The U.S. travel and tourism industry is facing a moment of crisis following a proposal by the Senate Commerce Committee to slash funding for Brand USA—from $100 million to just $20 million. The drastic reduction, outlined in a new Republican budget plan, has raised serious concerns among travel leaders and stakeholders who warn of dire consequences for one of the nation’s most vital economic sectors.

Brand USA, the public-private partnership created by Congress in 2010 to promote the United States as a premier international travel destination, plays a critical role in driving international tourism. The organization’s efforts generate significant economic returns, helping support a $2.9 trillion travel economy and more than 15 million American jobs.

“This proposed 80% cut is not just a budgetary adjustment—it’s a direct threat to the competitiveness of the U.S. in the global tourism market,” said a source familiar with Brand USA’s operations. “Such a drastic reduction would virtually eliminate our ability to advertise and promote the United States overseas.”

The recommendation comes as part of the broader budget reconciliation process led by Senator Ted Cruz (R-Texas), chairman of the Senate Commerce, Science & Transportation Committee. The move would not only slash direct funding to Brand USA but also impact the matching contributions it receives from the travel industry, further compounding the damage.

If approved, the cut would result in:

• The shutdown of major international marketing campaigns.
• Significant downsizing of staff and on-the-ground operations.
• A weakened presence for the U.S. in the fiercely competitive global tourism landscape.

Industry leaders are urging Congress to honor the $100 million proposed by President Biden in his 2025 budget and restore full funding for Brand USA. They warn that any failure to do so could result in billions of dollars in lost tourism revenue, especially at a time when international travel is rebounding and global competition for visitors is fierce.

“Congress must act now,” said one advocate. “This is not just about promoting landmarks—this is about protecting jobs, boosting small businesses, and supporting a critical pillar of the American economy.”

Brand USA has long faced threats of budget cuts, but this latest proposal is one of the most severe in its history. As the industry rallies in defense, the outcome of this funding battle will shape the future of U.S. travel marketing for years to come.