International Soccer Fans Say the World Cup Changed How They See America

As the United States prepares to co-host the 2026 FIFA World Cup, tourism officials are paying close attention to how the event could shape the country’s image abroad. New survey results released in June 2025 found that many international soccer fans said the tournament has already improved how they see the U.S., months before the first match is played. The findings matter for the 11 U.S. host cities, where local leaders are counting on the event to bring visitors and longer-term tourism gains.

Survey finds perception shift ahead of 2026 tournament

A survey released on June 11, 2025, by marketing and research groups tracking World Cup travel interest found that a notable share of international soccer fans said the 2026 event changed their view of America in a positive way. The research focused on fans in key overseas markets and tied that shift to growing awareness of U.S. host cities, stadiums, and travel options, according to the survey summary.

The scale is large. FIFA confirmed in February 2024 that 16 cities across the U.S., Canada, and Mexico will host the expanded 48-team tournament, with 11 of those cities in the United States. That format will bring 104 matches in total, making the 2026 event the biggest World Cup in the tournament’s history, per FIFA.

Researchers said interest was not limited to match tickets. The survey found that many fans were also looking at surrounding trips to places such as New York, Los Angeles, Miami, Dallas, and Atlanta, linking soccer travel to broader vacation planning.

What it could mean for U.S. host cities

For U.S. cities, the immediate local impact is tied to visibility as much as visitor numbers. Host committees in cities including Kansas City, Philadelphia, Seattle, and Houston have already launched promotional campaigns, and local tourism agencies have said the World Cup gives them a chance to reach travelers who may not have considered the U.S. before 2026.

What is confirmed is that each host city is planning for international arrivals, transit demand, and hotel capacity during the tournament window in June and July 2026. What is not yet known is exactly how many first-time international visitors each U.S. city will receive, because FIFA has not released a full city-by-city ticket buyer breakdown.

Some local projections are already on the table. Philadelphia’s host committee said in 2024 that the city expects six matches and a major tourism lift, while Kansas City officials have pointed to regional economic benefits tied to training sites, fan events, and extended stays, based on local planning documents and public briefings.

Why fans say their views are changing

Part of the shift appears to come from exposure. Tourism analysts and host committees have said that repeated global coverage of stadiums, neighborhoods, and transportation networks can make U.S. destinations feel more familiar, especially for fans in Europe, Latin America, and Asia who are comparing 2026 travel options now.

Another factor is the tournament’s footprint. With matches spread across 11 U.S. cities from the East Coast to the West Coast, the event presents more than one version of the country, according to public briefings from host organizers. That matters because international visitors often associate the U.S. with only a few gateway cities before planning a trip.

For travelers, the practical takeaway is simple. Between now and kickoff in June 2026, fans should expect more city-level tourism campaigns, transportation planning updates, and hospitality announcements tied to World Cup preparation. FIFA and local organizers have stated that additional operational details, including fan experience planning, will continue rolling out through 2025 and 2026.