New U.S. Travel Association polling shows the FIFA World Cup tournament underscored that a majority of Americans recognize the unique role international tourism plays in strengthening America’s image and building global allies.
Moreover, by a 3-to-1 margin, Americans say visiting the United States provides international travellers with a more accurate picture of American culture than what they see through social media or traditional news.
More than four in five Americans polled (81%) said watching international visitors enjoy the nation’s communities, culture and attractions made them feel proud, and 86% said it brought them genuine joy.
That sentiment extends beyond the World Cup itself: four in five (81%) also believe it is important that international travellers have a positive experience while visiting the United States.
“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.”
The findings suggest Americans view international tourism as more than an economic driver. They see it as an opportunity to strengthen America’s reputation, foster goodwill and showcase the country’s people and communities to the world, says the USTA.
Notably, it adds, Americans rate the emotional and reputational case for welcoming visitors well above the economic case.
The travel industry felt it too. In an open letter published this week in The Wall Street Journal, CEOs of America’s largest travel companies, led by U.S. Travel National Chair and MGM CEO and President Bill Hornbuckle, thanked the American people, local communities and the government for helping deliver a successful World Cup, and called for continued collaboration ahead of the 2028 Olympics and other major global events.
The value of welcoming the world
According to the survey:
- 81% say seeing international visitors enjoy America gives them a sense of pride.
- 86% say they feel genuine joy watching visitors experience the United States.
- 81% believe it is important international visitors have a positive experience while in the U.S.
- 70% believe the United States 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 that:
- It reflects positively on America’s reputation (61%)
- It helps keep America safe by building goodwill and cooperation with other countries (50%)
- They spend money supporting American businesses and workers (43%)
Protecting the momentum
Americans also expressed concern about threatened policies that could undermine the progress made during the World Cup, including proposals like a new $250 entry fee and expanded social media screening for international visitors.
More Americans believe restricting or complicating international arrivals in World Cup host cities would hurt local businesses and communities than believe it would help, a signal that the public recognizes the value international visitors bring and doesn’t want to see new barriers put in their way, says the USTA.
“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.”
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