The FIFA World Cup may have lifted spirits more than visitor numbers, leaving the US travel industry with a mixed report card for the first half of 2026 (H1) – and plenty to prove before the 2028 Olympics.
New American government data has revealed that US travel from Australia fell by more than six per cent in H1.
According to the US Commerce Department’s National Travel & Tourism Office (NTTO), 438,052 Australians arrived in the country from January to June 2026, down 6.5 per cent from the 468,474 Aussies who visited over the same period last year.
A glance at the year through May reveals an even bigger drop, with a nearly double-digit (-9.2% to 347,182 visitors) decline over the 2025 number.
World Cup effect
The upshot, though slight, was June, when the country saw a 5.6 per cent rise in visitation, with 90,870 Aussie arrivals (up from 86,053 in June 2025). This increase marked the first year-on-year lift in visitor numbers from Australia in over a year (April 2025).
However, the growth was undoubtedly boosted by the hosting of the world’s largest sporting event, which kicked off on 12 June (the first US match).
Global update
Globally, US travel for the first half of the year dropped by 4.3 per cent to 15,241,650 – although this excludes arrivals from the State’ two largest source markets, Canada and Mexico.
Interestingly, overall arrivals in June dropped by almost two per cent (-1.8%) across global markets despite the World Cup.
The overall drop for H1 follows a five per cent decline in international inbound travel in 2025.
“The United States last year was the only country in the world to see a decline in international travel,” US Travel Association President and CEO Geoff Freeman said at May’s IPW event.
The real winner?
Even if it didn’t deliver the immediate impact tourism authorities hoped for, the World Cup may have provided more than sporting memories for the US – like greater public support for welcoming international travellers.
US Travel Association polling found 81% of Americans felt proud seeing visitors experience the country’s communities, culture and attractions, while 86% said it brought them genuine joy.
The findings suggest Americans increasingly see inbound tourism as a way to showcase the country globally, with 81% agreeing it is important international visitors have a positive experience while visiting the US.
Reputation was the leading reason, with 61% saying welcoming visitors reflects positively on America, followed by building goodwill with other countries (50%) and supporting local businesses and workers (43%).
The research also found 70% of Americans support hosting more major international events, including the Olympics and World Expos.
However, the industry is urging policymakers to protect the momentum, warning that potential barriers for international arrivals could impact communities that benefited from the tournament.
US Travel said the message from both travellers and locals was clear: when America welcomes the world, the world takes notice.
“The World Cup reintroduced America to the world,” Freeman said.
“Our best ambassadors aren’t politicians or headlines – they’re the Americans visitors met, the communities they explored and the people who made them feel welcome. That’s a win for every American.”
“The World Cup showed what’s possible when America welcomes the world. Now the challenge is making sure we keep our foot on the pedal—not create obstacles that deter the visitors we want to attract.”
KARRYON UNPACKS: US travel faces a mixed report card, with Australian arrivals down in H1 despite a World Cup boost. The challenge now is converting global attention into sustained visitation growth.
