ASAE Joins Industry Coalition Urging Passage of VISIT USA Act
The American Society of Association Professionals (ASAE) recently joined the U.S. Travel Association (USTA) and a broad coalition of industry partners in calling on Congress to advance the VISIT USA Act (S. 3220/H.R. 6128). The legislation would restore funding for Brand USA in fiscal years 2026 and 2027, ensuring the continuation of a proven, high-impact effort to promote the U.S. as a premier global destination.
Established under the bipartisan Travel Promotion Act of 2009, Brand USA operates as a public-private partnership dedicated to increasing international visitation to the United States. In addition to marketing the U.S. abroad, the organization plays a critical role in communicating official visa and entry requirements, helping international travelers navigate the process and comply with U.S. immigration laws.
The impact of Brand USA is both measurable and far-reaching. By driving international travel, the program supports American jobs, boosts exports, and brings economic activity to destinations of all sizes, including rural communities and small businesses. For every $1 invested, Brand USA generates more than $24 in visitor spending, underscoring its effectiveness as an economic engine.
Importantly, Brand USA is not funded by U.S. taxpayers. Its operations are supported entirely through private-sector contributions and fees paid by international visitors from Visa Waiver Program countries via the Electronic System for Travel Authorization (ESTA).
The VISIT USA Act offers a straightforward and fiscally responsible path forward. The $17 portion of the ESTA fee designated for Brand USA has generated a surplus in the Travel Promotion Fund. The legislation would allocate $160 million of those surplus funds to Brand USA over FY26 and FY27 – resources that were originally intended for this purpose. The bill also preserves the program’s 1:1 industry matching requirement, reinforcing the travel industry’s strong and ongoing commitment to promoting the United States globally.
ASAE's support reflects the association community’s recognition of the vital role international travel plays in advancing economic growth, supporting jobs, and strengthening the industries and communities associations serve.
This article was provided to OSAP by ASAE's Power of Associations and Inroads.