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The Los Angeles Tourism & Convention Board, the official Los Angeles World Cup Host City Supporter and Official Tourism Board Promoter, has launched a global advertising campaign inviting Aussies to “Start Your World Cup Experience in LA”.
As Los Angeles prepares to host eight matches and 39-days of fan engagement for FIFA World Cup 2026, visitors will be welcomed by world‑class sports, culture, entertainment, culinary experiences, and a slate of exciting new openings.
Running in Australia from February to 3rd May 2026, the $1.04 million campaign targets high-value East-coast travellers aged 25-54. The integrated media plan, developed by Allied Global Marketing, balances reach with frequency across paid social, search, premium video, connected TV, out-of-home, radio, publishers and influencers.
The creative is led by the “We Love LA” platform, supported by FIFA creative, partner created content and Australia specific executions.
“As an official Los Angeles World Cup Host City Supporter, the World Cup offers a moment to showcase the creativity, diversity, and spirit that sets Los Angeles apart, and we’re proud to welcome fans as they begin their journeys here,” Los Angeles Tourism chief marketing officer Eileen Hanson said.
“Australians are well travelled and for many, they have already ticked off the LA’s bucket list tourist icons, so we wanted to inspire them with lesser-known neighbourhoods, culinary scenes, nightlife options, wellness and other sporting events that will entice them back once more.
“When it comes to holiday planning, we know that Australians are inspired by their peers, so authenticity is central to the media buy, with local storytelling brought to life via authentic and trusted Australian voices.”
Los Angeles Tourism has also partnered with online travel and content creator platform Byrdli, engaging local content creator Tahnee Cook to produce shoppable LA itineraries that drive inspiration and conversion. Custom editorial-led storytelling will also feature via LA city guides with Qantas Magazine (Medium Rare) and Boss Hunting.
According to Tourism Economics (as of January 2026), more than 351,000 Australian and New Zealand travellers visited Los Angeles in 2025, making the region its second-largest overseas market after China. Visitation is forecast to grow 4.9 per cent in 2026, to more than 368,000 visitors.
“As the second largest overseas source market for LA visitation, the Australia and New Zealand region remains integral to our success,” Los Angeles Tourism regional vice president Asia Pacific Craig Gibbons said.
“Australians pride themselves on their love of travel, and we are pleased to see their curiosity and passion for the City of Angels reflected in increased travel bookings. Australia and LA maintain a shared passion for sport, so with LA’s slate of mega-sporting events including the World Cup this year, Super Bowl in 2027 and the Summer Olympic and Paralympic Games in 2028 – there is an event for everyone.”
In Australia, Los Angeles Tourism is collaborating with United Airlines to promote service to Los Angeles through a targeted paid media investment focusing on Sydney, Melbourne and Brisbane. In addition, United Airlines has been included in prizing activity with ARN (Gold and KISS), further amplifying the campaign.
“Los Angeles has long been a favourite destination for Australian travellers, and United is proud to connect customers to the city with our daily services from Sydney and Melbourne,” United Airlines regional sales manager for Australia, New Zealand, and Tahiti Tim Wallis said.
“With major international sporting events set to bring global attention to LA, our network provides a seamless way for Australians to start their journey at the heart of the action in Los Angeles and explore more of the United States.”
Los Angeles Tourism has also been working closely with OneFootball, a digital platform with more than 645 million monthly fans connecting LA to one of the world’s most passionate online football communities.
At the heart of the campaign is a multilingual resource hub at the website, where visitors can explore neighborhood itineraries, cultural guides, and the popular culinary feature on “A Taste of the World Cup in LA.” LA Tourism has also worked closely with the Los Angeles World Cup 2026 Host Committee to curate a 39-Day Fan Experience Guide and calendar highlighting community and fan events, as well as the official Los Angeles World Cup 2026 Fan Zones.
Locally, Los Angeles Tourism is introducing a World Cup décor package for Member businesses to welcome visiting fans and activates at the official FIFA Fan Festival, transforming the historic Los Angeles Memorial Coliseum into a global celebration of football and culture from June 11-15.
This campaign builds on the excitement around the city’s remarkable stretch of international events – from the US Women’s Open Championship to Super Bowl LXI and the 2028 Olympic and Paralympic Games – putting Los Angeles at the forefront of global culture and sport.
