Brand USA to Restore $100M Funding Post-Shutdown

US lawmakers have introduced the “Visit USA Act” bill, aimed at restoring Brand USA’s annual federal funds to $100 million.

This proposal comes after the agency suffered an 80 percent funding cut under the “Big Beautiful Bill,” a sweeping tax and spending package passed by Congress in July 2025. As a result, Brand USA’s federal match dropped from $100 million to just $20 million.

The situation created the longest funding gap in the organization’s history, which forced it to halt or scale back major marketing initiatives throughout the year.

Created in 2012, Brand USA focuses on destination marketing of the US and relies on federal funds.

Restoring Brand USA’s funding is crucial for successfully promoting US tourism ahead of major upcoming global events like the 2026 FIFA World Cup and the 2028 Summer Olympics, which are expected to bring millions of international visitors to the country.

The introduction of the Visit USA Act closely followed the end of the 2025 government shutdown, which began on October 1, 2025, after Congress failed to reach an agreement on federal spending for the new fiscal year.

Once the government finally reopened in November, one of the legislations restored Brand USA’s funding and allowed the agency to restart its stalled international marketing efforts.

Photo by Steven Abraham on Unsplash