Photo Credit: Brand USA’s fall 2025 advertising campaign seen at a baggage carousel at London’s Heathrow Airport. Skift
A one-time $250 million boost from Congress let Brand USA operate with a nearly fully funded budget after a dramatic cut to federal funding — but that extra funding is about to run dry.
LinkedIn X Facebook Email Gift What are the chances the Visit USA Act passes and restores the $100 million federal match? What would happen to Brand USA's operations and campaigns if Congress fails to reauthorize funding before the September 2027 sunset? How could a leaner Brand USA budget affect U.S. readiness for the 2028 LA Olympics and the goal of 100 million international visitors by 2030? Select a question above or ask something else
A $250 million injection that propped up Brand USA’s post-Covid spending is starting to wind down, leaving the nation’s tourism marketing arm bracing for the full brunt of last year’s federal funding cuts.
A one-time funding boost from 2022 has helped Brand USA operate with a nearly fully funded budget, despite a subsequent federal funding reduction that erased as much as $80 million from its annual budget. The organization said it plans to spend $158 million in fiscal 2026 and $165 million in fiscal 2027, which kicks off next month — figures roughly in-line with pre-pandemic annual spending outlined in tax filings.
After a $114.1 million drawdown, Brand USA expects to end September 2027 with cash reserves closer to $51 million, with most of that meant to remain untouched in case of emergency. With fewer dollars flowing in from federal funding and partner contributions, the organization face
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