VISIT USA Act Authorizes $160 Million Boost for International Tourism Marketing

The newly proposed Vital Investment in Sustaining International Tourism to the USA Act, or the VISIT USA Act, is short, sweet, and focused on one thing: giving a big financial shot in the arm to the country’s international tourism marketing efforts. Specifically, this bill authorizes the transfer of $160,000,000 from the existing Travel Promotion Fund directly to Brand USA (the Corporation for Travel Promotion) within 30 days of the bill becoming law (Sec. 2).

The $160 Million Question: Where’s the Money Coming From?

This isn’t new money being printed; it’s a reallocation of funds already collected. The $160 million comes from unobligated balances in the Travel Promotion Fund, which is primarily funded by fees collected from international travelers entering the U.S. through the Visa Waiver Program. Think of it as moving savings from one designated account to another to pay for a big marketing push.

Why This Matters to Your Wallet and Your Town

When Brand USA gets this kind of cash, it uses it to run international marketing campaigns—think ads in London, Tokyo, and Berlin encouraging people to visit the U.S. This isn’t just about making the country look good; it’s about economics. Every international traveler who decides to visit spends money here—on hotels, restaurants, rental cars, theme parks, and gas stations. That spending supports local jobs, whether you’re a waiter in Orlando, a small business owner near a national park, or a construction worker building a new convention center. This $160 million is essentially seed money intended to boost the revenue stream for the entire U.S. travel and tourism sector.

Cutting the Red Tape for a Quick Cash Infusion

Normally, there are limits on how much money Brand USA can pull from the Travel Promotion Fund each year. The VISIT USA Act explicitly exempts this $160 million transfer from those usual maximum limits (Sec. 2). This is a procedural move to ensure the full amount can be transferred quickly without having to wait for future funding cycles. However, the bill keeps the standard rules in place for how Brand USA must spend the money, including the requirement that they match federal funds with private sector contributions and the rules governing how they can carry funds forward year-to-year. This means that while the infusion is large and fast, the spending rules remain accountable.