With the Fifa World Cup now under way, all eyes are on the USA, which is co-hosting the global festival of football alongside Canada and Mexico.
Despite visitor numbers taking a dip, there are still plenty of new openings, exciting events and trends worth tipping off your America-loving clients about.
From last-minute football fun, cruising the Great Lakes and gorging out at Michelin Guide restaurants, we round up the top things agents need to know to sell the US this summer – and beyond.
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1. Last-minute World Cup bookings
Your football-loving clients might think it’s too late to get involved in the World Cup action, but with flight prices and hotel rates falling due to unexpectedly low ticket sales, there’s never been a better time for last-minute bookings for your clients – even for those without a match ticket.
In New York, travellers can enjoy free fan zones at iconic sites across the city, including the Rockefeller Center, with live match screenings, fan activities, a soccer pitch and an exhibition – all free of charge.
Meanwhile, in Philadelphia, fans can join the country’s largest Fifa Fan Festival taking place every day of the World Cup at Lemon Hill Park – again, free to everyone who registers in advance.
These are just a couple of the biggest World Cup celebrations and events, but your clients can discover free fan festivals and watch parties across the nation.
2. Affordability at the forefront
Beyond World Cup host cities, other destinations are also showcasing their affordability for UK travellers. Washington DC claims top spot for having more free attractions than anywhere in the USA, including museums, tours and live music.
Throughout summer 2026, the US capital celebrates America 250 at the National Mall with the Great American State Fair, showcasing food, art and culture from all 50 states. DC is also the only place to see the Declaration of Independence displayed in the National Archives Museum, which underwent a £30 million renovation last year.
The iconic Capitol building in Washington DC
Another affordable – and perhaps surprising – US destination is St Louis, Missouri – a city that has just become more accessible for Brits thanks to the new (and only) direct route from Heathrow, which launched in April.
Appealing to families and culture lovers, its free highlights include its urban parks, science centre and its iconic Gateway Arch National Park. This alternative destination aims to offer travellers an “unexpected peak at American culture.”
3. America's iconic road trip – now better than ever
St Louis is also located along the renowned Route 66, the iconic American road that is celebrating its 100th anniversary in 2026.
In Illinois alone, the start of the "Mother Road", more than $25 million has been invested in attractions, photo opportunities and other tourism products along the route, ensuring the state’s 300-mile stretch is ready for road-trippers not only in its anniversary year, but far beyond.
Any travel agents unsure where and how to start selling Route 66 to their clients are encouraged to look at Illinois’ five-day, four-night bookable itinerary, which begins in Chicago.
Of course, there are another eight other states where visitors can experience the iconic route, which continues all the way to historic Santa Monica Pier in California – a fantastic photo opportunity for travellers.
4. Trending ways to travel
River cruises might be booming in the industry right now, but coming up fast behind is lake cruising. The Great Lakes region, spanning the five Great Lakes and eight states, is seeing a record year for cruises in 2026, with more than 23,000 booked passengers running to a $230 million economic boost – a 25% increase from 2025. Popular suppliers for UK agents to consider booking include Viking, Ponant and Hapag-Lloyd.
Rail travel is also on the up, with Amtrak experiencing "unprecedented demand" across its network. Seattle highlighted a noticeable rise in rail travellers coming to the city, being a key stop on Amtrak's scenic, long-distance rail journeys such as Coast Starlight to Los Angeles, and Empire Builder to Chicago.
5. Destination spotlight: Chicago
The landmark Chicago Theatre on State Street
With the imminent opening of the £650 million Obama Presidential Center, Route 66 Century celebrations and major American sporting events – including Women’s Basketball and Major League Baseball – coming to the city, Chicago is certainly one to watch for your clients.
Although international arrivals account for just 2% of visitors to Chicago, the UK is considered a priority market, with many travellers from the UK aligning with Chicago's offerings, ranging from gastronomic and cultural attractions to neighbourhood exploration, of which Chicago has 77.
And with a new funding stream expected to double Chicago’s tourism budget, Choose Chicago President and Chief Executive Kirsten Reynolds teased that there’s going to be a lot more to come from the Windy City to enhance its appeal even further.
