Brand USA cut 12 roles, about 15% of its staff, and eliminated its TV network after its federal funding was cut from $100 million to $20 million for the 2026 fiscal year.
Brand USA CEO Fred Dixon had hinted earlier this summer that the budget reduction would "require a significant recalibration of our resources and programming."
Chris Heywood, spokesperson for the U.S. destination marketing organization, said the cuts are part of "a corporate reorganization that streamlines operations and combines departments to better align with current budget realities and strategic priorities. As part of this restructuring, approximately 15% of our workforce was reduced. This reorganization strengthens our operational efficiencies."
The cuts come amid a downturn in international arrivals to the U.S. The National Travel & Tourism Office's most recent overseas visitation numbers showed a 1.6% decline in overseas visitation this year through July, not including Canada. According to the Canadian government, the number of Canadians returning from the U.S. is down double digits in both air and land crossings.
Heywood said cutting GoUSA TV was part of a realignment of marketing investments to focus on high-impact initiatives and prioritize its new "America the Beautiful" platform and other strategic content solutions "that deliver stronger engagement and reach for promoting the nation to international audiences."
GoUSA TV streamed content meant to inspire international travelers to visit the USA on Roku, Apple TV and Amazon Fire.
Brand USA launched its "America the Beautiful" campaign in August, with Dixon saying the campaign will send "a clear message: the USA is open for business and ready to welcome legitimate international travelers. We're confident this effort will spark renewed interest and deepen connections with audiences around the world."
Despite the budget cuts, Heywood said Brand USA is "having very positive dialogue with the administration, and they are supportive, which makes us feel very positive about the future."