Brand USA Lays Off 15% of Staff, Shuts Down Streaming Service: Scoop

Key Points

• Brand USA laid off 15% of its staff and reorganized operations after an 80% cut to its federal funding.
• The organization shut down its GoUSA TV streaming service to focus on new initiatives like the 'America the Beautiful' campaign.
• Inbound tourism to the U.S. remains below pre-pandemic levels, and Brand USA faces ongoing funding and operational challenges.

Summary

Brand USA has undergone significant restructuring, including laying off 15% of its staff and shutting down its GoUSA TV streaming service, following an 80% reduction in federal funding. The organization is redirecting its efforts toward new marketing initiatives, most notably the upcoming 'America the Beautiful' campaign aimed at reviving inbound tourism. Despite ongoing declines in international arrivals and funding hurdles, Brand USA remains optimistic about future support from the administration.