Senate proposal threatens to cripple U.S. tourism marketing

U.S. Travel warns of industry-wide fallout from 80% cut to Brand USA funding ahead of FIFA 2026 and L.A. Olympics 2028

The U.S. Travel Association is sounding the alarm over a Senate proposal that would slash Brand USA’s funding by 80%—from $100 million to $20 million. Brand USA, the nation’s destination marketing organization, plays a critical role in promoting the U.S. as a travel destination globally. Industry leaders warn the proposed cuts would have damaging consequences not only for tourism promotion but for the broader U.S. economy, particularly in the lead-up to major global events like the 2026 FIFA World Cup and the 2028 L.A. Olympics.

Key takeaways

• Drastic funding cut proposed: A U.S. Senate committee has proposed cutting Brand USA’s funding from $100 million to $20 million annually—an 80% reduction.
• Industry backlash: The U.S. Travel Association has strongly opposed the proposal, warning it would harm the entire travel industry and diminish international marketing efforts.
• Economic impact cited: U.S. Travel highlights the sector’s vast contribution to the economy, including $2.9 trillion in output and over 15 million American jobs. Disney's U.S. theme parks alone generate $67 billion and support 400,000+ jobs globally.
• Leadership turmoil at Brand USA: In April 2025, five Brand USA board members were removed, including top tourism executives, signaling broader political tensions around the organization.
• Strategic timing: With major tourism-driven events on the horizon, industry leaders argue that underfunding Brand USA would be a strategic misstep for the U.S. economy.

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