Brand USA reauthorised

THE future of Brand USA has been secured, with the US Government reauthorising the tourism marketing organisation through fiscal year 2027.

The funding of Brand USA was due to run out next year, after it was axed by the Trump administration in Feb 2018, to be redeployed into border controls (TD 06 Sep).

The legislation passed congress with strong bipartisan support and was signed into law on Thu.

“Reauthorisation allows Brand USA to continue to inspire millions of international travellers to visit the USA, who will spend billions of dollars and support tens of thousands of jobs each year, in communities nationwide,” Brand USA President and CEO Christopher Thompson said.

“All of us at Brand USA are grateful to continue our important work, to grow the economy and bring the world closer together, through the power of international travel.”

The move follows advocacy efforts from the travel industry, with the US Travel Association joining its colleagues in the Visit US Coalition, a group of associations representing sectors of the economy that benefit from the economic effects of travel.

US Travel Association President and CEO Roger Dow said “Brand USA’s work to boost international visitation is absolutely essential to the US trade balance, and the fact that it operates without sending American taxpayers a bill make it a model public-private partnership that delivers proven results”.

“Congress should be widely applauded for this move by anyone who cares about the US economy and trade,” he added.

In Jul, a bill was passed by the US Senate committee on Commerce, Science and Transportation which would see the previous US$14 Electronic System for Travel Authorization (ESTA) fee - paid by travellers arriving from visa waiver program countries - raised to $21.

A new structure would see US$7 of the ESTA fee go to Brand USA, which would max out at US$100m (TD 05 Aug).