Fred Dixon
Janette Roush
New national AI trip-planning platform and city-level digital concierges offer international fans personalised, multilingual and real-time travel assistance across the United States.
As millions of international football fans travel to the United States for the FIFA World Cup 2026, Brand USA is accelerating the adoption of artificial intelligence and digital innovation to transform the visitor journey, introducing a comprehensive AI-powered ecosystem designed to make trip planning, navigation, and destination discovery more seamless and personalised.
The initiative, led by Brand USA, the United States’ destination marketing organisation, combines a national AI trip-planning platform with a growing network of city-specific digital concierges across all 11 FIFA World Cup 2026 host cities. The ecosystem provides visitors with real-time information, multilingual assistance, personalised itineraries, transport guidance, dining recommendations, cultural experiences, and match-day logistics.
At the heart of the strategy is “America the Beautiful Game,” Brand USA’s AI-driven national trip-planning hub that connects international travellers not only to the World Cup host cities but also to training base locations, iconic attractions, national parks, scenic road trips, and a broader range of experiences across the country.
Fred Dixon, President and Chief Executive Officer of Brand USA, said the FIFA World Cup 2026 represents a landmark opportunity to showcase the diversity of travel experiences available across the United States beyond the football stadiums.
“The 2026 FIFA World Cup is a once-in-a-generation opportunity, and international visitors are increasingly planning experiences beyond the stadiums. Our data shows that travellers are interested in exploring national parks, taking road trips and discovering more of the United States. That is exactly the type of travel experience we want to inspire,” he said.
Janette Roush, Senior Vice President of Innovation and Chief AI Officer at Brand USA, highlighted the role of collaboration with destination partners in creating a connected and intelligent visitor ecosystem.
“One of the most exciting developments is the innovation taking place across our destination partners. Cities throughout the United States have developed AI tools capable of responding in multiple languages and delivering real-time guidance. Our national platform complements these efforts by helping visitors discover and plan experiences beyond individual destinations,” she said.
AI Concierges Transforming Host City Experiences
Across the FIFA World Cup 2026 host destinations, tourism organisations have deployed advanced AI-powered assistants tailored to the needs of international visitors.
The NYNJ World Cup Concierge provides fans with real-time transportation updates, venue details, and match-day information, while New York City Tourism + Conventions’ “Libby” supports travellers in 60 languages through its website, WhatsApp, and Instagram platforms, helping visitors explore neighbourhoods and create personalised itineraries across the city’s five boroughs.
On the West Coast, the Los Angeles Tourism & Convention Board’s “Angel” AI concierge assists visitors attending matches at SoFi Stadium by recommending attractions, dining experiences, and activities beyond the tournament schedule. In Seattle, Visit Seattle’s “Emerald” delivers personalised recommendations and multilingual support in more than 45 languages.
In Florida, the Greater Miami Convention & Visitors Bureau has integrated a smart AI assistant into its digital platforms, offering a dedicated World Cup mode that provides match schedules, local insights, beach recommendations, nightlife options, and neighbourhood experiences.
Other host cities are also embracing AI-driven visitor services. Discover Atlanta provides intelligent travel assistance covering attractions, dining, and fan activities, while Meet Boston offers a digital planning tool for visitors attending matches at Gillette Stadium. San Francisco Travel has introduced a conversational AI assistant to support personalised exploration of the city’s attractions, restaurants, and cultural offerings.
Additional innovations include Visit Kansas City’s AI planning platform designed around the city’s identity as the “Soccer Capital of America”, Discover PHL’s “Ask Ben” for tailored travel support in Philadelphia, Visit Dallas’ digital concierge for navigating one of the tournament’s busiest regions, and Visit Houston’s AI assistant providing recommendations for attractions, restaurants, and local experiences.
A New Era of Smart Tourism
Brand USA’s expanded AI ecosystem reflects a broader transformation taking place across the global tourism industry, where artificial intelligence is increasingly being used to create smarter, more personalised, and frictionless travel experiences.
By integrating national trip-planning capabilities with destination-level digital assistance, the United States is positioning itself to deliver a highly connected visitor experience during FIFA World Cup 2026, encouraging international travellers to explore the country’s diverse landscapes, culture, gastronomy, and attractions long after the final whistle.
