New U.S. Travel Association polling following the 2026 FIFA World Cup final found that America’s role as host boosted national pride, highlighted the value of welcoming international visitors and increased support for hosting future global events.
More than four in five Americans (81 percent) said watching international visitors enjoy the nation’s communities, culture and attractions made them feel proud, and 86 percent said it brought them genuine joy. That sentiment extends beyond the World Cup itself: four in five (81 percent) also believe it is important that international travelers have a positive experience while visiting the U.S.
Additionally, the findings show that 70 percent believe the U.S. should pursue more major international events like the World Cup, Olympics and World Fair. When asked why it’s important that international tourists have a positive experience in the U.S., the top responses were: It reflects positively on America’s reputation (61 percent); it helps keep America safe by building goodwill and cooperation with other countries (50 percent); and they spend money supporting American businesses and workers (43 percent).
For international travelers, seeing the U.S. firsthand may offer a clearer picture than seeing it through a screen. By a 3-to-1 margin, Americans say visiting the U.S. provides a more accurate view of the country’s culture than social media or traditional news. Half of Americans—and an even larger share in World Cup host cities—believe the best way to understand the country is to experience it in person.
“The World Cup reintroduced America to the world,” said Geoff Freeman, President and CEO of the U.S. Travel Association, in a media statement. “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.”
