- With soccer fans gearing up for the new European season, British Airways data shows international sports tourism is soaring.
- Six in ten (59%) of U.S. adults who watched the tournament saying it has inspired them to travel abroad.
- Almost two-thirds (63%) say they are likely to plan an international trip within the next year as a result.
- Over half of Americans who watched the tournament say they either already follow, or have now started following, an international soccer team, and the UK’s Wembley Stadium is topping fans' bucket lists to visit.
New York, August 19 2026 – The summer's biggest international soccer tournament has inspired Americans to think beyond the final whistle, with new British Airways research revealing that nearly six in 10 (59%) U.S. adults say the tournament inspired them to travel abroad.
The research of 3,000 Americans found that soccer's global appeal is translating into real travel intent, with almost two-thirds (63%) of those inspired by the tournament saying they are likely to plan an international trip within the next year as a result.
The findings come as excitement builds for the start of the European football season, highlighting the growing connection between sport, culture and international travel.
The tournament is also inspiring international exploration, with more than three quarters (77%) of American fans saying it has increased their interest in experiencing different countries and cultures around the world.
Meanwhile, over half (56%) of Americans who watched the tournament say they either already follow, or have started following, an international soccer team since the tournament, suggesting that global fandom continues long after the final match.
For many fans, that passion is fueling travel ambitions. Among those interested in visiting an international stadium, London's iconic Wembley Stadium topped the wish list, with 15% naming it as the stadium they would most like to visit.
Neil Chernoff, British Airways Chief Network and Planning Officer, said: "Sport has a unique ability to connect people with new cultures, destinations and experiences. It’s great to see that many Americans are feeling inspired to explore the world following a summer of international soccer, whether that's visiting a famous stadium, experiencing a new city or following their favorite team abroad.
"As the UK's national carrier, we're proud to connect customers from 27 U.S. cities non-stop to London, and from there to more than 200 destinations worldwide, to help turn that inspiration into unforgettable experiences."
The survey also highlighted how committed fans are to keeping up with the action while travelling. While 16% of Americans say they would avoid flying during a major sporting event so they don't miss it, 12% say they would actively choose a flight that allows them to watch the event from the air. It's a trend that aligns with British Airways' investment in the customer experience, including the rollout of high-speed Starlink connectivity across the airline's fleet.
For travellers inspired to plan their next international trip, British Airways continues to offer more flights from the US than any other European carrier, with seamless connections to destinations across Europe and beyond.
ENDS
Notes to editors
Research conducted by Censuswide among a sample of 3,000 nationally representative U.S. consumers aged 18+. Data was collected between August 6 and August 11, 2026.
Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. Censuswide adheres to the MRS Code of Conduct and ESOMAR principles.
