The U.S. tourism industry is preparing for a busy year in 2026. Travel groups and lawmakers are pushing for funding and support for Brand USA marketing, aiming to attract international visitors for major events.
Key events expected to drive global travel include the FIFA World Cup and the U.S. Semiquincentennial. Both are projected to draw large numbers of international tourists, creating opportunities for hotels, restaurants, and local attractions across the country.
Industry experts say these events can significantly boost travel demand. International visitors often spend more on accommodations, dining, and entertainment, providing an economic lift for cities hosting global events.
Brand USA, the nation’s official destination marketing organization, plays a central role in promoting U.S. travel abroad. By increasing awareness of attractions, cities, and cultural experiences, Brand USA helps ensure visitors choose the U.S. as their travel destination.
Lawmakers have highlighted the importance of supporting Brand USA ahead of these high-profile events. Funding allows the organization to launch marketing campaigns in key international markets, showcase travel experiences, and promote U.S. destinations to global audiences.
“The FIFA World Cup and the Semiquincentennial present a unique opportunity to showcase the United States to the world,” said a tourism official. “With strategic marketing, we can welcome more visitors and grow our tourism economy.”
Travel groups are coordinating with cities and local businesses to ensure the U.S. is ready for the influx of tourists. Hotels, airports, and transportation providers are preparing for higher demand, while attractions plan special programs to engage international visitors.
Analysts note that global events often have long-term benefits for tourism. Visitors who enjoy their experiences may return in the future or recommend the U.S. to friends and family. This creates a lasting impact on the nation’s travel industry.
The 2026 FIFA World Cup, hosted partly in U.S. cities, is expected to draw millions of soccer fans from around the world. Meanwhile, the Semiquincentennial — the 250th anniversary of the nation’s founding — will feature celebrations, exhibitions, and cultural events that appeal to international audiences.
Tourism boards predict that the combination of sports and cultural events will increase hotel bookings, flight demand, and local spending. Businesses in hospitality, retail, and entertainment are likely to see strong growth during this period.
Officials emphasize that advanced planning is key. By supporting marketing initiatives and improving infrastructure, the U.S. can ensure visitors have a smooth and enjoyable experience. This will help strengthen the country’s reputation as a top travel destination.
Experts agree that 2026 could mark one of the strongest years for U.S. tourism in recent history. The combination of major global events and strategic marketing is expected to create a surge in international travel and economic benefits for communities nationwide.
As the year approaches, travel organizations, lawmakers, and businesses continue to collaborate. Their goal is to make the U.S. a welcoming and exciting destination for visitors from around the world, capitalizing on the opportunities presented by these major events.
