WASHINGTON, D.C. — In a monumental move aimed at revitalizing the American tourism sector, Senators Shelley Moore Capito (R-W.Va.), Dan Sullivan (R-Alaska), Amy Klobuchar (D-Minn.), and Jacky Rosen (D-Nev.)—all key members of the Senate Commerce, Science and Transportation Committee—have introduced the Vital Investment in Sustaining International Tourism to the USA (VISIT USA) Act. The crux of this legislation is a call to fully restore funding for Brand USA in Fiscal Years (FY) 2026 and 2027, ensuring that the United States remains a top choice for international travelers.
Understanding Brand USA
Brand USA is a public-private partnership with a singular purpose: to position America as a premier international travel destination. This initiative effectively communicates U.S. visa and entry policies to potential visitors abroad, making it easier for them to plan their trips. With the new VISIT USA Act, Brand USA is set to receive the financial backing it requires to mount an aggressive marketing campaign aimed at global tourists, especially in light of several high-profile events on the horizon.
Major Events on the Horizon
The restoration of Brand USA’s funding coincides with America gearing up to host several significant international events. Notably, the country will celebrate the 250th anniversary of its independence, welcome global soccer fans for the FIFA World Cup, and prepare for thousands of athletes and fans at the 2028 Olympic Games in Los Angeles. These occasions present an unprecedented opportunity to showcase the diverse attractions and experiences that the United States has to offer.
The Economic Impact
Tourism serves as a vital economic driver not just for major metropolitan areas but also for rural communities, including West Virginia, where Senator Capito hails from. The VISIT USA Act aims to strengthen America’s ability to attract tourists, thereby supporting local jobs and small businesses. Senator Capito emphasized the need for the U.S. to put its “best foot forward,” recognizing that international tourism can be a game-changer for state economies.
Bipartisan Support
The bipartisan nature of this initiative reflects a shared understanding of the significant benefits that international tourism brings. Senator Sullivan remarked on the U.S. being the third most visited country in the world, highlighting the potential for growth. As we prepare for these once-in-a-generation events, the need for a robust marketing strategy through Brand USA has never been more critical.
Job Creation and Visitor Statistics
According to Senator Klobuchar, travel and tourism contribute greatly to economic growth, not just in Minnesota but across the United States. The proposed funding will support an estimated additional 1.6 million visitors annually, leading to $6 billion in spending and the creation of nearly 80,000 jobs—completely funded without taxpayer dollars. This is a tangible reflection of how federal investment can translate into real-world benefits for everyday Americans.
Highlighting Unique Destinations
Senator Rosen pointed out that destinations like Nevada offer a wealth of attractions, from vibrant entertainment to stunning National Parks. She expressed pride in supporting the VISIT USA Act, emphasizing the importance of international tourism for state economies. With visitor numbers currently lower than desired, the urgency to encourage more tourists to explore the U.S. is evident.
The Voices of Industry Leaders
The significance of this legislation reverberates beyond the halls of Congress. Industry leaders, like Geoff Freeman, president and CEO of the U.S. Travel Association, have voiced strong support. He emphasized that the upcoming global events present a pivotal opportunity for the U.S. to capture international attention. By restoring funding to Brand USA, Congress can help stimulate job growth and raise the profile of the United States on the world stage.
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