The VISIT USA Act: Restoring Critical Funding for Global Tourism Growth

The VISIT USA Act, introduced to the U.S. Congress on November 19, 2025, stands to revolutionize the landscape of U.S. tourism. This transformative legislation is designed to restore full funding to Brand USA, the public-private entity tasked with marketing the United States to international travelers. With significant global events such as the 2026 FIFA World Cup, America 250, and the 2028 Summer Olympics on the horizon, the enactment of this Act is pivotal in attracting millions of visitors while fostering substantial economic impact across the nation.

A Sustainable Funding Model

A key element of the VISIT USA Act is its innovative funding structure. It proposes that Brand USA will no longer heavily rely on U.S. taxpayer dollars. Instead, the funding will shift to a fee structure linked to the Visa Waiver Program’s Electronic System for Travel Authorization (ESTA). This approach ensures that international marketing efforts can continue robustly without straining the U.S. government’s general budget.

Seizing a Critical Moment for U.S. Travel

As the United States prepares to host several major international events, the introduction of the VISIT USA Act arrives at a crucial juncture. The country is gearing up to welcome millions of international visitors, which has the potential to generate over USD 100 billion in economic impact. Events like the FIFA World Cup, America 250, and the Olympics offer a unique opportunity to showcase the diverse attractions that the U.S. has to offer, from bustling metropolises to quaint rural towns.

By fully funding Brand USA, the United States can leverage this momentum to solidify its standing as a premier global travel destination. The Act is essential in ensuring that travelers are drawn to various U.S. locales, including both well-known cities and hidden gems across the country.

Impact on International Travel Initiatives

The VISIT USA Act will empower Brand USA with much-needed resources to continue its mission of promoting U.S. tourism in global markets. Since its inception, Brand USA has successfully attracted millions of visitors annually, significantly contributing to the national economy. With the Act’s passage, the organization can further develop campaigns that highlight U.S. cities and unique attractions to international tourists.

Supported by bipartisan alliances, the Act has gained traction among notable political figures. Senators such as Dan Sullivan (R-AK) and Amy Klobuchar (D-MN), alongside Representatives Gus Bilirakis (R-FL) and Kathy Castor (D-FL), recognize the importance of international travel as a vital element of the U.S. economy. Their support signals a promising direction for tourism growth.

Brand USA: A Vital Asset for Tourism

With the VISIT USA Act in effect, Brand USA is set to receive a consistent flow of funding, enabling it to fulfill its mission without depending on taxpayer contributions. The legislation aims to restore funding levels that had seen substantial reductions in recent years, leaving the organization with only USD 20 million in federal support, a stark contrast to the USD 100 million previously allocated.

A fully-funded Brand USA will enhance the U.S. ability to compete in an increasingly global tourism market. By regaining complete funding, the organization can access untapped markets and focus on emerging tourism segments, such as eco-tourism, luxury travel, and adventure tourism, all of which represent growing interests among international travelers.

Strengthening U.S. Tourism through Global Events

The VISIT USA Act is not just a funding initiative; it’s a strategic move to reinvigorate tourism marketing in the U.S. and maximize the opportunities presented by upcoming global events. With Brand USA back to its full funding capacity, the United States is better positioned to enhance its presence in key international tourism markets, attract millions of visitors, and drive significant economic returns.

As the country prepares for the impending FIFA World Cup, America 250, and the Olympic Games, the VISIT USA Act equips stakeholders with the resources necessary to convert these landmark events into lasting tourism growth. The act also emphasizes the essential role of international tourism in bolstering the U.S. economy while reinforcing the country’s global reputation as a top travel destination.

The VISIT USA Act represents a proactive and strategic approach to rejuvenating U.S. tourism, setting the stage for a new era in attracting global visitors and promoting the diverse culture and attractions that define the American experience.