Research Research New Study: The World Cup Is Nine Weeks Away. Here Is What the Data Says RESEARCH April 08, 2026 Two months from kickoff, the 2026 World Cup represents a milestone opportunity for travel in the United States. International visitors are planning longer stays, higher spending and itineraries that stretch well beyond gateway cities. Yet success is not guaranteed. Concerns around safety, visa processing delays and shifting U.S. policy could dampen international arrivals and undermine the event's potential. OUR FINDINGS International World Cup visitors expect to spend more than $5,000 per person—1.7 times more than typical international visitors to the U.S. One in three plan to stay longer than two weeks. Nearly 40% intend to turn their trip into a broader vacation well beyond match attendance. And more than 80% are open to destinations outside major gateway cities—meaning the economic opportunity extends far beyond Miami, Los Angeles and New York. These are not short-stay event visitors. They are high-value travelers looking to experience America. That is an extraordinary opportunity for every segment of this industry. But the research also delivers a clear warning we cannot ignore. Between an initial December 2025 survey and our March 2026 full survey update, personal safety emerged as the number one concern among international attendees, on par with ticket prices. Additionally. nearly one in four cite concerns around visa and border processing as influencing their interest in traveling here for the World Cup. The demand is there. The question is whether our systems, our messaging and our welcome are strong enough to convert that interest into arrivals. To help travel leaders plan and respond, we have commissioned a comprehensive study through GSIQ Tourism Insights surveying more than 9,500 respondents across ten markets including the U.S., UK, Germany, France, Brazil, Canada and Mexico. The full report is available exclusively to Engage-level members by reaching out to [email protected]. The headline is simple: World Cup travelers are ready to come, ready to spend and ready to stay. Our job, as an industry and as an association, is to make sure America is ready to receive them. World Cup Travelers Represent Outsized Economic Value 2026 World Cup (WC26) travelers are not typical short-stay event visitors. International attendees expect to spend 1.7x more per person as recent international vacationers to the U.S., driven by longer stays, more complex itineraries and multi-person travel parties. International WC26 travelers expect to spend approximately $5,048 per person, 67% more than the $3,024 spent by recent international visitors on their last main vacation. Domestic fans who plan to travel out of their home area for games also anticipate spending more than on regular trips, anticipating an average spend of $4,794. Image Trips Will Be Extended, Not Just Shifted Importantly, the research suggests that WC26 extends trips rather than simply replacing regular travel. Fans are turning match attendance into longer vacations, incorporating sightseeing, dining and additional destinations. One-third (33%) of international WC26 travelers plan to stay more than two weeks, compared with 9% of typical international vacationers. 38% of international WC26 attendees and nearly half (45%) of domestic attendees say they are likely to turn their trip into a broader holiday beyond match attendance. These longer stays and multi-destination trips translate into greater total travel spend, even accounting for some demand pulled forward from future trips. Image Value-Conscious Travelers with Strong Spending Intent Higher spending does not mean luxury-only behavior. WC26 travelers are highly aware of value. International WC26 travelers over-index on midscale hotels (30%), compared with 25% of international visitors. Interest in bundled products: 36% of international WC26 attendees say they are likely to purchase a package combining flights, accommodation and match tickets. Dining, sightseeing, relaxing, nightlife and local culture rank among the top off-field activities. Ancillary spending opportunities are diverse: nearly one in five international WC26 travelers enjoy visiting a casino when on vacation and one in ten enjoy online sports betting. Together, these findings point to opportunities for coordinated, value-led offerings that simplify planning and encourage longer, more distributed stays. Who Is Traveling and How The research also sheds light on who WC26 travelers are and how they travel, with implications for product design and marketing. International WC26 travelers skew slightly younger than typical leisure visitors, with 40% aged 18–34, compared with 36% of regular international vacationers. Travel parties extend beyond fan groups. 60% of international attendees plan to travel with a partner and 38% plan to bring children. Interest Extends Beyond Gateway Cities While marquee gateway destinations such as Miami, Los Angeles and New York/New Jersey remain key anchors, the research shows visitors are open to exploring additional locations. More than 80% of international WC26 attendees are open to destinations beyond major gateway cities, particularly places that feel like the “real USA” and are easy to integrate into longer itineraries. For destinations outside primary gateways, this creates an opportunity to capture spillover demand through pre- and post-match itineraries, regional air connectivity and clear visitor messaging. Concerns Around Safety and U.S. Policy Increased Between a survey in December 2025 and a complete update in March 2026, personal safety emerged as travelers’ top concern, reflecting a shift in priorities and increased sensitivity to safety and U.S. policies that influence travel decisions. One third (33%) of international WC26 attendees say personal safety is a concern, and more than a quarter view ticket prices, flight reliability and government policies they do not agree with as concerns. Nearly one-quarter of international WC26 attendees also cite concerns related to visa or border processing. Almost 40% say U.S. government policy, significantly influences their interest in traveling to the U.S. for the World Cup. Looking Ahead 2026 World Cup represents a significant opportunity for the U.S. travel industry—defined by longer stays, higher spend and travelers eager to turn a global sporting moment into a memorable vacation. By aligning pricing, packaging, information and destination promotion, the industry can capture the full value of this demand. About the Research The study was conducted by GSIQ Tourism Insights on behalf of U.S. Travel and is based on primary survey work with more than 9,500 respondents across ten markets: the United States, United Kingdom, Germany, France, Italy, Spain, Brazil, Colombia, Canada and Mexico. Respondents included both soccer fans and non-fans, as well as recent travelers to the U.S. and those intending to visit for the 2026 World Cup. Joshua Friedlander VP Research, U.S. Travel Association Research conducted by GSIQ Tourism Insights on behalf of U.S. Travel Association Engage-level members can access the full report by emailing [email protected]
