Florida, Nevada and Other States in a Major Policy Push to Recover US Tourism by 2030

Florida, Nevada and other states are joining a major policy push to recover US tourism by 2030, as declining international visitor spending and growing global competition threaten the country’s travel industry. The proposed recovery strategy focuses on restoring Brand USA’s federal funding cap from $20 million to $100 million, accelerating visitor visa processing and reviewing rising travel costs. With an estimated $11 billion decline in international visitor spending projected for 2026, lawmakers and tourism leaders are seeking stronger international marketing and easier travel access. These measures aim to attract 100 million annual international visitors by 2030, supporting hotels, airlines, attractions and local economies across the United States.

Florida: Miami and Orlando Tourism Put Brand USA Funding at the Center of the Recovery Debate

Florida has a substantial stake in the federal tourism recovery agenda because of its extensive international visitor economy. Miami and Orlando attract travelers for leisure holidays, cruise vacations, shopping, theme parks and entertainment, making the state particularly sensitive to changes in international travel demand.

Miami’s position as a major gateway for Latin American and Caribbean travelers gives it a strong connection to international aviation and cruise tourism. Orlando, meanwhile, depends on a broad visitor base drawn by its theme parks, resort hotels and family attractions. A sustained decline in international visitor spending could affect accommodation providers, restaurants, retailers, transport businesses and other tourism services across both markets.

Florida lawmakers, including Representatives Gus Bilirakis and Kathy Castor and Senator Rick Scott, have been identified among supporters of the VISIT USA Act, which seeks to restore Brand USA’s annual federal matching cap to $100 million. The legislation would reverse the 2025 reduction that lowered the cap to $20 million, significantly limiting the national tourism marketing organization’s federal matching resources.

For Florida, restoring international marketing support could strengthen promotional partnerships and help destinations maintain visibility in competitive overseas markets. Faster visa processing could also benefit travelers planning theme park holidays, cruises and longer stays, particularly those who must secure US visitor visas before booking their trips.

Florida’s Tourism Recovery Priorities Through 2030

Florida’s principal opportunities lie in strengthening international destination marketing, maintaining convenient travel access and attracting visitors who contribute substantial spending during their stays. Miami’s aviation and cruise networks and Orlando’s international leisure appeal provide an established foundation for growth, but competition from other global holiday destinations remains an important consideration.

The state’s involvement in the Brand USA funding debate reflects the economic importance of attracting overseas visitors. While the national $11 billion spending decline has not been broken down into a verified Florida-specific loss, the state’s large international tourism industry makes federal travel policy particularly relevant to its long-term competitiveness.

Nevada: Las Vegas Tourism Recovery Drives Support for International Marketing and Visa Reform

Nevada is another prominent state in the campaign to strengthen US tourism by 2030. Las Vegas relies on a combination of leisure visitors, international conventions, major sporting events, entertainment and resort tourism, making overseas travel demand important to its hospitality economy.

International visitors contribute to hotel bookings, premium entertainment, restaurants, shopping and convention activity. Weaker overseas demand can place pressure on tourism businesses, particularly during periods when convention attendance and international leisure bookings are below expectations. Industry concerns about hotel revenue per available room, or RevPAR, have added to the discussion about how Las Vegas can maintain its global competitiveness.

Nevada Senators Jacky Rosen and Catherine Cortez Masto are among the lawmakers supporting the VISIT USA Act. Restoring Brand USA funding could strengthen overseas promotion of Las Vegas and other Nevada destinations, while improvements in visa processing could make it easier for international visitors to attend conventions, exhibitions and major events.

Why Nevada Wants a Stronger International Tourism Strategy

Las Vegas competes internationally for conventions, entertainment visitors and high-spending leisure travelers. Destinations in Europe, Asia and the Middle East are also investing in tourism infrastructure and major events, increasing the importance of marketing and convenient travel arrangements.

Nevada’s tourism interests extend beyond Las Vegas to Reno, Lake Tahoe and outdoor recreation destinations. Stronger international promotion could help attract visitors interested in combining entertainment with national parks, scenic travel and regional experiences. For the state, federal tourism reform is therefore connected to both immediate hospitality demand and longer-term market diversification.

California: Los Angeles and San Francisco Face a Critical Tourism Opportunity Ahead of the 2028 Olympics

California’s international tourism industry has a particularly important reason to support the national recovery agenda: the 2028 Summer Olympics in Los Angeles. The event will bring worldwide attention to the United States and create opportunities for tourism businesses across California and neighboring states.

