New legislation seeks to reinstate Brand USA’s funding ahead of World Cup

Michael Pihach

11-20-2025 7:24 am

Michael Pihach

Michael Pihach is an award-winning journalist with a keen interest in digital storytelling. In addition to PAX, Michael has also written for CBC Life, Ryerson University Magazine, IN Magazine, and DailyXtra.ca. Michael joins PAX after years of working at popular Canadian television shows, such as Steven and Chris, The Goods and The Marilyn Denis Show.

U.S. lawmakers unveiled a bill Wednesday (Nov. 19) aimed at restoring funding for Brand USA in advance of major tourism events, including the 2026 World Cup and the 2028 Summer Olympics.

The proposal, called the “Visit USA Act,” would allow the nation’s destination marketing organization to receive as much as $100 million in federal matching funds annually.

The Act aims to restore Brand USA’s funding by directing the full share of Visa Waiver Program Electronic System for Travel Authorization (ESTA) fees back to the association.

Brand USA previously saw its federal support cut by 80 per cent under this summer’s budget law, which limited funding to $20 million.

In the wake of those cuts, the organization laid off 15 per cent of its workforce and discontinued GoUSA TV, its advertising-supported streaming channel used to promote travel to the United States.

The lawmakers behind the “Visit USA Act” argue that strong funding is crucial as the country prepares for major tourism draws, including the World Cup—set to take place across 11 U.S. cities beginning in June—and the 2028 Summer Olympics in Los Angeles.

“Fully funding Brand USA is not just smart policy, it’s economic stewardship,” Florida-based Congressman Gus Bilirakis wrote in a press release. “Brand USA helps every corner of our country. When international travelers visit, they don’t just go to major cities—they travel to small towns, historic sites, and national parks....By restoring full funding to Brand USA, we ensure more visitors come, more businesses benefit, and more communities thrive.”

Miami, in particular, is one of 16 cities that will host World Cup matches in 2026.

The U.S. Travel Association also sounded off on the news.

“We have a once-in-a-generation opportunity to welcome the world — through the World Cup, America 250 and the Olympics — but that success depends on Brand USA having the resources to do its job,” said Geoff Freeman, president and CEO of the U.S. Travel Association, in a statement.

Canada still a "vitally important market"

In Canada, Brand USA concluded its Canada Connect 2025 series in the spring with nearly 1,000 appointments across five cities.

The multi-city initiative was held to strengthen ties between U.S. tourism organizations and Canadian travel professionals.

It included events in Toronto and Montreal from April 28 to May 1, and in Calgary, Edmonton and Vancouver from May 20 to 22.

It’s widely known that fewer Canadians are travelling to the U.S. these days as President Donald Trump clashes with Canada over tariffs and annexation threats.

The weak Canadian dollar and widespread media coverage of border security incidents and national travel advisories have further contributed to a negative image of the U.S. abroad.

At a Discover America Canada webinar in October, Jackie Ennis, vice president, global trade development at Brand USA, acknowledged the downturn in visitors from Canada, but offered some perspective.

“Even with a 20 per cent decline, there are still 16 million [Canadians] travelling to the U.S. Those travellers that have come to the U.S. over the last several months, I think they felt very welcomed by the places they visited…Canada is still a vitally important market to inbound travel into the United States.”

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