International visitors attending the 2026 FIFA World Cup are embracing American culture, food, and hospitality across the U.S. [1].

This surge in cultural appreciation highlights the soft-power impact of the tournament as millions of global fans engage with American lifestyle brands and local customs. The interaction serves as a significant point of cultural exchange during one of the world's largest sporting events.

Fans have expressed a particular fondness for iconic American experiences, ranging from regional barbecue to the scale of retail giants like Walmart [1, 4]. The travel center chain Buc-ee’s has also emerged as a point of interest for tourists exploring the country [1]. Beyond retail, visitors have noted the comfort of American air-conditioning and the perceived warmth of the people they encounter in host cities [1, 3].

In host cities such as Kansas City, Missouri, the local atmosphere has contributed to the positive reception of the event [1, 5]. The tournament is scheduled to run for four weeks during the summer [6] — a duration that allows visitors ample time to venture beyond the stadiums.

Reports indicate that the first week of the tournament has already generated strong visitor enthusiasm [2]. This early momentum suggests that the blend of high-stakes sports and "Americana" is resonating with a diverse international audience [1, 4].

Visitors are citing the hospitality of U.S. hosts as a primary reason for their positive impressions [3]. This combination of welcoming locals and recognizable commercial landmarks has helped the U.S. establish itself as a hit destination for the global football community [1, 2].

“Visitors are falling in love with American culture – from barbecue, Buc‑ee’s, Walmart and air‑conditioning”

The positive reception of 'Americana' by World Cup visitors suggests that the economic impact of the tournament extends beyond ticket sales and hotels into the broader retail and tourism sectors. By leveraging iconic brands and regional specialties, host cities are converting a sporting event into a wider cultural marketing opportunity for the United States.