Los Angeles Tourism has launched a global advertising campaign, inviting Australian fans to “Start Your World Cup Experience in LA.”
The City of Angels will host eight matches and 39-days of fan engagement for FIFA World Cup 2026 visitors.
They will be welcomed by world‑class sports, culture, entertainment, culinary experiences and a slate of exciting new openings.
Running in Australia until May 3, the $1.04 million campaign targets high-value east coast travellers aged 25-54.
The integrated media plan 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,” said Eileen Hanson, Chief Marketing Officer, Los Angeles Tourism.
“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.”
More than 351,000 Australasians visited Los Angeles in 2025, making the region its second-largest overseas market after China. Visitation is forecast to grow 4.9% 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,” said Craig Gibbons, Regional Vice President, Asia Pacific at Los Angeles Tourism.
“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.”
