Brand USA addresses concerns over looming budget cuts
Budget cuts at Brand USA have been a topic of conversation and speculation at the IPW international travel trade marketplace and conference ongoing in Chicago this week.
But even as the cuts loom, they have officially been addressed only briefly by Brand USA and the U.S. Travel Association to the media assembled at IPW, who number about 500.
Geoff Freeman, president of the U.S. Travel Association, brought attention to the issue by telling IPW delegates that “the world is watching” as America prepares to host major tourism events such as the FIFA World Cup football tournament in 2026 – and that these big events “will test our readiness and our ambition.
“We can’t afford to fumble these opportunities so we need to flip the script” on the funding threats facing Brand USA, said Freeman. He called on the White House to send “a clear, consistent message” to get this job done.
Earlier in June, a senate committee proposed cutting Brand USA’s annual funding from US$100 million to US$20 million. This would have the impact of limiting the organization’s ability to market America’s tourism assets around the world.
Deep concerns
At the time, the U.S. Travel Association said it was deeply concerned about the proposed cuts, saying they would significantly impact every sector of the tourism industry.
“U.S. Travel continues to advocate strongly to both the White House and Congress,” the association said, calling on the government to retain full funding of Brand USA. “With $2.9 trillion in economic output and over 15 million American jobs at stake, the travel industry cannot afford to be overlooked.”
During a press conference on the first full working day of IPW, Brand USA president Fred Dixon addressed the proposed budget reductions, saying
“I’m sure you have all heard the various conversations happening about our funding, and I want to extend our sincere thanks to the entire industry for their efforts to protect the future of our organization. The outpouring of support that Brand USA has received has been remarkable.”
Dixon said that international travel is the most lucrative segment in the U.S tourism economy, with travellers from outside the U.S. spending nearly US$700 million each day.
“I’m always astounded every time I hear that number. And while arrival numbers have fluctuated the past few months, our studies show that intent to visit remains very strong, and the USA continues to be the most aspirational long-haul destination in the world. In this context, the work of Brand USA has never been more important.”
IPW is taking place in Chicago at the McCormick Place Convention Center – the largest convention center in America. Over 5,000 delegates are participating in IPW, most of whom represent tourism enterprises from across the United States.
They are taking scheduled meetings with about 1,800 tourism product buyers from 64 nations including Canada, as well as about 500 international media members. IPW concludes today, and IPW 2026 will take place in Lauderdale, Florida.
