Brand USA lost 80 percent of its funding this year, and that cut has reshaped how the U.S. shows up in Australia’s long-haul market. This week the VISIT USA Act landed in Congress, aiming to restore that lost firepower ahead of the 2026 World Cup and 2028 Olympics.
For Australian travellers and the trade this is a high-stakes moment, and momentum is shifting toward a likely funding reset that positions the U.S. to accelerate its presence in the long‑haul market.
Australia remains one of the strongest long-haul markets for the United States, with close to 1 million visitors in 2024. But demand shifts quickly when visibility drops, and softer U.S. promotion can tilt travellers toward destinations with more active engagement. Booking curves, fare patterns and destination choice all change when the U.S. retreats from the front of mind.
According to the Australian Bureau of Statistics, the number of Australians returning from the US in 2024-25 fell compared with 2023-24. The United States remained in the top five destinations overall, but its share of outbound travel is shrinking.
But has it passed? A cheat sheet to how the VISIT USA Act is set to move
The VISIT USA Act has bipartisan backing in both chambers and early indicators point to a path toward passage. The process still involves committee review and full-chamber votes, followed by presidential sign-off. For Australian trade and travellers the likelihood of approval signals a return of U.S. visibility at a moment when long-haul competition is intensifying.
What this means for Australian trade performance
Australian wholesalers, airlines and inbound operators rely on strong U.S. brand presence to stimulate long-haul demand. When that presence contracts, the cost of customer acquisition rises and margin pressure increases.
Passage of the VISIT USA Act could unlock new co-marketing bandwidth, sharpen comparisons against other long-haul destinations and support stronger load factors across carriers linking Australia and the U.S.
Why the World Cup and Olympics are a catalyst for Australia
Major global events shift both demand and visibility, and the U.S. is entering a period where promotion aligns with two of the world’s biggest tourism drivers.
The 2026 World Cup and 2028 Olympics are projected to attract nearly 40 million visitors, with millions of fans travelling into the United States for both events.
“The VISIT USA Act is a smart, bipartisan fix that ensures America competes on the global stage,” said Geoff Freeman, President and CEO of the U.S. Travel Association.
“We have a once-in-a-generation opportunity to welcome the world—through the World Cup, America 250 and the Olympics—but that success depends on Brand USA having the resources to do its job.
“Congress must act now to restore funding, attract international visitors and showcase the very best of America.”
Early positioning from Australian agents can capture growth ahead of the surge, especially if U.S. marketing reactivates at scale.
The risk if the VISIT USA Act stalls
If Congress stalls on the VISIT USA Act, Brand USA will continue operating at limited capacity, reducing U.S. competitiveness in a market where long-haul rivals are expanding share. For the Australian trade this means fewer incentives, tighter marketing support and increased reliance on independent demand generation.
Australia continues to direct strong outbound flows into markets that are investing at full strength. Japan, with more than 500,000 Australians in 2024, remains one of the most active long‑haul competitors. Europe, which exceeded 1.2 million Australian arrivals across major hubs last year, continues to run high‑visibility campaigns across trade and consumer channels.
What Australian travellers and trade should do next
The Australian travel industry should track the VISIT USA Act’s movement and push suppliers for clarity on upcoming co‑marketing opportunities. Operators need to recalibrate their U.S. strategies now, as a funding restoration could shift demand pacing quickly. Travellers will see stronger value signals once campaigns return, and early-booking windows tied to the World Cup and Olympics may open sooner than expected.
How advisors can use Brand USA’s new campaign tools to promote the US to clients
The United States remains a cornerstone of Australia’s long‑haul market, supported by deep airline capacity, strong product diversity and stable demand. Reduced visibility weakens those advantages and risks shifting share to destinations with more aggressive in‑market presence. A restored Brand USA budget would re‑establish competitive balance and give Australian travellers and agents clearer signals to re‑engage with U.S. product.
KARRYON UNPACKS: The Act’s likely passage signals a reset in U.S. visibility, and early movers in Australia’s trade channel stand to capture the strongest long‑haul gains.
