Wednesday, June 11, 2025
The U.S. Travel Association has issued a strong response to the U.S. Senate’s proposed cuts to Brand USA’s funding, expressing significant concern over the potential consequences for the broader travel industry. The proposal, put forward by the Senate Commerce Committee, suggests a drastic reduction in Brand USA’s budget, cutting it by 80%, from the current $100 million to just $20 million. This reduction, according to the U.S. Travel Association, poses a severe risk to the effectiveness of destination marketing and could have far-reaching effects on the U.S. travel sector.
Economic Impact of Brand USA’s Funding Cuts
The U.S. Travel Association strongly criticized the proposal, emphasizing the importance of the travel sector in driving the U.S. economy. The travel industry contributes a massive $2.9 trillion to the nation’s GDP and supports over 15 million jobs. A cut of this magnitude to Brand USA’s funding would be a significant blow to the industry’s economic vitality, as the organization plays a vital role in promoting the U.S. as a premier travel destination.
For example, Walt Disney’s U.S. theme parks alone generate $67 billion annually and support over 400,000 jobs worldwide. These figures underscore the critical role of tourism in the U.S. economy, highlighting the importance of continued investment in destination marketing. The U.S. Travel Association believes that Brand USA is central to maintaining the country’s position in the global tourism market, helping to attract millions of international visitors each year and supporting a significant portion of the economy.
Brand USA’s Role in Promoting U.S. Tourism
Brand USA serves as the official tourism marketing organization for the United States. Its mission is to showcase the diversity of U.S. destinations to international travelers, helping drive global demand for U.S. tourism. Over the years, Brand USA has been instrumental in building awareness and increasing visitation to U.S. destinations. Its marketing campaigns highlight the unique attractions, cultural offerings, and diverse landscapes across the country.
If the proposed cuts go through, Brand USA may struggle to effectively compete in the global tourism market. With reduced funding, the organization could find itself unable to keep pace with other countries that continue to heavily invest in tourism promotion. As the travel industry recovers from the COVID-19 pandemic, strong marketing and promotion strategies are more important than ever to maintain global tourism competitiveness.
Brand USA Faces Continued Struggles with Government Relations
This is not the first time Brand USA has encountered challenges from the U.S. government. Earlier in 2025, five key members of the Brand USA board were removed from their positions. Notable figures such as Elliott Ferguson, President & CEO of Destination DC, and Tim Mapes, SVP & Chief Communications Officer at Delta Air Lines, were among those dismissed. These removals signaled ongoing tensions between the tourism sector and the government leadership.
The U.S. Travel Association criticized these board member dismissals as part of a broader trend of reducing support for the U.S. tourism sector. The association has publicly expressed frustration with how the U.S. government has treated Brand USA, urging legislators to recognize the economic importance of tourism marketing. It is clear that the travel industry feels that Brand USA’s marketing efforts are essential to the success and growth of the tourism sector, and that cutting its funding will undermine the progress that has been made.
The Urgency of Full Funding for Brand USA
The U.S. Travel Association is calling for immediate action to ensure that Brand USA receives the necessary funding to continue promoting U.S. destinations effectively. The association emphasized the importance of maintaining a strong marketing presence, especially with major events like the 2026 FIFA World Cup and the 2028 Los Angeles Olympics on the horizon. These events represent huge opportunities to boost U.S. tourism and solidify the country’s position as a top travel destination.
Without adequate funding, Brand USA will struggle to capitalize on the potential economic benefits these events could bring. The travel industry is still recovering from the pandemic, and the U.S. Travel Association believes that cutting funding for Brand USA now would delay the full recovery of the tourism sector and could harm the country’s ability to attract international visitors.
Advocacy for Full Support of Brand USA’s Mission
As budget reconciliation progresses, the U.S. Travel Association is urging all sectors of the travel industry to unite in advocating for full funding for Brand USA. The association has launched a campaign to gather support letters from industry professionals and organizations, calling on Congress and the White House to ensure that Brand USA has the resources it needs to continue its work. By mobilizing the tourism industry, the U.S. Travel Association hopes to influence lawmakers to prioritize tourism marketing and maintain strong funding for Brand USA.
The advocacy campaign emphasizes that cutting Brand USA’s budget would not only hurt the tourism industry but also harm the U.S. economy. With tourism being one of the largest job creators in the U.S., reducing Brand USA’s funding would jeopardize millions of jobs and limit future opportunities for economic growth.
Industry Leaders Uniting for Brand USA
In light of the proposed funding cuts, the U.S. Travel Association is calling on industry leaders—including hotels, airlines, tourism boards, and other key players in the travel sector—to unite and advocate for increased investment in tourism marketing. The association believes that by coming together, the industry can effectively influence the decision-making process and ensure that Brand USA receives the support it needs to continue promoting the U.S. as a global tourism leader.
The message from the U.S. Travel Association is clear: tourism marketing is a crucial tool for maintaining the U.S. travel sector’s competitiveness. If Brand USA’s funding is slashed, it will be harder for the U.S. to showcase its diverse destinations and attract the millions of international visitors who are essential to the country’s economic success.
Conclusion: Protecting the U.S. Tourism Industry’s Future
The proposed 80% cut to Brand USA’s funding represents a significant threat to the long-term viability of the U.S. travel industry. The U.S. Travel Association is committed to advocating for full funding for Brand USA, recognizing its essential role in driving global tourism and supporting the U.S. economy.
As global events like the 2026 FIFA World Cup and the 2028 Los Angeles Olympics approach, the importance of investing in tourism marketing has never been clearer. The U.S. must maintain its position as a premier travel destination, and ensuring that Brand USA is properly funded is critical to the success of this goal.
By working together, industry leaders and lawmakers can ensure that Brand USA remains a key driver of economic growth, job creation, and international engagement, helping the U.S. tourism industry recover and thrive in the years ahead.
