From the 2026 World Cup to the 2028 Olympics: LA Bets on the Son Heung-min Effect
Los Angeles (LA) is stepping up its sports tourism strategy ahead of the 2026 FIFA World Cup and the 2028 LA Olympics. The arrival of Korean football star Son Heung-min at LAFC has added fresh momentum to tourism and sports marketing efforts aimed at the Korean market.
LA to Welcome Global Fans as a 2026 FIFA World Cup Host City
According to FIFA, the LA area will host eight matches during the 2026 FIFA World Cup. All of them will be played at the Los Angeles Stadium in Inglewood, including the U.S. national team’s opening match and a quarterfinal.
The Los Angeles tourism authority is using the World Cup as an opportunity to showcase the city’s sports and cultural experiences. Its 2026 global campaign is designed to promote extended stays that combine match attendance with fan festivals, local cultural events and visits to major attractions.
Transport and Tourism Infrastructure Upgraded Ahead of the 2028 LA Olympics
According to the official LA28 schedule, the 2028 Summer Olympics will take place from July 14 to July 30. This will be Los Angeles’ third time hosting the Olympics, following the 1932 and 1984 Games. The Paralympics will follow from August 15 to 27, 2028.
A central challenge is creating an efficient transport network linking multiple venues with key tourist destinations. LA28 and the Los Angeles County Metropolitan Transportation Authority are pursuing a public-transit-led approach, while the 2026 FIFA World Cup is expected to serve as a real-world test of visitor flows and transit operations.
The Los Angeles Convention Center is also being expanded and modernized ahead of the Olympic schedule. According to the city of Los Angeles, the convention center will be one of the key facilities supporting the 2028 Games, with construction timelines being coordinated with LA28’s event preparations.
Son Heung-min’s Move to LAFC Could Boost Sports Tourism from South Korea
According to an official LAFC announcement, Son Heung-min moved from Tottenham Hotspur to LAFC in August 2025. He signed as a designated player through 2027, with an option for 2028 and an additional option running through June 2029.
Since joining LAFC, Son has emerged as a central global star connecting live match experiences with the club’s digital content. LAFC can strengthen its ties with overseas supporters, including those in South Korea, while Los Angeles gains a stronger foundation for sports travel packages that combine games with sightseeing.
Doan Ryu, a tourism executive with the Los Angeles tourism authority, highlighted the importance of the Korean market and Son’s influence, explaining that his move to LAFC is helping raise awareness of Los Angeles and interest in sports tourism in South Korea. In practice, the tourism authority has stepped up promotions targeting football fans, including a World Cup campaign in South Korea featuring LAFC players.
The Value of the Korean Market and LA’s Tourism Strategy
Materials from the Los Angeles tourism authority identify South Korea as one of the city’s key international visitor markets. Korean visitors tend to combine Hollywood and beach attractions with Koreatown, live sporting events, dining and shopping, making them an important customer base capable of driving longer stays and higher spending.
The World Cup and the Olympics are more than sporting events: they are major platforms for showcasing a city brand to audiences around the world. LA’s strategy is to bring together stadiums, fan zones, the convention center, public transport and local tourism experiences into a single visitor journey that encourages international travelers to stay longer.
With Son playing for LAFC during the same period that Los Angeles hosts the 2026 World Cup and prepares for the 2028 Olympics, opportunities are also growing to expand game-and-sightseeing packages aimed at Korean fans. The actual impact on visitor numbers, however, will depend on market conditions including flight availability, match schedules, ticket prices and hotel costs.
Sports Tourism Highlights for Visitors to LA
- 2026 FIFA World Cup: The LA area will host eight matches, along with official fan festivals and local cultural events.
- LAFC matches: Demand among Korean fans for attending games in person may vary depending on Son Heung-min’s availability and the match schedule.
- 2028 LA Olympics: The Games will run from July 14 to 30, with organizers working to connect venues and tourist attractions across the city.
- Tourism content for Korean visitors: Extended-stay trips combining Koreatown, sports venues, beaches and cultural institutions are emerging as a major area of interest.
Frequently Asked Questions (FAQ)
When did Son Heung-min join LAFC?
According to an official LAFC announcement, Son Heung-min moved from Tottenham Hotspur to LAFC in August 2025.
How long is Son Heung-min’s contract with LAFC?
His designated-player contract runs through 2027, with an option for 2028 and an additional option through June 2029.
How many matches will LA host during the 2026 FIFA World Cup?
According to FIFA, the LA area will host eight matches during the 2026 FIFA World Cup. The games will be played at Los Angeles Stadium in Inglewood.
When will the 2028 LA Olympics take place?
According to the official LA28 schedule, the 2028 Summer Olympics will be held from July 14 to July 30.
How could Son Heung-min’s move to LAFC affect tourism in LA?
If more Korean fans travel to LA to see Son, demand could grow for sports tourism combining match attendance with hotels, dining and shopping. The actual scale, however, will depend on the match schedule, ticket availability and air and hotel conditions.
What infrastructure is being upgraded ahead of the LA Olympics?
LA is strengthening its public-transit system and upgrading facilities to support the Games and accommodate visitors, including the expansion and modernization of the Los Angeles Convention Center.
