World Cup Host Cities Are Spending Millions to Tell Wary Tourists: You’re Welcome Here
Photo Credit: New York City Mayor Zohran Mamdani stars in a welcome video targeting World Cup visitors. Youtube / New York City Mayor's Office
Skift Take
The World Cup handed host cities a global stage. Marketing videos underscore how host cities are using it to reassure a world that has grown more hesitant to book U.S. travel.
For American destination marketers, the World Cup is a chance to reverse a slide in international visits and the campaigns they're running share a single word: welcome.
For international tourism boards, the tournament is an opportunity to inspire travel, particularly for smaller countries making their World Cup debut. For American destination marketers, it offers a chance to juice traveler confidence after immigration policies, entry requirements, and political rhetoric contributed to a slowdown in inbound travel.
Marketing videos are trying to make clear that host cities are ready to welcome soccer fans with open arms. New York City Mayor Zohran Mamdani released a welcome video addressing visitors earlier this week. Meet Boston has launched a “Welcome World” campaign and video. Visit Philadelphia has its own, unrelated, “Philly Welcomes the World” campaign.
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