The 2026 FIFA World Cup is supposed to be a tourism windfall for American host cities. But behind the scenes, those cities are confronting a reality that wasn’t part of the original pitch: many international travelers have grown wary of visiting the United States. Now, they’re spending millions on marketing campaigns that essentially say one thing—you’re welcome here.
The videos aren’t about stadiums or match schedules. They’re about reassurance, countering perceptions of hostility, complicated visa processes, and safety concerns that have accumulated over the past few years.
Why the Hard Sell?
International arrivals to the U.S. have lagged post-pandemic recovery seen elsewhere. Political tensions, shifting visa policies, and gun violence headlines have contributed to hesitancy among would-be visitors from key markets like India, China, and parts of Europe. The World Cup offers a rare global spotlight, but cities know that simply hosting matches won’t be enough if travelers don’t feel confident booking flights.
Cities like Los Angeles, Miami, and New York are investing in campaigns that highlight diversity, hospitality, and the fan experience. The messaging is direct: this isn’t just a tournament, it’s a place you’ll want to explore.
What the Campaigns Look Like
The marketing materials lean heavily on real people—residents, business owners, past visitors—rather than polished tourism board stock footage. Some cities are creating multilingual content tailored to specific countries, emphasizing cultural ties and familiar touchpoints.
Philadelphia is highlighting immigrant communities and neighborhood festivals. Boston is leaning into walkability and historical continuity. The tone across campaigns is less “Come see us” and more “You belong here.”
It’s a shift from the usual destination marketing playbook, which tends to focus on attractions rather than addressing traveler anxieties head-on.
The Broader Context
This isn’t just about the World Cup. Cities are using the tournament as a forcing function to rebuild international goodwill and reverse a tourism trend that has concerned the industry for years. Hotels are already banking on last-minute bookings as uncertainty lingers, and these campaigns are part of the effort to turn hesitation into commitment.
Other countries have faced similar challenges. Canada recently saw its own tourism slump as Canadian travelers began avoiding U.S. destinations, a dynamic that underscores how political and social climates shape travel decisions even among close neighbors.
What Travelers Should Know
If you’re considering a trip to the U.S. for the World Cup, the campaigns reflect real infrastructure and hospitality investments, not just messaging. Cities are expanding multilingual services, improving airport signage, and training frontline staff in cultural sensitivity.
That said, visa wait times remain a practical hurdle. If you’re planning to attend, start the application process early—especially if you’re traveling from a country where U.S. visa appointments are backlogged.
The campaigns may be a response to hesitancy, but they’re also a signal that host cities are aware of the perception gap and working to close it. Whether that translates into bookings will depend on more than videos—it will depend on the experience travelers actually have when they arrive.
For now, the message is clear: the World Cup is an invitation, and cities are putting money behind making sure it feels like one.
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