The government's portion is collected from travelers to the U.S. through the $10 Electronic System for Travel Authorization fee. That fee has supported Brand USA since its inception in 2011.

While Congress voted in February 2018 to keep collecting the ESTA fees, it rerouted that money to the general fund, rather than reserving it for Brand USA.

Executives from 15 hospitality and travel companies, who met in D.C. at the U.S. Travel Association's annual CEO Roundtable, asked Congress and the Trump administration to reauthorize that dedicated funding.