Brand USA is facing a challenging year, as Congress has slashed its federal funding from $100m to $20m. As it stands, international visits to the US are already below pre-Covid levels – but spokespersons for Brand USA are hopeful that new funding opportunities will arrive.
The 80% cut will force the US tourism marketing body into a “significant recalibration of resources and programming”, chief executive Fred Dixon said. He expressed hope, however, that the matching funds could be restored in future appropriations.
“While we are disappointed with the reduction from $100m to $20m in federal matching funds in Congress’ budget reconciliation bill, Brand USA remains committed to our mission and looks forward to opportunities for funding restoration in the future,” Dixon said.
The organisation reports that it is in “deep dialogue with every level of the administration” and takes confidence in President Trump’s request for Brand USA’s full funding in fiscal year 2026.
The timing compounds existing challenges. International visits to the US are still below pre-Covid levels throughout 2025 despite major events approaching in 2026, including America250 and the FIFA World Cup.
Brand USA, established in 2010, has attracted an additional 8.7m visitors over the past decade who spent nearly $29bn in the United States. The organisation operates without cost to taxpayers, generating $8.3bn in tax receipts and reportedly returning $20 to the US economy for every dollar spent.
Dixon thanked the industry for their “unwavering support of Brand USA throughout this entire process”.
