Legislation introduced Wednesday in Congress would restore the 2026 funding that earlier this year was cut to Brand USA, the U.S.'s destination marketing organization.
The VISIT USA Act was introduced by two U.S. Representatives from Florida, Democrat Kathy Castor and Republican Gus Bilirakis, and would reinstate Brand USA's funding by allocating fees from the Visa Waiver Program's inbound authorization program, or ESTA, to Brand USA.
Brand USA CEO Fred Dixon said it was "validating to see 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 U.S. economy."
Brand USA has always operated through a public-private partnership model, funded by private contributions from the travel and hospitality industry and matched by a portion of the ESTA fees paid by Visa Waiver Program visitors. The 2026 budget passed this summer slashed that maximum match amount by 80%, from $100 million to $20 million.
Geoff Freeman, CEO of the U.S. Travel Association, praised the VISIT USA Act, calling it 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," Freeman said. "Congress must act now to restore funding, attract international visitors and showcase the very best of America."
Bilirakis said in a statement that "tourism is a powerful engine for communities large and small... 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."