Next summer Fifa World Cup fever comes to the US, which is giving the beleaguered destination a timely boost after 2025 saw a decline in international tourism arrivals.

A recent travel trends update from Advantage Travel Partnership acknowledged that in 2025 the United States experienced a tourism slump due to political rhetoric, policy shifts and a strained aviation system. It also reported that bookings to America for 2026 were up 20%, largely driven by the World Cup, which will feature both England and Scotland. 

Marketing organisation Brand USA is seizing the opportunity to promote trips of a lifetime: "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 America's iconic destinations" says president and chief executive Fred Dixon. 

Bookings spike

Cat Rainey, Gold Travel Counsellor, views the event as a big opportunity for the US industry: “We’re seeing a clear uplift in interest for US travel next summer that’s directly linked to the World Cup, particularly from clients who may not otherwise have considered a multi-city American trip. For many, the tournament has become the catalyst to finally do a ‘big’ US itinerary, combining sport with sightseeing, food, culture and iconic cities.”


She adds: “It’s also the first World Cup for a while that feels so accessible, with multiple entry points into the US from a variety of UK airports, compared to previous World Cups in Russia, Qatar and Brazil.”  

Fraser Hopkins, manager of Barrhead Silverburn in Scotland, is also witnessing a World Cup-related bookings surge: “It’s been a whirlwind since the World Cup draw,” he says. “The excitement has definitely translated into action – we’ve had football fans from all corners of Scotland calling and visiting our stores and online channels. The Friday night group announcement sparked a fair amount of enquiries, and it’s been non-stop ever since. Our branch experienced one of its best trading weekends ever.”

Sarah Bird, destination manager – USA and Canada, Dnata Travel UK, is also seeing a marked trend of people making plans and booking time off. “Bookings have gone through the roof since the schedules were announced,” she says. The most common durations have been 10-14 nights but there has been demand for even longer stays too. “From a UK customer perspective, we’ve been really lucky with the draw that the games are in gateways that are easy for clients to get to.”

Before the draw, Dnata was planning for every eventuality, she says: “We were enabling additional product in Kansas City, in Fresno, in all the different places, just in case.”  


“We’ve had a focus on motorhome itineraries, which are great for that flexibility of being able to be on the road and go where the tournament takes you. We had an offer for the full tournament that went out for 41 nights.”

In the heart of the action

While it's not always easy to get hold of World Cup tickets, Cat says guaranteed match attendance is not the be-all and end-all. Although some of her clients already have tickets or are in official ballots, she says a significant number are travelling primarily for the atmosphere, the fan zones and the overall experience. “We’re also seeing groups hedge their bets – securing flights and accommodation now, with flexible elements built in, while they wait to see how ticket allocations play out. This is about being in the thick of it and soaking up the atmosphere more than anything!”

Sarah explains that Gold Medal’s itineraries highlight fan zones for those who’ve not secured tickets. “There’s going to be so many different fan zones in all the cities that you can go and watch the game with 25,000 people in Liberty State Park in New Jersey, so it’s still an exciting proposition for everybody.”

Fraser says that a lot of Barrhead Silverburn’s bookings are with tickets however, at this stage, lots of supporters are still waiting to find out if they have been successful through the fan channels.

Book now, book flexibly

He advises early booking to secure preferred flights, accommodation, and packages while there’s still plenty of choice. “We’re advising our customers not to underestimate the value of working with a travel expert,” he explains. “Next year’s tournament is going to be a complex affair, with lots of moving parts. Having a reputable provider in your corner means that plans will be seamless, the best value, and fully protected.”

Cat is also pushing the early booking message: “The key is to act early on the fundamentals,” she says. “Flights and accommodation in host cities will tighten quickly once demand peaks, particularly for well-located hotels. That said, I do expect a ‘lates’ market too, especially as ticket availability becomes clearer closer to the tournament.”  

“The most successful bookings I’m seeing are those with built-in flexibility, clear contingency planning, and a focus on the wider travel experience rather than just match days.”

England's group stage

England’s group games will be taking place in Dallas (17 June); Boston (23 June); and New Jersey (27 June).  Cat advises that for longer distances like Dallas to the Northeast, internal flights are by far the most practical option, especially given the scale of the US. But in the Boston / New Jersey corridor, she says rail travel can work really well.

© Brand USA

“In host cities, I’m advising clients to stay slightly outside the immediate stadium zones, where there’s better value, more character and easier transport links,” she says. “Between matches, these destinations really come into their own – historic Boston, coastal New England, New York’s food and culture scene, and day trips to places like Cape Cod all add depth to the trip.”
 
Sarah agrees that flying between Dallas and the East Coast is more efficient, even though it’s more expensive. A road trip from Dallas across the country would be a lot of driving and not the most enjoyable of experiences. However, she does recommend getting a motorhome in Dallas to explore Texas and surrounding states.

Scotland's group stage

Scotland fans, meanwhile, are being treated to an extra long stay in Boston (for games on 14 June and 19 June) before the group finale in Miami against the mighty Brazil (24 June).

“Boston, New York, and Florida have absolutely stolen the show,” says Fraser. “We’re seeing lots of fans opting for packages that include match tickets, as well as longer stays to make the most of their time Stateside – whether that’s catching all three matches or enjoying a post-match holiday.”

His itinerary planning tips include thinking creatively about routes and connections: “Of course, direct flights from London are popular, but don’t overlook indirect options via Edinburgh or Manchester – they can offer great value and flexibility,” he says. “And if you’re looking to keep costs down, consider staying in areas just outside the main cities, like Somerville and Cambridge near Boston. They’re fantastic for soaking up local vibes without breaking the bank."

Although internal flights offer the quickest transfers, he wouldn’t rule out a road trip from Boston to Miami, with plenty of East Coast highlights on the way. “And Orlando from Miami is an easy hop and a fun option.”
 
For Scottish fans keen to make the most of their downtime in Boston between matches, Cat recommends leaning into the city’s history and walkability: “Explore the Freedom Trail, Harvard and the city of Cambridge, a Red Sox game at Fenway if schedules allow, and seafood spots along the waterfront. Boston is a compact city that rewards a slower pace.”

An agent's time to shine

To keep up with demand, Barrhead has launched a dedicated World Cup customer line, and Fraser and Cat agree this booking period is a travel agent’s time to shine:  “The World Cup is a brilliant hook,” says Cat. “But it’s the quality of the itinerary around it that really matters, as well as the care and attention we as travel experts can show though out.”

“It’s also about thinking outside the box – it’s not always the most obvious airport entry point or city that provides the easiest or cheapest route to getting in amongst the action – and working closely with clients to meet their budget expectations, yet still enable them to enjoy the very best travel and sporting experiences.”  

Sarah reiterates that World Cup itineraries need to be tailor-made to exactly what customers are doing: “We’ve not seen a set pattern to people all booking the same sort of itinerary. Everybody seems to want something different, and it’s great we’re able to offer that.”

And let's not forget, for agents in Northern Ireland and Wales, all is still to play for...