Brand USA Faces Uncertain Future Despite Weakening Inbound Travel
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Brand USA, the country's official tourism marketing arm, could go under if Congress doesn't act to secure its funding. The recent decline in international visitors to the U.S. would only get worse if marketing support is eliminated.
During a time when U.S. inbound travel is already losing its international market share, Brand USA, the country's public-private tourism marketing arm, is facing an uncertain future. Although bipartisan efforts are under way in Congress to reauthorize funding for Brand USA, the Trump administration has proposed eliminating its budget.
Saving Brand USA is a top priority for the U.S. Travel Association and the Visit U.S. Coalition. Citing data about its effectiveness, they argue that the marketing body, created in 2009, is needed now more than ever, given the administration's anti-immigration rhetoric and stricter visa policies. Exacerbating the situation is the fact that state marketing budgets are also in peril.
In general the U.S. has lagged behind other nations in marketing tourism to international visitors on the federal level. Another story below looks at efforts by Tourism Australia, which has been activel
