World Cup Host Cities Are Spending Millions to Tell Wary Tourists: You’re Welcom

Think the World Cup is just about soccer? Think again. This week, host cities are dropping millions on slick marketing videos—not to sell tickets, but to sell safety.

Why? Because international bookings to the U.S. are tanking. Tourists are wary, and the cities know they have one shot to say: “You’re welcome here.” They’re spending big to undo the damage before the first whistle blows.

This isn’t a game—it’s a rescue mission for American tourism.