TORONTO — Could Brand USA recoup some of its lost funding?

The DMO took a massive hit in July 2025 when its budget was slashed, from US$100 million to $20 million, by the U.S. administration.

Then in September came word of layoffs, as part of a corporate reorganization, as Brand USA’s SVP, Public Relations & Chief Communications Officer, Chris Heywood, told Travelweek.

Now there’s new proposed legislation that could get some of Brand USA’s crucial funding back.

According to the U.S. Travel Association, the VISIT USA Act, introduced in Congress yesterday, would restore critical funding to Brand USA as the nation prepares to host a decade of global events including the 2026 FIFA World Cup, America 250 and the 2028 Summer Olympics.

The legislation would ensure Brand USA has the resources to promote the U.S. abroad, attract international visitors and deliver on the full economic promise of these historic events.

“The VISIT USA Act is a smart, bipartisan fix that ensures America competes on the global stage,” said U.S. Travel’s President and CEO, Geoff Freeman.

“We have a once-in-a-generation opportunity to welcome the world – through the World Cup, America 250 and the Olympics – but that success depends on Brand USA having the resources to do its job. Congress must act now to restore funding, attract international visitors and showcase the very best of America.”

U.S. Travel thanked U.S. Senators Dan Sullivan (R-AK), Amy Klobuchar (D-MN), Shelley Moore Capito (R-WV) and Jacky Rosen (D-NV) and Representatives Gus Bilirakis (R-FL) and Kathy Castor (D-FL) “for their leadership in introducing the VISIT USA Act and recognizing the vital role of Brand USA in driving international travel, supporting American jobs and strengthening the U.S. economy.”

The DMO added: “With these events, we have the opportunity to attract nearly 40 million visitors and generate more than $100 billion in economic impact. Fully funding Brand USA will play an essential role in meeting this moment and attracting these visitors.”