Brand USA Launches New Digital Hub to Capitalise on World Cup Tourism Opportunity

In a strategic initiative ahead of the 2026 FIFA World Cup, Brand USA, the nation’s destination marketing organisation, has rolled out a new trip planning platform, “America the Beautiful Game,” designed to convert tournament visitors into extended US travellers.

The hub, live now at AmericaTheBeautiful.com/Football, serves as a commercial tool to maximise the economic benefit of hosting the world’s largest single-sport event, which kicks off in June next summer.

Noting how the event provides a unique marketing platform, Brand USA president and CEO, Fred Dixon, said: “The United States offers unmatched experiences for football fans both on and off the pitch.” 

“The 2026 FIFA World Cup presents an opportunity to combine the love of the sport with the ultimate USA holiday.

“We invite fans to come early and explore the iconic destinations that make America unique in the world,” Dixon stated.

This executive direction frames the hub as a crucial resource for facilitating “a trip of a lifetime” and ensuring the US captures the full economic value of the global spectacle.

The digital program features two key mechanisms: a spotlight on 250 activities across the country, with a specific focus on 50 attractions in and around the host venues, and a series of AI-powered sample road trip itineraries.

These itineraries are carefully mapped to connect match-day locations like Atlanta, Dallas, and Los Angeles with broader regional destinations, encouraging visiting fans to extend their stay and explore the United States in depth.

The organisation’s focus is on seamless integration of sporting and cultural experiences, from stadium tours at the Mercedes-Benz Stadium in Atlanta and MetLife Stadium in New York/New Jersey (which hosts the Final) to local cultural centres and famed cuisine spots like Pecan Lodge in Dallas.

Dallas, Texas, has been allocated the most fixtures with nine, including a semi-final, positioning it as a key operational and commercial node for the tournament.

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