Legislation introduced in the United States Congress seeks to reinstate funding for Brand USA, the nation’s primary destination marketing organisation, at a time when global events are expected to drive significant international tourism and hotel demand.
The bill, known as the VISIT USA Act, would authorise the transfer of funds to Brand USA from a federal travel promotion pool, restoring the organisation’s capacity to market the U.S. abroad and support travel industry growth.
Background: what the VISIT USA Act proposes
The VISIT USA Act (H.R.6128) was introduced in the 119th Congress by bipartisan members of the U.S. House of Representatives and referred to the House Committee on Energy and Commerce in November 2025.
Under the proposed legislation, the Secretary of the Treasury would transfer $160 million from the Travel Promotion Fund to Brand USA.
Brand USA was created under the 2009 Travel Promotion Act as a public-private partnership designed to boost inbound tourism to the United States.
The bill’s sponsors say it would allow the organisation to promote the country’s tourism sector ahead of major global events including the 2026 FIFA World Cup, America’s 250th anniversary celebrations, and the 2028 Summer Olympics.
The legislation has drawn support from a coalition of lawmakers in both the House and Senate.
On the Senate side, press releases from members of the Senate Commerce, Science and Transportation Committee echoed the need to strengthen the U.S. tourism economy and support the thousands of small businesses connected to travel and hospitality.
Industry response and economic implications
The U.S. Travel Association, a national trade body representing the travel industry, issued a statement welcoming the introduction of the VISIT USA Act.
Association leaders highlighted that fully funding Brand USA would help the US compete globally for international visitors, which they argue could generate substantial economic impact without drawing on general taxpayer funds.
US Travel pointed to projections that the combination of upcoming global events could attract up to 40 million visitors and generate more than $100 billion in economic activity.
The organisation said restoring Brand USA’s marketing budget is vital to supporting these outcomes and sustaining demand for hotels and other travel-related services.
Industry stakeholders beyond US Travel have also voiced support.
Travel and hospitality groups such as the Alaska Travel Industry Association and Visit Anchorage have joined calls for the legislation, framing it as essential to maintaining international hotel bookings and broader tourism growth.
Potential impact on global hotel demand and travel trade
Restoring Brand USA’s funding could have direct implications for the hotel sector, particularly for international visitors whose bookings are influenced by destination marketing campaigns.
Brand USA traditionally uses a mix of non-federal contributions from the travel and hospitality industry alongside surplus visa fee revenues to fund promotional activity, with an emphasis on increasing overseas tourism.
Supporters of the VISIT USA Act contend that enhanced destination marketing can help reverse recent declines in international travel demand, which have at times lagged expectations in certain U.S. hotel markets.
By investing in global promotion ahead of landmark events, lawmakers and industry bodies hope to boost hotel occupancy rates, average daily rates, and overall inbound travel revenue.
As the bill continues through committee review, hotel operators, travel trade associations and international tourism partners will be monitoring developments closely to assess how changes to Brand USA’s funding might shape travel flows in the coming years.
