The study indicates that international visitors attending the tournament expect to spend more than $5,000 per person, approximately 1.7 times more than typical international travellers to the U.S. One in three respondents plans to stay longer than two weeks, while more than 80% express interest in visiting destinations beyond major gateway cities.
Geoff Freeman, President and CEO of the U.S. Travel Association, said: “This research shows visitors aren’t just coming for the matches, they are coming to experience America. 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.”
The research analyses travel intentions across 10 key markets in North America, Europe and Latin America, indicating that World Cup visitors are likely to extend their stays, increase spending and explore a wider range of destinations if conditions are favourable.
However, the findings also identify potential barriers. Safety has emerged as a primary concern among respondents, highlighting the importance of the $600 million investment in homeland security linked to the event. Approximately one-third of participants expressed concerns regarding proposed policy measures, including increased visa application fees, cited by 34%, and proposed social media requirements for ESTA applications, cited by 32%.
Clear communication around visa procedures, entry requirements and safety conditions is identified as a factor influencing visitor confidence and travel decisions.
Geoff Freeman added: “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. The demand is there. The fans are coming. Now it’s time for Washington to make sure we are ready to win.”
The study positions the 2026 World Cup as a major opportunity for travel-driven economic activity and destination exposure, with potential benefits extending beyond host cities to a broader range of communities.
The U.S. Travel Association has called for action on key policy areas, including funding for Brand USA, addressing entry barriers, and ensuring operational readiness across the travel system in advance of the tournament.
Tags: Geoff Freeman, U.S. Travel Association 2026 FIFA World Cup
