The report says a survey of international visitors found that more than 60% left the United States with a more favourable view of the country. That cannot erase every political disagreement, but it underlines the influence of an event experienced in airports, restaurants, stadiums and city centres.
Peter Loge said the tournament is “filling a huge gap left by the Trump administration's retreat from the global stage” and reminding visitors that the country is “more than shouting headlines”. It is a striking claim, but football gives the United States a rare chance to present itself through hospitality, organisation and shared enthusiasm.
The financial benefits are also beginning to spread. The report says in-person card spending across host cities rose by about 6% during the tournament’s opening stretch, with spending by visitors increasing by nearly 17%.
That matters for more than hotels and stadium vendors. Local restaurants, transport operators, retailers and hospitality workers all stand to benefit when supporters stay longer and explore beyond the traditional tourist routes. The lasting question is whether those gains continue after the final whistle.
Houston has offered a particularly vivid example. The report says Brazil beat Japan 2-1 in the last 16, while supporters from both countries filled the city in their national colours.
Mark Jones described the host cities’ venues as a “surplus of sporting cathedrals”, arguing that matches in places such as Houston, Philadelphia, Dallas, Kansas City and Seattle can show visitors a broader version of America.
The next test will come as the tournament progresses: can the football, the fan experience and the economic lift combine to leave a lasting impression long after the World Cup leaves the United States?