Brand USA

What is Brand USA?

Brand USA is the nation’s official destination marketing organization, created under the bipartisan Travel Promotion Act of 2009 to promote the U.S. to global travelers. 

• Increases international visitation to the U.S. and strengthens America’s image abroad 

• Communicates official visa and entry information 

• Funded entirely by industry contributions and ESTA fees paid by international visitors—not U.S. taxpayers 

• Delivers strong returns—more than $24 in visitor spending for every $1 invested 

Why Brand USA Matters Now

The U.S. is entering a decade of global events that carry major economic potential. 

• Upcoming events, including the 2026 FIFA World Cup, America 250 and the 2028 Olympics could bring 40 million visitors and nearly $100 billion in economic impact 

• International visitation is still below pre-pandemic levels, and increased visa fees add new cost pressures, deterring travelers 

• A weakening international travel recovery threatens tens of thousands of American jobs and adds to America’s $50 billion travel trade deficit 

The Challenge 

Recent federal action significantly reduced Brand USA’s funding. 

• The One Big Beautiful Bill Act cut Brand USA’s federal match from up to $100 million annually to just $20 million 

• This threatens the program’s ability to market the U.S. at the scale required for upcoming events 

• This cut directly conflicts with the administration’s goals for increasing international visitation for upcoming major events 

The Solution: Support the VISIT USA Act 

• The VISIT USA Act restores Brand USA’s capacity using funds already collected for this purpose. 

• Transfers $160 million in surplus Travel Promotion Fund dollars (from ESTA fees) to Brand USA across FY26–FY27 

• Requires Brand USA to provide dollar-for-dollar industry-matching contributions 

• Uses no American taxpayer dollars 

U.S. Travel’s Position 

U.S. Travel is committed to ensuring Brand USA remains fully funded and able to maximize the economic potential of the historic events ahead. A strong Brand USA is essential to strengthening travel exports, supporting communities nationwide and showcasing the best of America.