Poor Performance for Tourism

In 2025, the U.S. was the world’s worst year-over-year tourism performer among the major markets. DMOs across the country say Brand USA is needed more than ever to reverse that decline. They also say that funding cuts have hurt their destinations, because Brand USA has fewer dollars for partner campaigns.

Brand USA is operating on a sharply pared-down budget this year. The organization faces an uphill battle to get full funding restored when its eight-year Congressional authorization expires in September 2027.

Last year, federal matching funds were slashed from $100 million to $20 million. The organization’s total budget for the 2026 fiscal year was $157.8 million, down from $252 million the year before. Due to the funding cut, Brand USA eliminated 12 positions for a staff reduction of 15%, and eliminated its GoUSA TV network.

Uphill Battle in Congress

Travel Weekly reports: “In November, a bipartisan group of six senators introduced the Visit USA Act to restore the $100 million funding for Brand USA. The bill now has 14 co-sponsors: nine Democrats and five Republicans. President Trump’s 2027 fiscal year budget request also includes $100 million for Brand USA.

Nevertheless, it will be difficult to get the funding restored, said U.S. Travel’s Freeman.

“We have a couple of individuals in Congress who’ve long opposed a government program here. They’re in positions of power, and we’re doing everything we can to change that,” he said.

Among Brand USA’s established opponents is Ted Cruz (R-Texas), who chairs the Senate Committee on Commerce, Science and Transportation.”

Read more in Travel Weekly here.