Brand USA Launches More to Love Campaign Post World Cup Final

Launching the "More to Love" campaign immediately following the World Cup final on July 19, 2026, Brand USA is targeting repeat visits across 50 states, 5 territories, and 63 national parks.

The Core Transit Update

International flight gateways, national highway networks, and regional rail lines in the United States are preparing for long-term passenger growth. Following the conclusion of the FIFA World Cup on July 19, 2026, Brand USA launched its post-tournament campaign, starting paid distribution on July 20 across key source markets including Argentina, Australia, Brazil, India, Japan, South Korea, the United Kingdom, and Ireland.

The campaign utilizes the AI-driven trip planner "America the Beautiful Game" to help sports fans design customized itineraries. The initiative aligns with the US National Travel and Tourism Strategy, linking the World Cup with the upcoming Los Angeles 2028 Olympic and Paralympic Games. Official forecasts by the National Travel and Tourism Office project international arrivals to reach 74.1 million in 2027, rising to 78.7 million in 2028, and hitting a record 82.3 million in 2029.

Inbound Projections & Target Source Markets

Planning an multi-state road trip across the US requires tracking arrival forecasts and mapping regional marketing channels. The following tables outline the United States international arrivals projections and detail the campaign's target source markets.

Target Travel Calendar Year	Projected US Inbound Arrivals	Year-on-Year Growth Projection	Primary National Event / Policy Anchor
2027	74.1 million visitors	Baseline projection	Post-FIFA World Cup traveler retention
2028	78.7 million visitors	+6.2% increase	Los Angeles Olympic & Paralympic Games
2029	82.3 million visitors (Record)	+4.5% increase	Long-term National Travel Strategy target

United States international tourist arrivals forecasts (2027–2029).

Target Inbound Source Market	Stated Marketing Distribution Channels	Primary Campaign Strategy / Media
Brazil, India, Australia	Facebook, Instagram, TikTok	Paid social media videos & tournament clips
UK, South Korea, Japan	Facebook, Instagram, TikTok	Personal itineraries & scenic road trips
Argentina, Ireland	Facebook, Instagram, TikTok	Static graphic posts & national park highlights

Brand USA campaign target markets and distribution channels.

Traveler Logistics Guide

From a ground-level perspective, the best way to navigate this is to complete your digital Customs and Border Protection (CBP) declarations via the Mobile Passport Control (MPC) mobile application before landing at major gateways like John F. Kennedy International (JFK) or Los Angeles International (LAX), as this bypasses the standard international customs lines. Checking MPC eligibility is recommended.

To plan your American road trip:

Allow Safe Connecting Windows: US domestic airline transfers are subject to tight security checks. Allow at least three hours when connecting from an international flight to a domestic route to re-check your bags and clear TSA screening.
Observe National Park Permits: Popular parks like Yosemite and Zion require pre-booked vehicle reservations and trail permits during peak seasons. Secure these through recreation.gov before renting a car.
Confirm Visa-Waiver Status: Travelers from eligible countries (including Australia, Japan, South Korea, and the UK) must have a validated Electronic System for Travel Authorization (ESTA) approved at least 72 hours before boarding.
Observe Tipping Standards: Note that gratuities of 15% to 20% are standard for dining, taxi, and hotel services across all states.

Infrastructure Impact Assessment

The development of electric shuttle networks within high-traffic national parks (such as Grand Canyon and Zion) and the digitization of entry check-ins protect fragile wilderness trails from passenger car exhaust and congestion.

By directing international traveler spending to secondary cities and rural state routes, the post-event marketing framework distributes visitor revenue to local communities, funds public trail restorations across 63 national parks, and ensures that the country's diverse ecosystems remain protected.