Brand USA capitalises on the recent FIFA World Cup success by launching its ‘More to Love’ campaign, inviting global football fans, including those from India, to return and explore the vast tourism offerings of the United States.
Photograph: Mandel Ngan/Reuters
Key Points
- Brand USA launched ‘More to Love’ campaign to attract international visitors.
- The campaign targets fans who visited the US during the FIFA World Cup.
- It encourages travellers to explore beyond matches, including national parks and diverse landscapes.
- The ‘More to Love’ series is being promoted globally, with paid amplification in countries like India.
- The FIFA World Cup provided a unique opportunity to showcase US hospitality and energy.
FIFA World Cup 2026 created an “extraordinary opportunity” to showcase the energy, authenticity and welcoming hospitality of the United States, Brand USA president Fred Dixon has said.
The destination marketing organisation for the US, Brand USA unveiled an all-new social-first series, ‘More to Love’, on the day of the World Cup final (Sunday), thanking international fans who travelled to and through the US during the 2026 World Cup and inviting them to return and experience more of the country, according to a statement issued by it.
Boosting US Tourism Globally
In line with the campaign, the destination marketing firm, beginning July 20, started boosting the content online with paid amplification in several countries, including India.
The football World Cup was a 48-team event that played out over the US, Canada and Mexico, and brought football fans to these countries from across the world. Spain lifted the trophy by defeating defending champion Argentina 1-0 in the final.
“The World Cup created an extraordinary opportunity to showcase the energy, authenticity and welcoming hospitality of the United States,” said Dixon, president and CEO of Brand USA.
“Insights from our AI-enabled trip planning hub showed that fans wanted to experience much more than the matches, planning road trips between host cities and visits to national parks as part of their journeys,” he was quoted as saying in the statement.
‘More to Love’ builds on that interest by thanking travellers for coming, reminding them how much remains to be discovered and inviting them back to explore even more, from all 50 states, five territories, and the District of Columbia, to “our 63 national parks and the extraordinary landscapes and landmarks that distinguish our nation,” he said.
