Most Americans said the 2026 FIFA World Cup strengthened their sense of national pride and increased support for hosting more major international events, according to new polling commissioned by the U.S. Travel Association.
The survey found that 81% of Americans felt proud when they saw international visitors enjoying US communities, culture and attractions, while 86% said the experience brought them genuine joy. A further 70% said the United States should pursue more global events such as the World Cup, Olympic Games and World Fair.
The findings suggest that Americans see international tourism as more than an economic activity. Respondents placed strong value on the reputational, cultural and diplomatic benefits of welcoming visitors from overseas.
Four in five respondents said it was important for international travellers to have a positive experience while visiting the United States. When asked why, 61% said visitor experiences could improve America’s reputation, while 50% said tourism could help build goodwill and cooperation with other countries.
Economic benefits were also recognised, although they ranked below reputation and international goodwill. Some 43% said overseas visitors supported American businesses and workers through their spending.
Visitors seen as informal ambassadors
Geoff Freeman, president and chief executive of the U.S. Travel Association, said the tournament had allowed visitors to experience the country through its people and communities.
“The World Cup reintroduced America to the world,” said Geoff Freeman, president and CEO of the U.S. Travel Association. “Our best ambassadors aren’t politicians or headlines, they’re the Americans visitors met, the communities they explored and the people who made them feel welcome. That’s a win for every American.”
The survey also found that Americans believed direct travel offered international visitors a more accurate picture of the country than social media or traditional news coverage.
By a margin of three to one, respondents said visiting the United States provided travellers with a better understanding of American culture. Half of all Americans surveyed, with an even higher share in World Cup host cities, said firsthand experience was the best way to understand the country.
The results were released shortly after the World Cup final and alongside an open letter from senior travel industry executives. The letter thanked the American public, host communities and the federal administration for their role in staging the tournament.
The executives also called for continued cooperation ahead of the 2028 Olympic Games and other international events expected to draw large numbers of visitors to the United States.
The industry letter was led by Bill Hornbuckle, national chair of the U.S. Travel Association and president and chief executive of MGM Resorts International.
Concern over possible visitor barriers
The survey also highlighted concern about policies that could make travel to the United States more difficult or expensive.
Respondents were asked about proposals including a new $250 entry fee and wider social media screening for international visitors. More Americans said restrictions or additional complications would harm local businesses and communities in World Cup host cities than believed they would help.
The findings indicate that public support for international tourism remained strong after the tournament, particularly when linked to local economic activity, national reputation and future global events.
“The World Cup showed what’s possible when America welcomes the world,” Freeman said. “Now the challenge is making sure we keep our foot on the pedal, not create obstacles that deter the visitors we want to attract.”
The U.S. Travel Association said the World Cup demonstrated how large international events could strengthen America’s image while encouraging visitors to explore destinations, businesses and communities beyond the stadiums.
Support for more global events could become increasingly important as US destinations prepare for the 2028 Olympics and seek to maintain the momentum created by the World Cup.
The polling was conducted by Morning Consult on behalf of the U.S. Travel Association between 26 and 28 June 2026. It surveyed 2,205 US adults, including additional respondents in Houston and Kansas City, and had a margin of error of plus or minus two percentage points.
