Videos circulating online show tourists attending the 2026 World Cup expressing astonishment and delight with various aspects of American life, from abundant ice dispensers to large milk jugs. These positive reactions emerge at a time when U.S. travel policies have drawn criticism and reportedly hindered participation for some.
While many visitors are charmed by what they perceive as distinctly American conveniences and cultural touchstones, such as tailgating and specific television show references, the administration's policies have faced backlash. Reports indicate that an Iraqi player was detained for seven hours upon arrival, and a Somali referee was denied entry. Additionally, players from countries in the Global South have stated that families and supporters were unable to attend due to the U.S.'s "punitive travel policies."
These tourist reactions highlight a perceived disconnect between the welcoming spirit often associated with American culture and the restrictive policies enacted by the administration. Experts note that such attractions contribute to America's "soft power," defined as a nation's ability to influence others through attraction rather than coercion.
Hendrik W. Ohnesorge, a senior lecturer at the University of Bonn Institute for Political Science, explains that soft power is a crucial element of American global success, rooted in its cultural exports, technological innovations, and educational institutions. However, he argues that these instruments of soft power have been undermined through funding cuts and policy changes. "Some of the basic instruments of US soft power that were quite successful…especially during the Cold War years, were defunded," Ohnesorge said, citing Voice of America and USAID as examples. He also pointed to "attacks on institutions of higher education, which are also quintessential…lighthouses of US soft power."
Ohnesorge suggests that while the current administration may possess a different form of appeal, it is polarizing. In contrast, events like the World Cup foster international unity. The enthusiasm of World Cup tourists and the welcoming gestures from local communities, such as in Lawrence, Kansas, where residents embraced the Algerian soccer team, illustrate a societal impulse towards openness. "Soft power is a thing that rises from society, and usually it’s strongest when it’s not directed from the top," Ohnesorge stated. "These acts of everyday kindness, openness, and things like that, that are societal or maybe even apolitical. These are the ones that are most successful."
Despite policies that critics argue have damaged America's international standing, the underlying cultural appeal and the willingness of its citizens to be welcoming hosts remain significant factors in the nation's global influence.