BRAND USA AND US host cities lean on innovation and AI to improve World Cup travel planning | News
As the United States welcomes international visitors for the 2026 FIFA World Cup, AI is transforming the way fans experience their travel – from planning their trip and overcoming language barriers to finding transportation, attractions and last-minute information once they arrive. With the tournament underway, Brand USA, the official destination marketing organization for the United States, is highlighting the AI-powered visitor tools already in place in host cities and how they are helping millions of international fans make the most of their time in the United States.
“The 2026 FIFA World Cup is a once-in-a-lifetime opportunity and data already tells us that international fans are not only planning a trip for the match, but also a trip to the U.S.,” said Fred Dixon, president and CEO of Brand USA. “According to our data, nearly half of World Cup travelers who search for information using our planning tools also inquire about national parks, road trips and explorations outside the stadiums. That’s exactly the kind of travel we want to inspire, and that’s why the US is one of the most dynamic destinations in the world.”
From city-specific AI concierges to a national travel planning hub, America’s destinations meet travelers in their own languages, on their own devices, with real-time information exactly when they need it most.
Brand USA’s America the Beautiful Game travel planning hub anchors the efforts nationally. From the first match to the final whistle, it is the only AI-powered resource with nationwide reach, connecting international fans to all 11 host cities, base camp destinations, trip planning tools and travel inspiration across the United States.
“One of the most exciting things right now is what our destination partners are building,” said Janette Roush, SVP of Innovation and Chief AI Officer for Brand USA. “DMOs across the country have launched AI tools that answer travelers’ questions in dozens of languages and help fans get the most out of the city they’re visiting. What Brand USA adds is national reach: Our America the Beautiful Game hub helps an international fan plan the games and discover the rest of the country beyond the stadiums. The work happening in these destinations will shape how the U.S. welcomes international visitors long after the last game has been played.”
In host cities and base camp destinations, local tourism organizations built and launched their own AI tools ahead of the tournament.
The Official NYNJ World Cup Concierge is a unique resource that provides real-time directions, venue information, local recommendations and matchday logistics, all through the host committee website. In addition, Libby from New York City Tourism + Conventions is active in 60 languages via NYCTourism.com, WhatsApp and Instagram. The tool helps fans plan routes, find local businesses and explore all five boroughs.
On the West Coast, the Los Angeles Tourism & Convention Board recently launched Angel, a World Cup-specific AI concierge. Angel helps fans plan their time in Los Angeles, California around eight games at SoFi Stadium, including the U.S. Men’s National Team opener on June 12, and everything the city has to offer off the field.
Just a few hours north of Washington, Visit Seattle’s Emerald helps visitors in more than 45 languages with personalized recommendations for attractions, restaurants, neighborhoods and transportation options, built specifically for international fans arriving for games at Lumen Field.
Greater Miami Convention & Visitors Bureau has deployed an AI assistant to miamiandbeaches.com. When fans visit the dedicated World Cup scheduling page, the chatbot shifts its focus entirely to tournament-specific information, giving fans arriving at Hard Rock Stadium for seven matches immediate access to match logistics and recommendations for Miami’s beaches, neighborhoods, restaurants and nightlife.
Several other host cities have also deployed AI visitor tools ready to help the millions of international fans arriving this summer.
Discover Atlanta offers Atlanta Travel Chat, an AI visitor assistant that provides city recommendations, travel information and tailored guidance for international World Cup participants, from dining near the stadium to local viewing parties and festivities around the city.
Meet Boston offers an AI travel planning tool at meetboston.com for fans arriving at Gillette Stadium for seven games.
San Francisco Travel has embedded a conversational AI planning tool into sftravel.com, allowing visitors to explore everything from the Golden Gate Bridge to Michelin-star dining through real-time personalized recommendations.
Visit Kansas City has integrated an AI travel planning tool on visitkc.com to help fans explore America’s soccer capital.
Discover PHL offers Ask Ben, an AI attendance assistant to help fans explore Philadelphia ahead of games at Lincoln Financial Field.
Visit Dallas has launched a digital concierge to help fans navigate the Dallas area, which will host more games than any other metro during the tournament.
Visit Houston offers an AI-powered visitor assistant to help fans navigate restaurants, attractions and experiences in one of the tournament’s most dynamic host markets.
International fans can plan their World Cup trip to the United States at AmericaTheBeautiful.com/football.
