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Brand USA's Covid-Era Funding Windfall Is Running Thin

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Brand USA's marketing budget directly shapes U.S. inbound tourism promotion; shrinking funds could weaken outreach to overseas business and leisure travelers, affecting demand for U.S. travel and related industry revenue.

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9月20日
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    Brand USA's Covid-Era Funding Windfall Is Running Thin

    Brand USA, the U.S. tourism marketing organization, received a one-time $250 million injection from Congress in 2022 that allowed it to operate with a nearly fully funded budget after a dramatic federal funding cut. It plans to spend $158 million in fiscal 2026 and $165 million in fiscal 2027, roughly in line with pre-pandemic levels. After a $114.1 million drawdown, it expects cash reserves near $51 million by end-September 2027, most of which is meant to remain untouched for emergencies, leaving fiscal 2028 uncertain.