Following a recent 80 percent federal budget cut, Brand USA has restructured, cutting 15 percent of staff (12 positions across multiple departments) and discontinuing GoUSA TV, according to spokesperson Chris Heywood.
In a media statement, Heywood revealed that Brand USA—the country’s tourism marketing organization—is making tough choices, cutting costs and reshaping their structure to better match their financial situation and key goals. The statement went on to say stopping promotional content streams on Roku, Apple TV and Youtube will boost organizational efficiency.
“As part of our ongoing commitment to maximize tourism promotion effectiveness, we are also realigning our marketing investments to focus on high-impact initiatives. This includes transitioning from GoUSA TV to prioritize our new ‘America the Beautiful’ platform and other strategic content solutions that deliver stronger engagement and reach for promoting the nation to international audiences,” Heywood said.
While the America the Beautiful campaign debuted in June—beckoning travelers to explore the U.S.’s jaw-dropping landscapes and genuine cultural experiences—Brand USA’s staffing reductions arrive at an unfortunate moment, coinciding with policy shifts that could create new hurdles for international visitors hoping to visit the U.S.
Last weekend, the U.S. State Department announced new restrictions for short-term visas including tourism, business, student, and temporary worker categories. Non-immigrant visa interviews must now occur in the applicant’s country of nationality or residence, preventing applicants from using third countries to bypass lengthy visa wait times.
“Effective immediately,” the State Department announced Saturday, nonimmigrant visa applicants should schedule an interview at their local U.S. embassy, adding “applicants must be able to demonstrate residence in the country where they are applying.”
The U.S. recently imposed one of the world’s highest visa surcharges. President Trump’s One Big Beautiful Bill Act created a non-waivable $250 “visa integrity fee” that applies to all nonimmigrant visitors—tourists, business travelers, and students—on top of existing entry fees.
Despite the budget cuts, Heywood said Brand USA is “having very positive dialogue with the administration, and they are supportive, which makes us feel very positive about the future.”
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