Following the global success of the 2026 FIFA World Cup, Brand USA has unveiled its new international marketing campaign, "More to Love," designed to encourage international visitors to return to the United States and explore destinations beyond the tournament.

The campaign features authentic fan-generated content captured during the World Cup alongside stunning footage of America's highways, national parks, small towns and iconic landscapes, all accompanied by John Denver's timeless song "Take Me Home, Country Roads."

The digital campaign is running across Facebook, Instagram and TikTok in key international markets including Argentina, Brazil, Australia, India, Japan, South Korea, the United Kingdom and Ireland.

Turning World Cup excitement into future travel

According to Fred Dixon, President and CEO of Brand USA, the tournament created an unprecedented opportunity to showcase America's welcoming spirit.

"The World Cup created an extraordinary opportunity to showcase the energy, authenticity and hospitality of the United States. 'More to Love' thanks visitors for coming while inviting them back to discover even more."

During a recent Brand USA Board meeting, Robert O'Leary, Director of the National Travel and Tourism Office, described the FIFA World Cup as:

"Perhaps one of the greatest public relations events in American history."

He noted that millions of fan-generated photos and videos shared across social media dramatically expanded the global visibility of the United States.

Video content drives travel inspiration

Brand USA Chief Marketing Officer Leah Chandler said the organization intentionally relied on authentic traveler content rather than highly produced advertising.

The strategy appears to be working.

Brand USA reported that positive influence from its America the Beautiful video campaign reached 76% in June, the strongest result since tracking began eight months ago.

Its documentary-style series American Originals has generated nearly 197 million views since March while delivering engagement rates more than 120% above industry benchmarks.

More than seven out of ten surveyed consumers said the campaign inspired them to learn more about destinations and experiences across the United States.

Argentina and Brazil among growing markets

While inbound travel remains below expectations—with 15.2 million international arrivals through June, down 4% year over year—Brand USA highlighted encouraging growth in several key overseas markets.

Top-performing countries include:

• Colombia (+17%)
• Japan (+5%)
• Argentina (+2%)
• United Kingdom (+1%)
• Brazil (+1%)

The organization also noted that arrivals from World Cup participating countries increased 2%, while non-participating markets declined 7%.

Looking beyond the World Cup

Brand USA believes the momentum generated by the FIFA World Cup will continue through upcoming international events, including:

• Route 66 Centennial
• Los Angeles 2028 Olympic and Paralympic Games
• Men's and Women's Rugby World Cups
• Utah Winter Olympics

Together, these events are expected to attract millions of additional international visitors over the coming years.