Los Angeles has never been shy about the spotlight. But with eight FIFA World Cup 2026™ matches and 39 days of fan engagement on the horizon, the City of Angels is not merely stepping forward; it is throwing open the gates and rolling out the welcome mat for Australians.
The Los Angeles Tourism & Convention Board has launched a bold AUD $1.04 million integrated campaign across Australia, inviting fans to “Start Your World Cup Experience in LA.” It is confident, strategic and impeccably timed. And, in true LA fashion, it comes with a bit of showmanship.
Running nationally from February through to 3 May 2026, the campaign is aimed squarely at high-value east-coast travellers aged 25 to 54. The media mix crafted by Allied Global Marketing blends reach with frequency across paid social, search, connected TV, premium video, radio, out-of-home and influencer platforms.
Meta drives broad awareness. Google Search captures high-intent planners already halfway to booking. oOh! Media secures premium urban, transit and airport placements. And in a nod to the sports-hungry audience, placements align with football and US sports programming across Prime Video, Stan Sport, Disney+ and YouTube.
The creative is anchored by the “We Love LA” platform, a confident declaration that the city is more than Hollywood boulevards and palm-lined clichés. It is layered with FIFA creative assets and Australia-specific executions designed to speak directly to seasoned Aussie travellers.
Eileen Hanson, Chief Marketing Officer at Los Angeles Tourism & Convention Board, was unequivocal.
“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,” Hanson said.
There is also a clear recognition that Australians are no strangers to LA.
“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.”
It is a subtle but smart pivot. This is not about convincing first-timers. It is about re-igniting affection and expanding the narrative beyond Santa Monica sunsets and Beverly Hills selfies.
Australia: A Market That Matters
According to Tourism Economics (January 2026 data), more than 351,000 Australian and New Zealand travellers visited Los Angeles in 2025. That makes the region LA’s second-largest overseas source market after China. Forecasts for 2026 suggest visitation will climb 4.9 per cent to exceed 368,000 visitors.
Craig Gibbons, Regional Vice President Asia Pacific at Los Angeles Tourism & Convention Board, underscored the strategic importance.
“As the second largest overseas source market for LA visitation, the Australia and New Zealand region remains integral to our success,” 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.”
And that is the bigger picture. FIFA is not a one-off. It is part of an extraordinary run of global events that includes the U.S. Women’s Open Championship, Super Bowl LXI and the 2028 Olympic and Paralympic Games. LA is positioning itself as the sporting capital of the decade.
Authentic Voices, Trusted Channels
Australians, as Hanson rightly observed, trust peers more than polished tourism slogans. Accordingly, the campaign leans heavily into authentic storytelling.
Talent reads across Mamamia’s national podcast network, NOVA, and ARN radio, injecting familiar voices. Partnerships with Byrdli see Australian creator Tahnee Cook (Instagram: itstahnee) produce shoppable LA itineraries designed to inspire and convert in one seamless scroll. Editorial integrations feature in Qantas Magazine (Medium Rare) and Boss Hunting.
The strategy is multi-layered: aspiration meets practicality; inspiration meets booking pathways.
At the centre of it all sits DiscoverLA.com/FIFAWorldCupLA, a multilingual resource hub housing neighbourhood itineraries, cultural guides and a particularly tempting feature titled “A Taste of the World Cup in LA.” It is a digital concierge for the modern fan.
Los Angeles Tourism has also collaborated with the Los Angeles World Cup 2026 Host Committee to curate a comprehensive 39-Day Fan Experience Guide and calendar, spotlighting community activations and official Fan Zones.
Airlift and Access
Connectivity, of course, is everything. And here the partnership with United Airlines becomes pivotal.
Los Angeles Tourism is collaborating with United on targeted paid media across Sydney, Melbourne and Brisbane. The campaign integrates call-to-action messaging and booking pathways across social, video, display, connected TV, out-of-home and radio.
Tim Wallis, Regional Sales Manager Australia, New Zealand and Tahiti at United Airlines, reinforced the message.
“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,” 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.”
United’s inclusion in prize activations with ARN’s Gold and KISS networks further amplifies reach, clever integration that extends beyond standard advertising.
Football Meets Fandom
To deepen its football credentials, LA Tourism has partnered with OneFootball, a digital platform boasting more than 645 million monthly fans. The aim is simple: meet football supporters where they already congregate online.
On the ground, LA Tourism will introduce a World Cup décor package for member businesses and activate 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. Operational details will be released in March 2026.
It is a layered activation at scale, digital, physical and experiential.
More Than a Tournament
What makes this campaign noteworthy is not just the budget or the channels. It is the tone. LA is not pleading for attention. It is extending an invitation with confidence born of experience.
Australians understand sport. We understand long-haul travel. And we appreciate destinations that evolve rather than rest on faded postcards.
For Los Angeles, FIFA World Cup 2026™ is both a moment and a movement, part of a sustained strategy to cement its position at the intersection of global sport, culture and entertainment.
For Australian travellers, the message is equally clear: if you are heading to the World Cup, you may as well start where the action begins.
And, if LA has its way, you might just stay a little longer than planned.
by Alison Jenkins – (c) 2026.
Read Time: 6 minutes.
About the Writer.
Alison Jenkins has lived most of her working life in the slipstream of aviation, where timetables matter, and people matter more. In airline sales, she built a reputation the old-fashioned way: by knowing her clients, her routes, and never missing the human detail.
Quick with a smile, quicker with a solution, she made deals with warmth and kept her edge intact.
Trade shows, FAMILS, airport lounges and hotel lobbies became her second address. And somewhere along the way, notebook in hand, she began writing the journeys rather than selling them. Her reports grew lively, observant, full of the small truths only travellers notice.
That was the moment it dawned on her: she wasn’t simply travelling. She belonged in its stories.
