The global travel spotlight is shifting, and the U.S. risks dimming its presence.
Enter Tiki’s Amplify International Program—a timely lifeline for Destination Marketing Organizations (DMOs) scrambling to stay visible after federal tourism funding took a historic hit.

A Funding Crisis in the Making

In July 2025, Congress slashed federal tourism matching funds from $100 million to just $20 million via the Rescissions Act—an 80% drop. Industry leaders warn the cuts will cripple America’s ability to market itself abroad, just as international competition heats up.
And the timing couldn’t be worse. The 2026 FIFA World Cup and 2028 Olympics will bring record-breaking waves of global travelers. Without robust international campaigns, U.S. destinations risk being outshined by more aggressive rivals in Europe, Asia, and beyond.

Tiki’s 3-for-1 Play

Tiki’s Amplify Program is designed to stretch every DMO marketing dollar to the max. For every $1 a destination invests in international media through Tiki, the company adds $2 in media value—essentially tripling campaign reach.

Jamie Claudio, SVP of Destination Strategy at Tiki, frames it bluntly: “With shrinking federal support, DMOs must adapt. Amplify ensures they can sustain the critical global visibility needed to attract international visitors—even under funding pressure.”

Beyond Just Ad Spend

The program isn’t just about bigger budgets—it’s about smarter campaigns. DMOs get:

• Fill the Funding Gap: Maintain and grow global reach despite cuts

• Triple the Campaign Value: Boost impact without inflating costs

• Full-Service Management: From campaign setup to optimization

• Localized Messaging: Ads tailored for language and culture fit

• Format Flexibility: AI-powered conversational units, immersive Lightbox ads, or native placements on 200+ premium global travel sites

Campaign eligibility covers all U.S. DMOs targeting international markets, with a minimum spend of $10,000 for Lightbox/Native ads or $25,000 for Envoy. Campaigns must run in FY 2025–2026.

The Bigger Picture

Tiki’s move aligns with a broader industry trend: tech-driven travel marketing stepping in where public funding pulls back. Similar models are emerging globally, with platforms offering co-investment, AI targeting, and premium inventory access to keep destinations competitive.

For DMOs, the Amplify Program isn’t just a patch—it’s a potential long-term play to stay relevant in a marketplace where visibility, timing, and cultural resonance make or break traveler interest.

As the U.S. rethinks how it sells itself abroad, programs like Tiki’s could be the difference between being a stopover… or the destination.

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