The proposed VISIT USA Act is gaining attention across the US hotel industry, as policymakers move to restore funding for Brand USA and increase international travel ahead of major global events.
The bipartisan bill, formally titled H.R. 6128/S.3220, was introduced in November 2025 and is designed to support inbound tourism during a critical period for the US travel sector.
The legislation focuses on rebuilding the budget of Brand USA, the country’s destination marketing organisation, which promotes the United States to international travellers.
Industry groups say the measure could help drive hotel demand, particularly as the country prepares to host events such as the 2026 FIFA World Cup and the 2028 Summer Olympics.
Funding plan for Brand USA
At the centre of the VISIT USA Act is a proposal to allocate $160 million from the Travel Promotion Fund to Brand USA for fiscal years 2026 and 2027. The fund is financed through ESTA fees paid by international visitors, rather than general taxation.
The move aims to reverse a significant reduction in funding that saw Brand USA’s annual budget fall from $100 million to $20 million in previous years. Restoring this funding is seen as critical to maintaining international marketing efforts in a competitive global travel market.
According to the bill text, the funding would allow Brand USA to expand campaigns in key overseas markets. This includes promoting US destinations, supporting travel trade partnerships, and improving visitor information services.
Hotel demand linked to inbound travel
For US hotels, the VISIT USA Act is closely tied to forecasts for international travel recovery. Industry data shows that overseas visitors tend to stay longer and spend more than domestic travellers, making them a key segment for hotel revenue.
The legislation is expected to support millions of additional international arrivals. Estimates linked to the proposal suggest it could sustain around 80,000 jobs annually and generate billions in economic impact.
Hotel operators are particularly focused on the timing. The next few years include several large-scale events expected to attract global audiences. These include the 250th anniversary of American independence in 2026, alongside major sporting events.
Industry representatives have stressed the importance of sustained promotion. One statement linked to the bill notes that restoring funding would help “ensure the United States remains competitive” as other countries increase their own tourism marketing budgets.
Broad industry and political backing
The VISIT USA Act has received support from both political parties and key travel industry organisations. It was introduced by members of Congress including representatives from Florida, a state with a strong tourism economy.
Trade bodies such as the US Travel Association have backed the measure, arguing that consistent funding is needed to rebuild inbound travel levels after recent disruptions.
Supporters describe the bill as a targeted intervention rather than a new spending programme, since it relies on existing visitor fees. “This approach does not use taxpayer dollars,” one summary of the legislation states, highlighting its funding structure.
As the bill moves through Congress, hotel groups and tourism stakeholders are watching closely. The outcome is likely to influence marketing activity, international visitor numbers, and hotel occupancy rates across the US in the coming years.
