New experiences, culture, and global events that will mark the traveler's year in the United States

As the destination's tourism promotion organization, Brand USA invites international travelers to discover what's new: from major attractions and luxury hotels to key cultural events and enhanced international air connectivity. With so much new on the horizon, travelers will find new reasons to explore every corner of the United States.

“Across the country, destinations are revealing what’s next: from transformative new products and live events to revamped visitor experiences, generating new energy and more reasons to travel. Combined with major events like the FIFA World Cup, the 250th anniversary of the United States, and the centennial of Route 66, these developments are driving demand. For international travelers seeking the most relevant and on-trend experiences, now is the perfect time to start planning a trip to the country,” said Fred Dixon, president and CEO of Brand USA.

Major events across the country

Throughout 2026, major milestones such as the 2026 FIFA World Cup, the 250th anniversary of the United States, and the centennial of Route 66 will generate greater global interest in visiting the country.

The 2026 FIFA World Cup will have matches in 11 host cities in the United States: Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, New York/New Jersey, Philadelphia, the San Francisco Bay Area and Seattle.

The America250 celebrations will mark the country's 250th anniversary, inviting everyone to rediscover iconic landscapes, vibrant cities, tranquil coastlines, and small towns steeped in history. As part of these celebrations, Sail250 will bring together historic vessels from around the world for events in New Orleans, Norfolk, Maryland, New York Harbor, New Jersey, and Boston, between May and July 2026.

The Route 66 centenary will culminate on November 11, 2026, inviting visitors to explore its museums, classic diners, retro attractions, and new gastronomic spaces.

South (Arkansas, Texas, Florida, Louisiana, North Carolina, Tennessee, Alabama, Mississippi, Kentucky)

Featured new features

Dolly Parton's SongTeller Hotel will open in Nashville in June 2026. The property will feature 245 uniquely designed rooms and house Dolly Parton's Many Colors Life Museum, the most comprehensive exhibition dedicated to her life and career.
Waterline in Austin, the tallest building in Texas, will house the luxury 1 Hotel Austin, with 251 rooms and a rooftop pool terrace overlooking the Texas Hill Country.
The new Memphis Art Museum will open in late 2026 with 29 galleries and an expanded collection.
The Kentucky African American Heritage Trail will expand its route with new stops in spring 2026.
The Dot Experience in Louisville will offer an immersive experience exploring life without sight.
The Crystal Bridges Museum (Arkansas) will expand by 50% with new galleries and outdoor spaces, with a planned opening in June 2026.
Pendry Tampa will debut as a new five-star hotel in downtown Tampa Bay.
Universal Kids Resort will open in Texas as a family theme park with interactive experiences.
Alamo Promenade will renovate the historic Alamo Promenade in San Antonio.
The Amtrak Mardi Gras service will connect Louisiana, Mississippi, and Alabama with stops along the Gulf Coast.
The Biltmore Estate (North Carolina) will feature the immersive “Luminere” experience between March and October 2026.
Recess Hotel & Club will open in Savannah, Georgia, as a new social and lifestyle space.

West (California, Nevada, Arizona, Utah, Colorado, Montana, New Mexico)

Featured new features

Route 66 centennial celebrations in Santa Monica, Pasadena, and Albuquerque.
Opening of PUBLIC West Hollywood.
Full reopening of Highway 1 in Big Sur, one of the nation's most iconic scenic routes.
New experiences and residencies at Sphere Las Vegas, including extended screenings of "The Wizard of Oz."
Opening of the Vanderpump Hotel in Las Vegas with new world-class shows.
The Los Angeles County Museum of Art (LACMA) celebrates its 60th anniversary with new galleries.
Expansion of Deer Valley Resort with nearly 100 new runs and a new gondola.
New waterfront La Bahia Hotel + Spa in Santa Cruz.
Route 66 Remixed art project in Albuquerque.
Opening of the Lucas Museum of Narrative Art in Los Angeles.
One&Only Moonlight Basin opens in Montana with lodges, a spa, and luxury experiences.
New Fast & Furious roller coaster at Universal Studios Hollywood.
The Rocky Mountaineer Canyon Spirit tourist train will begin operating in Salt Lake City in April 2026.

Midwest

Featured new features

A new Acrisure Amphitheatre in Grand Rapids, Michigan, with a capacity of 12,000.
The National WWI Memorial & Museum in Kansas City will celebrate its centennial and host the World Cup Fan Fest.
The Obama Presidential Center in Chicago, featuring a museum, auditorium, and community spaces, will open.
A new Oneida Nation Museum in Wisconsin is scheduled to open this spring.

Northeast

Featured new features

Adaptive reuse project in The Mountain Side, Maryland.
Opening of the Wills Hotel in Maryland, the destination's first boutique hotel.
25th anniversary of the 9/11 Memorial & Museum.
New galleries at the National Constitution Center in Philadelphia.
20th anniversary of the Super Girl Festival in Virginia Beach, featuring sports, music, and activities.
Expansion of the New Museum in New York with the exhibition "New Humans: Memories of the Future."
World Cup activations at the Whitney Museum during the 2026 Biennial.
Centennial of the Harlem Globetrotters.
250th anniversary celebrations in Washington, D.C., with cultural and artistic events.
Renovation of the Smithsonian National Air and Space Museum, with the reopening of most of its galleries.

Pacific Northwest (Washington, Oregon, Idaho)

Opening of The Observatory Sun Valley (Idaho), a luxury resort with a rooftop observatory.
Walk-up access at Mount Rainier (Washington) and Glacier National Park (Montana).

Outside the mainland

2026 will be a great year to explore Alaska, with new luxury cruise routes. Companies such as Ritz-Carlton Yacht Collection, Crystal Cruises, Virgin Voyages, Princess Cruises, Windstar, Seabourn, MSC, and Disney Cruise Line will expand their itineraries in the region.

Source: Brand USA.