Los Angeles and San Francisco are major international gateways with established connections to Asia, Europe and Latin America. Their tourism economies support hotels, restaurants, entertainment venues, attractions, retailers and convention facilities. A decline in long-haul travel demand can affect these businesses, particularly where international visitors account for a significant share of spending.

The proposed restoration of Brand USA funding could help California promote its destinations ahead of the Olympics, while improvements in visitor visa processing could support international spectators and other travelers planning trips around the event. The effectiveness of these measures will depend on implementation well before the Games begin.

California’s 2028 Olympics and 2030 Tourism Strategy

The Olympics provides an opportunity to promote California beyond Los Angeles. International visitors could be encouraged to extend their stays to San Francisco, San Diego, coastal destinations, national parks and neighboring states.

However, attracting visitors for a major event requires more than publicity. International travelers need predictable visa arrangements, sufficient aviation connectivity, accommodation availability and reliable transport services. For California, the federal tourism recovery agenda is closely connected to preparations for 2028 and the opportunity to sustain international demand beyond the event.

New York: International Visitor Spending Makes Tourism Recovery a Major Economic Priority

New York remains one of the United States’ most internationally recognized tourism markets, attracting visitors for shopping, entertainment, culture, business events and major attractions. New York City’s tourism industry has a substantial economic footprint, making changes in international visitor spending particularly important.

According to figures cited in the given industry material, international visitors accounted for approximately half of New York City’s tourism spending in 2025. The city’s broader tourism sector supports around 397,000 jobs and generates approximately $7.5 billion in local tax revenue, demonstrating the scale of economic activity connected to tourism.

A sustained decline in overseas demand could affect hotels, Broadway theaters, museums, restaurants, retailers and other visitor-related businesses. International travelers often spend more per trip than domestic visitors, meaning changes in their numbers can influence tourism revenue even when overall visitor volumes remain substantial.

How Federal Tourism Reforms Could Benefit New York

Restoring Brand USA funding could strengthen international marketing partnerships involving New York, while visa processing improvements could support demand from markets where travelers face longer appointment waiting periods.

New York’s challenge is not a lack of international recognition but maintaining its competitiveness against other major cities. London, Paris, Tokyo and other global destinations compete for many of the same travelers, making travel accessibility, visitor experience and destination promotion important to the city’s long-term tourism performance.

Alaska: Cruise Tourism and Outdoor Adventure Put International Marketing in Focus

Alaska’s tourism economy depends on seasonal travel, including cruises, wildlife experiences, national parks and outdoor adventure tourism. International visitors contribute to demand for cruise excursions, accommodation, guided tours and transport services in destinations such as Juneau, Ketchikan, Skagway and Anchorage.

Senator Dan Sullivan has supported the VISIT USA Act, reflecting the importance of international promotion for a state where tourism businesses operate across widely dispersed destinations. The reduction in Brand USA funding has raised concerns about the ability of smaller destinations to reach international audiences through cooperative marketing campaigns.

For Alaska, restoring national tourism promotion could support cruise tourism and attract visitors interested in wilderness experiences. More predictable visa processing could also benefit international travelers booking complex itineraries involving flights, cruises and multiple destinations.

Alaska’s 2030 Tourism Opportunity

Alaska’s long-term opportunity lies in attracting international travelers seeking distinctive nature-based experiences. However, its short peak season, geographic distances and transport requirements make advance bookings particularly important. Stronger marketing partnerships could help smaller operators reach overseas visitors and encourage longer stays.

Minnesota: Canadian Cross-Border Travel Becomes Part of the National Tourism Recovery Debate

Minnesota’s tourism economy has close connections with Canada, particularly through regional shopping, outdoor recreation and cross-border leisure travel. Minneapolis–Saint Paul, the North Shore of Lake Superior and northern Minnesota’s lake destinations attract visitors for cultural experiences, shopping and nature-based tourism.

Senator Amy Klobuchar is among the lawmakers supporting the VISIT USA Act. The legislation could strengthen national tourism promotion and provide additional opportunities for Minnesota to reach international visitors beyond its traditional regional markets.

Canadian travel is especially relevant because the industry’s 2026 outlook projects a 3.3% decline in Canadian visits to the United States. Although that figure represents a national forecast rather than a Minnesota-specific estimate, it highlights the importance of maintaining strong cross-border travel connections.

