World Cup 2026: Marketing for Tourism Destinations in China

China may not be competing in 2026 FIFA World Cup, but it is watching it – RedNote, which has broadcasting rights in China, reported 2.7 billion impressions for World Cup and football-related content within the first few days of the tournament. Meanwhile, Chinese OTA Qunar reported double-digit growth for flight and hotel bookings for New York, Los Angeles, Miami, Atlanta, and Toronto during the tournament dates. Tourism brands have a strong opportunity to tap into the football fever this summer – Sina Weibo says that more than 50 destinations have already joined the “Travel with the World Cup” Supertopic. Here are a few examples from among Dragon Trail’s clients.

Los Angeles Tourism and Convention Board

As a host city, Los Angeles is an official partner of the FIFA World Cup 2026, and this has been its summer content theme, including tournament calendars and countdowns, guide to stadiums and where to watch the matches, tips for buying locally branded sportswear, and even a dining guide to food from the host and participating countries in L.A. – from Canadian poutine to Brazilian churrasco.

Los Angeles has also been sharing videos and photos provided by Popmart of viral sensation Labubu in Los Angeles for the World Cup. On July 2, the tourism board launched a giveaway on RedNote of a limited edition “Catch the Win” World Cup-branded Labubu, asking entrants to share where they’d take Labubu on a trip to Los Angeles.

Visit California

Visit California’s “Extra Time” video campaign invites visitors in town for “the big game” to explore further, promoting experiences and destinations in and beyond hosts Los Angeles and the San Francisco Bay Area. Other social media posts help visitors to find where they can watch the tournament for free, suggest routes for traveling between California’s two host destinations, and introduce the World Cup stadiums.

VisitScotland

Scotland may not have made it out of the group stage at the 2026 World Cup, but Scottish fans made a huge impression on host city Boston and worldwide – dressed in kilts, playing the bagpipes, and the song “No Scotland, No Party” going viral in and beyond the United States. VisitScotland shared the phenomenon across their Chinese social media platforms, along with an explanation of the term “Tartan army”.

VisitScotland also shared content about the world’s oldest surviving football, which dates back to the 1540s and is normally on display at the Stirling Smith Museum. The tourism board created a touching marketing video about the ball – which actually did travel to the US with the Scottish team this summer – enjoying a day out in Scotland.

English Heritage

English Heritage shared the origin story of modern football and how the game has evolved over the centuries, with the formation of the Football Association in London in 1863 to define the rules still used today. The post, shared on RedNote and WeChat, also included photos of children playing football at English Heritage sites today – under the walls of Kenilworth Castle, on the lawns of Dover Castle, and in the green spaces of Leeds Castle – emphasizing the strength of England’s football culture alongside its heritage sites. An additional Weibo post guided visitors to blue plaque destinations around London where famous historical football players and managers have lived.