LinkedIn X Facebook Email Gift Decision Intelligence Photo Credit: Achraf Fayda, CEO, Morocco National Tourism; Leah Chandler, CMO, Brand USA; Steve Hill, CEO, Las Vegas Convention & Visitors Authority; Seth Borko, Head of Research Skift
Destinations can capitalize on hosting a Super Bowl, World Cup, or Olympics — but DMOs are often constrained to marketing around the event, not through it.
Brand USA knows the Super Bowl can drive real international visitation. Viewers based outside the U.S. were up 10% between 2023 and 2024, and the 2026 game brought in an estimated 90,000 visitors from outside the Bay Area — including international markets.
But you won’t find a campaign from the nation’s destination marketing arm with “Super Bowl” in the text.
“It's difficult for us to go out and market the NFL calendar to international markets even though we know it's act
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Tags: brand usa , destination marketing organization , live tourism , skift live tourism summit