VISIT USA Act Pumps $160 Million into Tourism Promotion within 30 Days

The newly proposed VISIT USA Act—officially the Vital Investment in Sustaining International Tourism to the USA Act—is short, sweet, and focused on one thing: giving the national tourism marketing organization, Brand USA, a massive financial boost. This bill mandates that the Treasury Secretary must transfer $160 million to Brand USA no later than 30 days after the bill becomes law (Sec. 2).

The Tourism Cash Infusion

Where does this cash come from? It’s not new taxpayer money. The $160 million is pulled from unobligated balances (money already collected but not yet spent) within the existing Travel Promotion Fund. This fund is primarily financed by fees collected from international travelers entering the country under the Visa Waiver Program (Sec. 2, Source of Funds). Think of it like taking money that was already sitting in a dedicated savings account for tourism and moving it into the checking account for immediate use in marketing campaigns.

This transfer is a big deal because it specifically bypasses the normal annual limits placed on how much money can be transferred from the Travel Promotion Fund to Brand USA (Sec. 2, Exceptions to Existing Law). Essentially, Congress is saying, “We need this money out the door and working for the tourism industry right now.” For anyone working in hospitality—from hotel managers to restaurant staff—this means a significant, immediate push to bring more international visitors (and their spending) stateside.

What $160 Million Buys

Brand USA uses these funds to run global marketing campaigns promoting the U.S. as a travel destination, often highlighting regions and attractions beyond the major gateway cities. If you run a small business dependent on tourist traffic—maybe a souvenir shop near a national park, or a regional tour operator—this $160 million translates directly into more eyeballs on the U.S., potentially leading to more bookings and more revenue. The goal is to make sure international travelers choose the U.S. over other destinations.

This legislation is relatively clean and avoids a lot of the implementation headaches often seen in complex bills. The funding source is clear, the amount is fixed, and the deadline is tight. The only real practical impact is that it draws down the reserve balance in the Travel Promotion Fund. However, since the money is coming from funds collected before October 1, 2025, and is specifically designated as unobligated, it shouldn't disrupt any current planned spending or services, focusing instead on activating dormant capital to stimulate the travel sector.