Two months before the FIFA World Cup kicks off in North America, new research shows that travelers will be coming to the U.S. for more than just soccer, and U.S. destinations stand to reap significant benefits.
According to a study conducted by GSIQ Tourism Insights on behalf of the U.S. Travel Association, international visitors to the United States are expected to spend more than $5,000 per person, 1.7 times a typical international trip to the U.S.; in addition, more than 33 percent of respondents are planning to stay longer than two weeks, and more than 80 percent are open to visiting places other than the biggest cities in the country.
More than 9,500 people responded to the study, across 10 key markets including the United States, Europe and Latin America.
"This research shows visitors aren’t just coming for the matches, they are coming to experience America," said Geoff Freeman, president and CEO of the U.S. Travel Association. "Being prepared and welcoming is not just good for visitors. It strengthens our economy, supports 15 million jobs and reinforces the values we share as a nation."
International travel concerns
There are notable concerns, however, related to safety and public policy that were made clear as part of the study: More than one-third (34 percent) of respondents are concerned about higher visa application fees and 32 percent cited worries about proposed social media requirements for the Electronic System for Travel Authorization application.
Last November, FIFA and the U.S. State Department announced the creation of the FIFA Priority Appointment Scheduling System (FIFA PASS), allowing overseas fans hoping to attend matches at the World Cup to apply for an expedited visa application appointment.
"In sports, you don’t show up to the championship unprepared. The 2026 World Cup is America’s championship moment — the largest sporting event in history, on our soil, with the world watching," said Freeman. "The demand is there. The fans are coming. Now it’s time for Washington to make sure we are ready to win."
U.S. should resolve barriers
The U.S. Travel Association is calling on Congress and the Trump administration to restore Brand USA funding, resolve entry barriers and ensure the travel system operates at full strength.
The FIFA World Cup is back in the U.S. for the first time since 1994, with matches held in 11 different cities, starting with Los Angeles on June 12 and concluding with the final at MetLife Stadium (to be known as New York New Jersey Stadium during the event because of FIFA's naming rights rules) on July 11. Canada and Mexico will also host games, the first time three countries have combined to host the event.
A version of this story originally appeared on SportsTravel, part of the Sports Division of Northstar Meetings Group.
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