WASHINGTON, D.C. - Today, U.S. Representatives Kathy Castor (D-FL) and Gus Bilirakis (R-FL) introduced legislation to fully fund Brand USA, the nation’s public–private destination marketing organization, restoring its capacity to attract international visitors and strengthen the U.S. economy. The bill, titled the VISIT USA Act, would reinstate support by fully allocating Visa Waiver Program Electronic System for Travel Authorization (ESTA) fees, ensuring that Brand USA can continue its proven mission of promoting the United States as a premier global travel destination. Brand USA operates through a public–private partnership model, funded by nonfederal contributions from the travel and hospitality industry and matched by a portion of ESTA fees paid by international visitors—not by general taxpayer dollars.

“International tourism generates billions of dollars in economic activity and supports tens of thousands of jobs for hardworking Americans. In Florida, our economy benefits when visitors from around the world visit our beautiful state,” said Rep. Kathy Castor. “Across the Tampa Bay area, international travel sustains good-paying jobs, supports our small businesses and strengthens our ports and airports. From our world-class beaches and cultural institutions to our vibrant food, sports and natural areas, international tourism powers our economy. A strong Brand USA means keeping Florida competitive, attracting new markets, and ensuring that the Sunshine State continues to shine on the world stage. This bipartisan bill will help restore vital marketing capacity, expand economic opportunity, and keep Tampa Bay and communities across America open and welcoming to travelers who contribute to our shared success. I thank my partner Rep. Bilirakis for leading the effort.”

“As Co-Chair of the Travel and Tourism Caucus in the House, I understand that tourism is a powerful engine for communities large and small. It supports local businesses, fills hotels, and brings in tax dollars that fund schools, transportation, and public services,” said Congressman Gus Bilirakis. “Fully funding Brand USA is not just smart policy, it’s economic stewardship. 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. Fully funding Brand USA means supporting jobs and growth in communities across Florida and nationwide. Floridians understand that international tourism isn’t a luxury—it’s an economic necessity. By restoring full funding to Brand USA, we ensure more visitors come, more businesses benefit, and more communities thrive.”

International travel generates billions of dollars in economic activity, and Brand USA’s efforts deliver substantial returns. Its marketing campaigns attract visitors who spend heavily and support jobs not only in tourism, but across retail, hospitality, transportation, and other sectors. Independent research shows that Brand USA’s initiatives have supported tens of thousands of U.S. jobs annually and have generated significant federal, state, and local tax revenue. As other countries increase investments in destination marketing, fully funding Brand USA is essential to maintaining the United States’ competitive position in the global travel market. With major upcoming international events, this moment presents a critical opportunity to reignite international travel to the United States. Studies consistently demonstrate a strong return on investment, with Brand USA delivering multiple dollars in economic value for every dollar spent.

“This legislation is an important step forward, and we are grateful for Representatives Gus Bilirakis and Kathy Castor leading this effort," said Geoff Freeman, President and CEO of the U.S. Travel Association. "With the World Cup, America 250 and the 2028 Olympics on the horizon, the U.S. has a pivotal chance to capture global attention. By restoring Brand USA’s resources, Congress can help drive new visitors, support jobs nationwide and ensure the United States stands out on the world stage.” 

Representatives Castor and Bilirakis are urging colleagues in both chambers of Congress to join them as co-sponsors. The legislation has the support of a wide coalition of travel, lodging, and hospitality industry stakeholders who view Brand USA as vital to sustaining international inbound travel. Fully restoring Brand USA’s funding will enable the organization to expand its global marketing efforts, drive future travel demand, and fuel economic growth nationwide.