USA Act is a smart, bipartisan fix that ensures America competes on the global stage,” said Geoff Freeman, President and CEO of the U.S. Travel Association. “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.”
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