Brand USA 15% Staff Layoffs After 80% Federal Funding Cuts

Brand USA, the US’s official destination marketing organization, has laid off 15 percent of its staff across multiple departments.

The organization has long depended on federal support to sustain its operations. However, in July 2025, Brand USA experienced an 80 percent cut in funding as part of the “Big Beautiful Bill” tax and spending law.

As part of the restructuring strategy, Brand USA also shut down GoUSA TV, its travel network promoting inbound tourism via platforms such as Roku and Apple TV.

Brand USA has played a critical role in US tourism marketing, especially in recovering the sector after the COVID-19 pandemic. The funding cut and consequent downsizing may affect international marketing campaigns, potentially impacting visitor numbers and related economic benefits.

Photo by Pedro Lastra on Unsplash