As excitement builds ahead of the FIFA World Cup in the United States, Brand USA has unveiled an extensive lineup of fan-focused experiences designed to extend the tournament atmosphere far beyond the stadiums. From large-scale fan festivals and cultural showcases to museum exhibitions, public art installations and live entertainment, destinations across the country are preparing to welcome international visitors with immersive celebrations tied to the world’s biggest sporting event.
The initiative forms part of Brand USA’s broader strategy to position the United States as a premier global tourism destination during a period marked by major international events, including the FIFA World Cup, America’s 250th anniversary celebrations and the Route 66 Centennial. According to the organization, the experiences are intended to encourage visitors to explore the country’s cultural diversity, local communities and regional attractions in addition to attending football matches.
Fred Dixon said the tournament presents an unprecedented opportunity for international travelers to discover the breadth of experiences available across the country.
“Global events like this inspire travelers to explore more deeply, creating opportunities to experience the incredible depth and variety of the USA beyond the stadiums — from iconic cities and national parks to local food, music, culture and celebrations that can only be found here,” Dixon said.
Host cities prepare large-scale fan experiences
Across the United States, official FIFA Fan Festivals are expected to become focal points for international supporters, offering free public screenings, live entertainment and community celebrations.
In Atlanta, Centennial Olympic Park will host the FIFA Fan Festival Atlanta, featuring live match broadcasts, concerts, fan games and interactive activities. Additional programming includes the ATL Cultural Exchange at the former CNN Center, football-themed exhibitions at Emory University campuses and community celebrations along the Atlanta Beltline.
Boston plans to transform City Hall Plaza into a major football gathering point with live screenings, cultural performances and themed activities. The city will also host multiple regional watch parties, while Piers Park II is set to display what organizers hope will become the world’s largest football sculpture.
In Dallas, Fair Park will become the centrepiece of tournament festivities, with fan events accompanied by football-focused exhibitions at the Perot Museum of Nature and Science and the George W. Bush Presidential Museum. Nearby Arlington will also host cultural and sports-themed exhibitions examining football’s influence on global culture.
Houston is planning a large-scale celebration in East Downtown, where visitors will experience live broadcasts, immersive football attractions and public art initiatives under the “Art of Soccer” campaign. The city will also feature football-themed exhibitions and numerous hospitality-led watch parties.
In Kansas City, the National WWI Museum and Memorial will host fan events combining sports, music and community programming. The city is also curating museum exhibitions exploring football’s historical and social impact, alongside concerts and riverfront viewing experiences.
Los Angeles will centre its activities around the Los Angeles Memorial Coliseum, where fans can access live screenings, culinary experiences and cultural programming. Additional fan zones throughout the region will incorporate local art, food and entertainment reflecting the city’s multicultural identity.
Miami will activate Bayfront Park as its primary FIFA Fan Festival location, combining football celebrations with exhibitions at the FIFA Museum and art institutions including the Pérez Art Museum Miami.
The final stages of the tournament are expected to draw major international attention to New York/New Jersey, which will host the FIFA World Cup Final on July 19. Fan experiences throughout the region will include cultural performances, sports exhibitions, film screenings and public viewing events across New York City’s boroughs and neighbouring New Jersey communities.
Meanwhile, Philadelphia, San Francisco Bay Area and Seattle are preparing a combination of official fan zones, football-themed exhibitions, live entertainment and local culinary experiences aimed at both international visitors and domestic travelers.
Tourism strategy extends beyond football
Brand USA said the tournament is also serving as a catalyst for wider tourism promotion across secondary destinations and base camp cities. Locations such as Frisco, Nashville, Spokane, Portland and Alexandria are organizing football festivals, watch parties, concerts and cultural events connected to teams training in their regions.
The organization believes the FIFA World Cup provides an opportunity to strengthen international visitation while encouraging travelers to explore lesser-known destinations and regional experiences across the United States.
The campaign aligns with Brand USA’s wider tourism initiatives under its “America the Beautiful” platform, which aims to position the country as a destination for cultural exploration, entertainment, gastronomy and outdoor experiences alongside major sporting events.
With millions of international visitors expected during the tournament period, tourism authorities anticipate significant economic benefits across hospitality, aviation, retail and entertainment sectors as cities across the United States leverage the FIFA World Cup to showcase their tourism infrastructure and cultural identity on a global stage.
