Winning the Mega-Event Era: How Any Destination Can Capture Value from the World Cup to LA28

The FIFA World Cup packed stadiums this summer and sent millions of travelers across the U.S., well past the 11 cities hosting matches.

Join Miles Partnership for "Winning the Mega-Event Era: How Any Destination Can Capture Value from the World Cup to LA28," where you'll hear how host cities stretched match days into weeks of visitation and how neighboring markets captured demand through base camps, overflow demand and watch parties.

Hear from Martha Sheridan, President & CEO at Meet Boston; Adam Burke, President & CEO at Los Angeles Tourism & Convention Board; and Brent Bernasconi, Director of Digital Marketing at San Diego Tourism Authority. Together, they'll compare how the wins landed in host and neighboring cities and identify strategies destinations can use before the next wave arrives: the 2028 Olympics in Los Angeles, back-to-back Rugby World Cups in 2031 and 2033 and the 2034 Winter Games in Salt Lake City. They’ll also discuss how that thinking can strengthen destination marketing year-round.

Register today to secure your spot.