As the global tourism landscape continues to evolve, sports tourism has emerged as a powerful tool to boost international travel to the United States. The recent summit held by the International Inbound Travel Association (IITA) shed light on the opportunities that major sporting events like the 2026 FIFA World Cup and the 2028 Olympics are set to bring to the U.S. The panelists discussed not only the impact of these events on tourism but also how to leverage them for long-term growth in the industry.

Tyler Gosnell, Managing Director of International Inbound Travel at the U.S. Travel Association, emphasized the importance of ensuring that visitors have a positive experience during their travels. “We are going to have people coming in who have never been in the U.S. before—how do we ensure they have a fantastic experience so they are going to return?” he asked, underscoring the significance of making a lasting impression on international visitors.

Los Angeles, one of the central cities for the upcoming World Cup, will host eight matches, including the highly anticipated U.S. national team match and three knockout rounds, including a quarterfinal. The city will also serve as the host for the 2028 Olympic and Paralympic Games, marking its third time hosting the Olympics. This convergence of major events presents a unique opportunity for Los Angeles to showcase its tourism offerings to a global audience.

However, the region has faced significant challenges in recent weeks, as Southern California was ravaged by wildfires. Adam Burke, President and CEO of the Los Angeles Tourism and Convention Board, addressed the ongoing recovery efforts. "We have been so overwhelmed by the support of the last couple of weeks," he said, noting the city’s efforts to combat both wildfires and public misconceptions. Despite the challenges, Burke remains optimistic about the potential of the World Cup and the 2028 Games to help reshape the narrative around the city.

The focus of Burke’s comments was clear: Los Angeles' success during these global events will contribute to the overall success of the U.S. as a host. "This is not L.A.'s World Cup or Kansas City's or Grapevine's,” Burke said. “This is a massive opportunity for the U.S. The World Cup is only going to be successful if the cities are successful.”

Grapevine, a city located in the Dallas-Fort Worth metro region, is also poised to benefit from the World Cup. Heather Egan, Director of Leisure and International Sales at the Grapevine Convention and Visitors Bureau, explained that the city expects over 100,000 international visitors per day during the event, with many travelers visiting multiple U.S. cities. "A lot of those visitors when they come, they’re not just coming for one match or two matches,” Egan said. “They’re going to go from Dallas to Los Angeles and Kansas City and Atlanta." Grapevine’s strategy is to collaborate with other destinations to create a seamless and unforgettable experience for international tourists.

The U.S. Travel Association is preparing to release a report on necessary travel reforms ahead of the major international events taking place in the coming years. Gosnell noted the importance of ensuring the U.S. is ready to meet the needs of incoming tourists, particularly those traveling for the World Cup, the 2028 Olympics, and other high-profile events. "How do we ensure they have a fantastic experience so they are going to return?" he asked.

Brand USA, a key player in U.S. tourism marketing, is also taking steps to capitalize on the influx of international visitors. Jackie Ennis, Managing Vice President of Global Trade Development at Brand USA, emphasized the organization’s efforts to connect visitors with not only the host cities but also lesser-known destinations. “This is an opportunity to connect the dots to lesser-known cities,” she explained.

Looking ahead, Fred Dixon, President and CEO of Brand USA, noted that the U.S. is expected to welcome 78.8 million international travelers in 2024, with an increase to 85.8 million by 2026. Last year, travel and tourism spending in the U.S. reached $254 billion, a 12.4% increase from the previous year. This growth reflects the expanding role of international tourism in the U.S. economy and the continued importance of sports tourism as a driving force for future success.