Back in June, we flagged that federal funding for Brand USA had been slashed from $100 million to $20 million, and this is right before the U.S. is set to host the World Cup, America’s 250th, and the 2028 Olympics.
Now, a bipartisan group in Congress is trying to fix it. The VISIT USA Act would fully restore funding for fiscal years 2026 and 2027 using surplus visa fee revenue (not taxpayer dollars). The bill has support from both parties, multiple states, and a tourism industry that knows global demand doesn’t generate itself. Right now, the U.S. is coming across as unwelcoming: confusing entry rules, rising fees, increased border scrutiny, and even worse. If we want to stay competitive, we need to actively counter that perception and make it easier for international visitors to choose us.
