Special events will stimulate travel in 2026 despite economic uncertainty

In its latest tracking study of U.S. travellers, Longwoods International found that 34% of those travellers are likely to take an overnight trip to attend sporting events, such as professional or college games. And 20% of travellers say they likely will attend a FIFA World Cup match.

Amir Eylon, President and CEO of Longwoods International, observed that: “Special events such as the FIFA World Cup, America 250 and the 100th anniversary of Route 66 will all motivate U.S. travel this year.”

And he continued: “52% of travellers plan to travel overnight to attend cultural events, such as concerts and festivals.”

Nearly half (47%) of travellers are interested in touring Route 66 during its one hundredth anniversary this year. The main reasons for those planning to travel Route 66 this year is to experience the natural beauty and historic significance along the legendary route and to enjoy a road trip with friends and family.

Four key takeaways from Longwood International’s most recent tracking study include:

• One Third of American Travellers Say They Will Take an Overnight Trip to Attend a Special Sporting Event in the U.S. This Year:  34% of American travellers are likely to take an overnight trip to attend sporting events, such as professional, college, or international games in 2026.  This is a great opportunity for destinations to focus on extending the stay of the traveller.
• There is Significant Interest in Attending a FIFA World Cup Match:  20% of American Travellers say they likely will attend a FIFA World Cup match, with 7% indicating they are very likely to do so. This strong interest may help offset any potential hesitation by international travellers to attend these events.
• There is Strong Demand to Experience Route 66 during its Centennial year celebration:  Nearly half (47%) of American Travellers are interested in touring Route 66 during its one hundredth anniversary this year, with 7% already indicating that they have booked their travel to do so. The main reasons for those planning to travel Route 66 this year is to experience the natural beauty and historic significance along the legendary route (34%), to enjoy a road trip with friends and family (32%), and to specifically celebrate its centennial (14%).  This is a terrific opportunity for destinations along the historic route to leverage the growing trend of road trip travel among Americans.
• Demand for Travel in 2026 Continues at High Levels Despite a Softening in Overall Travel Spending: 90% of American travellers still indicate travel plans to go somewhere within the next six months (down slightly from a peak of 94% in June 2025). While one in three (32%) of American travellers still say their concern for their personal financial situation will greatly impact their decision to travel somehow (mostly via reallocation of spending), only one in five (20%) indicate that gas prices will do the same.   Thus, regional drive markets continue to have a prime opportunity as more travellers seek value for their money.  Once again, this will be a year of “the Great American Road Trip.”

Go to https://longwoods-intl.com/category/americantravel-sentiment/ for more.