A U.S. Senate committee has proposed cutting Brand USA’s annual funding from $100 million to just $20 million — a severe cut that, if it became law, would drastically limit the organization’s ability to promote the U.S. internationally as a tourism destination.

A Senate committee has proposed slashing Brand USA funding from $100 million to $20 million annually.
The funding cut would drastically reduce Brand USA capacity to market the U.S. as a travel destination abroad.
The U.S. Travel Association is urging the travel industry to oppose the proposal due to its potential industry-wide impact.

The $80 million funding cut, which would trigger a similar cut in matching contributions from the travel industry, would limit the ability of Brand USA to carry out marketing campaigns internationally, and would lead to severe chops to staffing and operations. In addition to Washington, D.C., Brand USA maintains several offices overseas in key tourism source markets.

Industry groups, including the U.S. Travel Association, have voiced strong opposition, warning of severe ramifications for the entire travel sector and calling for increased advocacy against the measure, sharing the following call to action:

The U.S. is on the brink of a mega-decade of events with the 2026 FIFA World Cup, America’s 250th anniversary and the 2028 Olympics. This could bring 40 million international visitors and nearly $100 billion to our economy.

To seize this opportunity, Senators must:
▪️ Preserve $100 million in annual funding for Brand USA
▪️ Modernize air travel by supporting $4.1 billion to hire and train more CBP staff to speed up airport processing and enhance security
▪️ Support Air Traffic Control modernization—technology, infrastructure and workforce
▪️ Invest in biometric entry-exit systems for safer, smoother travel
▪️ Back critical funding for communities hosting the 2026 FIFA World Cup and the 2028 Olympics

This is urgent—contact your Senator by end of day: https://lnkd.in/eyFRUPWX