6. Michelin making its mark
Another reason for foodies to visit the Great Lakes region is for its restaurants, some of which will be named in the Michelin Guide Great American Lakes Region edition, which covers six cities – Cleveland, Detroit, Indianapolis, Milwaukee, Minneapolis and Pittsburgh. The issue will be released in early 2027 – one for agents to look out for for their foodie clients.
This follows the recent addition of six Los Angeles restaurants to California's directory in March, a guide which now features more than 500 Michelin-recognised restaurants across the state.
In 2025, Michelin’s inaugural America South guide was launched with 228 restaurants included, with New Orleans’ creole-loving Emeril’s the only restaurant to receive two stars.
Speaking of The Big Easy, COOLinary New Orleans is a month-long food celebration where around 100 participating restaurants offer great discounts – a great selling point for anyone visiting.
And for the wine lovers, the SOMM Hotel & Spa recently opened 30 minutes north of Seattle in Woodinville Wine Country, complete with two wine-blending rooms for guests to get hands-on with making their own wine.
7. Lux on the up
On the hotel front, the volume of luxury properties is increasing across the states, with renowned brands marking their mark.
Starting in Nashville, the opening of the Four Seasons in 2022 has led to a flurry of other luxury openings, including the St Regis Nashville and Nobu Hotel Nashville in 2027, and the Ritz Carlton Nashville in 2029.
Houston will also welcome a Ritz Carlton of its own in 2027. It comes at a positive time for the city, with news its hotel industry has achieved an 8% increase in revenue growth during the first quarter of 2026.
Nashville's Beale Street is still a hit with visitors
Luxury resorts continue to come thick and fast for Miami, particularly in the areas of Downtown Miami and Miami Beach. A few of its headline acts coming in the next few years include Aman Miami Beach, opening in 2027, plus Waldorf Astoria Miami and Mandarin Oriental Miami, which are both on the horizon.
Even Florida’s overlooked cities are starting to up their luxury game, with Jacksonville – now positioning itself as a perfect multi-centre pairing with Orlando, Miami and Atlanta – is opening its first luxury property in 2026: Four Seasons Hotel and Private Residences Jacksonville.
8. Novelty stays to watch out for
Clients looking for stays with a difference can look forward to a couple of more unsual openings. For country music fans, the hotly anticipated Dolly Parton SongTeller Hotel, alongside the Dolly’s Life of Many Colours Museum, is set to open in September 2026, with booking available now.
Currently under construction on the Las Vegas Strip is the Hard Rock Hotel and Casino. Built in the shape of a guitar, this 200-metre tall mega-resort is set to have staggering 3,700 rooms. Its doors are anticipated to open in the final months of 2027.
9. Professional sports
The World Cup kicks off a decade of sporting events in the US, with events to follow including the Olympic Games in LA in 2028, the Men’s Rugby World Cup in 2031, the Women’s Rugby World Cup in 2033 and the Salt Lake City Winter Olympic Games in 2034.
Around these events, there’s plenty of professional sporting action to be had year-round and nationwide. Denver is experiencing great interest in its national women’s soccer team – Denver Summit FC – with a recent game setting a league attendance record in the US.
Meanwhile, Las Vegas is one of the US’s premier destinations for professional sports – and in 2028, it will be adding Major League Baseball to its roster following the opening of its new stadium.
With the UK seeing a surge in American football fans, with approximately 18.5 million people watching the games and supporting teams, your clients may be interested in the next Super Bowl host destination, taking place on 14 February at the SoFi Stadium in LA.
Following this, Washington DC will host the NFL draft in April 2027, with the exciting three-day event for fans, featuring concerts and festivals across the city.
Destination spotlight: Puerto Rico
Puerto Rico is growing in popularity among UK visitors
In the words of Puerto Rico’s CMO Storm Tussey, the US island territory is having a moment. Visitors from Europe grew by 23% in 2025, with this year driving further interest, demonstrated by a 29% increase in European arrivals in Q1.
The island’s long-term tourism strategy, which has contributed to its growth, is rooted in cultural connection and experiential travel, both highlighted through Puerto Rico’s latest "Awaken Your Senses" campaign. Of course, this has been further amplified by the recent Super Bowl, which was headlined by Bad Bunny – the so-called the "Bad Bunny effect".
Even though there are currently no direct flights from the UK, Tussey confirmed arragnments are in the pipeline.
