Brand USA has made significant cuts, reducing its staff by 15%, or 12 roles, in response to a dramatic decrease in its federal funding. This drop saw its budget fall from $100 million to just $20 million for the fiscal year 2026.
CEO Fred Dixon had previously indicated that the budget constraints would necessitate a substantial realignment of resources and programming. According to Chris Heywood, a spokesperson for the organization, these cuts are part of a larger corporate reorganization aimed at streamlining operations and merging departments to align better with current budget conditions and strategic goals.
Impact of Budget Cuts on International Travel Marketing
Brand USA is facing a challenging landscape as international arrivals to the U.S. have decreased. The National Travel & Tourism Office reported a 1.6% decline in overseas visitation for the first half of the year, excluding figures from Canada. Additionally, Canadian reports show that the number of Canadians returning from the U.S. is down by double digits for both air and land crossings.
Elimination of GoUSA TV
As part of the restructuring efforts, Brand USA has decided to discontinue its TV network, GoUSA TV. This change is intended to refocus marketing investments on high-impact initiatives. Heywood noted that the organization aims to prioritize the new “America the Beautiful” platform and other strategic content solutions to enhance engagement and reach, effectively promoting the U.S. to international audiences.
GoUSA TV previously provided streamed content designed to inspire travelers on platforms such as Roku, Apple TV, and Amazon Fire. The decision to cut this service signifies a shift in marketing strategy as Brand USA aligns its resources with current challenges.
Launch of the “America the Beautiful” Campaign
Despite the cuts, Brand USA launched its “America the Beautiful” campaign in August. Dixon emphasized that this campaign aims to convey a strong message: the U.S. is ready to welcome legitimate international travelers. He expressed confidence that this initiative will spark renewed interest and strengthen connections with global audiences.
Positive Outlook Despite Challenges
In light of the budget cuts and staffing changes, Heywood remains optimistic about Brand USA’s future. He mentioned that the organization is engaging in constructive conversations with the administration, indicating that there is support for Brand USA’s mission.
As Brand USA navigates these changes, the focus remains on enhancing its marketing efforts and adapting to the evolving landscape of international travel, with an emphasis on attracting visitors to explore the diverse offerings of the United States.
