New Bill Aims to Restore Brand USA Funding Cuts

New congressional legislation seeks to restore 2026 funding for Brand USA, reversing cuts to America's destination marketing organization.

Bipartisan legislation has been introduced in Congress to fully restore the 2026 funding for Brand USA, the nation's public-private destination marketing organization, reversing a significant cut enacted earlier this year. This move aims to reclaim America's competitive edge in the global tourism marketing arena, where rivals like the EU and Australia have been outspending the US for years. The proposed restoration directly addresses alarms from the US Travel Association that the initial cut would lead to a loss of millions of international visitors and billions in travel revenue, putting over 50,000 American jobs at risk.

This legislative push starkly contrasts with the short-sightedness of the initial cut, highlighting a fundamental debate over the role of government in driving economic growth. Proponents argue that destination marketing is not an expense but a critical investment with a proven ROI, generating $25 in total spending for every $1 invested. The battle is not between parties, but between pragmatic lawmakers who understand the economic impact of tourism and ideologues who view any promotional spending as wasteful, demonstrating that data-driven advocacy is what ultimately delivers for the industry.

For executives in hospitality, aviation, and retail, this bill is a critical test of the industry's political influence. Its passage is essential for sector recovery and long-term competitiveness, especially as international travel fully rebounds. The forward-looking insight is clear: the volatility of Brand USA's funding underscores a systemic vulnerability. The smartest industry players will now accelerate investments in building direct international demand and forging deeper public-private partnerships to create a more resilient tourism economy less dependent on the political winds of Washington.