Congress just slashed Brand USA’s federal matching funds from $100 million to $20 million. That’s an 80% haircut for the agency tasked with convincing the world to visit a country many are now actively avoiding.
Here’s the kicker, international visitors are ghosting the U.S.. Canadian travel to the U.S. dropped 38% in May. Germany’s down 29%, the UK 15%, and Western Europe overall fell 17%. May’s international arrivals were only 86% of 2019 levels, and in June down to 80%.
So… Congress is gutting marketing while fewer people want to come, thanks to tariffs, border hassles, and what some are calling “The Trump Effect.” Whether the issues are real or just perceived, it’s what people are hearing and seeing in the news. This is exactly when you double down on marketing, not cut it.
And as we all know here in Hawaiʻi, this is impacting us as well. Japanese are hovering around 50% of pre-pandemic levels. And losses in our core international markets, like Canada, will have a big impact. HTA has pointed out that many travelers still view Hawaiʻi as distinct from the continental U.S., which gives us a bit of a halo effect. If only we had a well-funded, well-run organization, say, one created specifically to market Hawaiʻi, that could help remind the world why we’re worth the trip.
Canadians are ghosting the U.S.
Europe’s not feeling it either
Brand USA fights for its life
