Why Proposed Cuts to Brand USA Funding Matter to the Global Travel Economy
Proposed funding cuts to Brand USA could harm the U.S. travel industry and international tourism. Learn why it matters and how Antravia supports sustainable growth in global hospitality.
BRANDUSA
6/8/20251 min read
The U.S. Senate Commerce Committee has proposed a significant funding cut to Brand USA—reducing its budget from $100 million to just $20 million.
For those of us who work across international travel and hospitality, this isn’t just a policy shift—it’s a real threat to growth, visibility, and recovery in one of the world’s most vital service sectors.
What is Brand USA?
Brand USA is the destination marketing organization for the United States. It promotes the U.S. as a travel destination to international visitors, supporting everything from national park campaigns to international trade shows and tourism partnerships.
Its work helps drive billions in inbound tourism revenue, supporting local economies, hospitality jobs, and small businesses across the country.
Why This Cut Matters
At Antravia, we work with businesses who rely directly on inbound tourism—hotels, travel advisors, operators, and booking platforms that serve international guests. Reducing Brand USA’s reach by 80% at a time when the travel industry is still rebuilding will:
Undermine U.S. visibility in a competitive global travel market
Shrink demand for inbound travel experiences and services
Hurt small-to-mid sized operators who can’t afford their own global marketing
What Can Be Done?
The President’s budget includes the full $100 million for Brand USA. Congress now needs to act to align with that vision.
Industry professionals and supporters are being encouraged to contact their Senators and express support for full funding. You can take action here:
🔗 bit.ly/Protect-Brand-USA
Antravia’s Position
As a finance consultancy dedicated to the travel and hospitality sector, we believe in the importance of long-term investment in global connectivity.
We support Brand USA’s continued funding and its mission to keep the U.S. top of mind for international travelers.
Need help navigating the financial impact of international market shifts?
📩 Get in touch—we’re here to help travel businesses plan ahead and protect margins in uncertain times.