Minnesota’s Policy Priorities

Minnesota has an interest in restoring international marketing support while maintaining efficient border travel arrangements. Cooperative campaigns could promote its lakes, outdoor attractions and urban destinations to a broader audience, helping tourism businesses diversify their visitor markets.

Texas, Arizona and New Mexico: Mexican Tourism Growth Offers a Different Recovery Opportunity

Southern border states face a different tourism outlook from destinations that depend heavily on long-haul overseas visitors. The industry’s 2026 forecast projects a 10.3% increase in visits from Mexico, potentially providing additional demand for states with established cross-border travel connections.

Texas has extensive tourism relationships with Mexico through Houston, Dallas, San Antonio and El Paso. Mexican visitors contribute to shopping, family travel, leisure tourism and business activity, supporting hotels, restaurants, retailers and transport providers.

Arizona also has substantial connections with Mexican travelers, particularly in Tucson, Nogales, Yuma and Phoenix. Its tourism industry combines cross-border travel with international interest in Scottsdale, the Grand Canyon and desert attractions.

New Mexico’s tourism economy is smaller but offers distinctive cultural, historical and outdoor experiences. Santa Fe, Albuquerque and Las Cruces could benefit from stronger regional tourism promotion and improved access for international visitors.

Border-State Tourism Policies Through 2030

For Texas, Arizona and New Mexico, the recovery agenda involves efficient border operations, predictable entry requirements and competitive travel costs. Restoring Brand USA funding could also support international campaigns promoting destinations beyond the major gateway cities.

Growth in Mexican travel could help these states maintain visitor demand even if other international markets remain weaker. However, the national forecast does not establish how additional Mexican arrivals would be distributed among individual states.

Utah, Tennessee, West Virginia and Kentucky: Smaller Tourism States Seek a Greater Share of International Travel

The debate over Brand USA funding extends beyond states with major international airports. Utah, Tennessee, West Virginia and Kentucky have tourism industries built around natural attractions, cultural experiences and regional travel, but their destination marketing organizations may have fewer resources to maintain independent overseas campaigns.

Utah attracts international visitors to Zion, Bryce Canyon, Arches and Canyonlands national parks. Senator John Curtis has supported the VISIT USA Act, which could help strengthen international promotion of the state’s outdoor destinations.

Tennessee’s tourism economy includes Nashville’s music industry, Memphis’s cultural heritage and the Great Smoky Mountains. Senator Marsha Blackburn has been identified among supporters of the legislation, which could expand opportunities for international marketing partnerships.

West Virginia, represented among the bill’s supporters by Senator Shelley Moore Capito, has an interest in attracting overseas visitors to New River Gorge National Park and Preserve, mountain destinations and outdoor recreation experiences.

Kentucky faces similar marketing challenges. Its bourbon tourism, horse racing, cultural attractions and scenic destinations offer international appeal, but industry reports indicate that reduced Brand USA resources have limited cooperative promotional opportunities for smaller destination marketing organizations.

Why Restoring Brand USA Matters to Smaller States

A stronger national marketing program could help smaller destinations participate in international campaigns that would otherwise be financially difficult to undertake independently. It could also encourage overseas travelers to extend their US itineraries beyond New York, Florida, California and other major gateways.

The economic benefits would depend on whether promotional activity generates additional bookings, longer stays and higher visitor spending. For these states, the policy opportunity is to compete for a greater share of international travel rather than rely exclusively on domestic tourism.

State-by-State US Tourism Recovery: Major Economic Exposure and Policy Priorities

The national $11 billion spending decline has not been allocated to individual states. The table identifies tourism exposure and relevant policy priorities rather than verified state-level losses.

Three Major Federal Policies at the Center of the US Tourism Recovery Push

1. Restoring Brand USA’s $100 Million Federal Matching Cap

The bipartisan VISIT USA Act seeks to reverse the reduction in Brand USA’s annual federal matching cap from $100 million to $20 million. The proposed restoration would draw on eligible Travel Promotion Fund resources supported by ESTA-related collections, rather than requiring a new general taxpayer-funded appropriation.

The additional funding could help rebuild international marketing campaigns, support partnerships with state tourism agencies and improve the visibility of American destinations in competitive overseas markets. This is particularly important for smaller states that cannot independently sustain extensive international promotional programs.

2. Accelerating Visitor Visa Processing

Tourism associations are calling for expanded consular staffing, modernized administrative procedures and more predictable visa appointment availability. Lengthy waiting periods can discourage international visitors, particularly when they are planning family holidays, conferences or trips connected to major events.

Faster processing could benefit gateway destinations such as New York, Miami, Los Angeles and Las Vegas, while also supporting international travelers visiting national parks and regional attractions. The objective is to improve efficiency while maintaining required security screening.

3. Reviewing Entry Fees and International Travel Costs

The industry is also urging lawmakers to reconsider additional visa and entry-related charges that may increase the cost of visiting the United States. Concerns about travel affordability have grown alongside the reported 7.2% increase in domestic travel prices.

For international visitors, entry fees add to the cost of flights, accommodation, transport and attractions. Industry representatives argue that unnecessary financial barriers can weaken America’s competitiveness against other destinations, particularly for families and price-sensitive travelers.

US Tourism Recovery Roadmap: From Congressional Action in 2027 to 100 Million Visitors by 2030

2027: Congressional Decisions Could Shape the Next Tourism Cycle

The immediate priority is whether Congress advances Brand USA funding restoration and supports improvements to visitor visa processing. These measures could influence international destination marketing and travel planning well before the end of the decade.

2028: Los Angeles Olympics Provides a Global Tourism Opportunity

The Los Angeles Olympics will provide a major platform for promoting the United States internationally. California is positioned to benefit directly, but coordinated campaigns could encourage visitors to explore Nevada, Arizona, Utah and other destinations during extended trips.

2029: Regional Tourism Expansion Could Spread Economic Benefits

A broader national marketing strategy could help smaller states attract international visitors interested in national parks, music, cultural heritage, road trips and outdoor recreation. The opportunity is to distribute tourism activity across a wider range of American destinations.

2030: Industry Targets 100 Million International Visitors

The industry’s ambition is to attract 100 million international visitors annually by 2030, with projected benefits of $68 billion in additional spending and 350,000 jobs. These estimates are conditional on future travel demand, policy implementation and broader economic conditions.

Key Takeaways: Florida, Nevada and Other States Push for US Tourism Recovery

• $11 billion projected decline: International visitor spending in the United States is forecast to fall 6.3% during 2026.
• Florida and Nevada at the forefront: Lawmakers from both states are supporting legislation to restore Brand USA funding and strengthen international tourism competitiveness.
• Brand USA funding: The VISIT USA Act seeks to restore the annual federal matching cap from $20 million to $100 million.
• Visa and entry reforms: The industry wants faster visa processing and a review of additional travel-related fees.
• State-level opportunities: Major gateways face exposure to weaker overseas spending, while smaller states could benefit from stronger cooperative marketing.
• 2030 recovery ambition: The industry is targeting 100 million annual international visitors, with projected gains of $68 billion in spending and 350,000 jobs.

US Tourism’s 2030 Recovery Will Depend on Federal Policy and State-Level Action

Florida, Nevada and other tourism-dependent states have a substantial interest in the outcome of the federal policy debate. Major international gateways are seeking to protect overseas visitor demand, while smaller states want stronger marketing support to compete for travelers who might otherwise visit only America’s best-known destinations.

The proposed recovery agenda addresses three connected challenges: maintaining the country’s international visibility, making visitor entry more efficient and controlling unnecessary travel costs. Restoring Brand USA funding could strengthen destination promotion, while visa reforms and more predictable entry arrangements could improve the experience of planning a US trip.

The 2028 Los Angeles Olympics creates an important opportunity to demonstrate the country’s ability to attract and accommodate international visitors. However, the industry’s broader 2030 ambitions will depend on whether federal reforms translate into sustained growth in visitor arrivals, spending and employment.

For Florida, Nevada, California, New York and the other states involved, the stakes extend beyond tourism promotion. International visitors support hospitality businesses, transport networks, attractions, retailers and local employment. The decisions taken in Washington could influence how effectively these destinations compete for international travelers through the end of the decade.

Florida, Nevada and other states join a major policy push to recover US tourism by 2030 through increased funding and faster visa processing.

In conclusion, Florida, Nevada and other states are engaged in a major policy push to recover US tourism by 2030, driven by declining international visitor spending, rising travel costs and growing competition from global destinations. The proposed recovery strategy focuses on restoring Brand USA’s federal funding cap to $100 million, accelerating visitor visa processing and improving international travel accessibility. With an estimated $11 billion decline in overseas visitor spending projected for 2026, these reforms aim to strengthen tourism demand, support airlines, hotels and local businesses, and attract 100 million international visitors annually by 2030. The success of this initiative will depend on federal policy decisions, effective implementation and sustained international travel demand.

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