The World Cup Is Putting American Abundance on Display

As briefly mentioned in my last column, World Cup tourists’ repeated astonishment with everyday American abundance has become a viral sensation—and in a very good way. Seemingly not a day goes by without some happy foreign soccer fan raving on social media or to the press about quintessentially “American” things—free drink refills, bottomless chips and salsa, ginormous sports stadiums, fancy cars, big houses, ranch dressing, frigid air conditioning, shiny hospitals, etc.—that we consider relatively mundane features of daily life in the United States. (Buc-ee’s, Costco, and Texas Roadhouse have been particularly big hits, and for good reason.)

These viral posts have delighted American onlookers and captured endless media commentary on how the foreigners’ innocent—and often hilarious—observations have helped unite a divided U.S. and remind us locals of just how good we have it. In an era of endless grousing about the U.S. economy—reflected in various surveys of American “sentiment” and sometimes even justified—the ongoing episode has been a welcome, optimistic change of pace and a loud, folk-libertarian reminder that a nation’s capital, policies, and political class are most definitely not the same as its communities and citizens.

The scenes have also raised several noteworthy economic policy points—some good, some ominous—that deserve more attention.

Yes, we have it pretty darn good.

For starters, the amazement of relatively wealthy foreigners—you don’t take weeks off touring America if you’re dirt poor—at relatively middle-class American environments is real-world evidence of our nation’s immense everyday wealth.

The timing couldn’t be better (and, no, I’m not talking about the A/​C‑less heatwave in Europe).

As The Economist just documented, earlier this year Nobel laureate Paul Krugman and several other elite economists got into a heated (and very wonky) online debate about whether Americans’ living standards really were zooming ahead of those of our European counterparts. The main point of contention was how to measure individuals’ purchasing power in both places, with one approach showing an increasing wealth gap and the other (Krugman’s) a relatively steady one. You can see the difference in the chart below: Using a constant “purchasing power parity” adjustment shows France’s GDP per capita—a standard way to measure individual wealth—to be declining versus that of the U.S., while using a “current PPP” adjustment shows little long term change, and thus a different wealth narrative.

As someone who loves both visiting foreign countries and returning home to my American creature comforts, I freely admit my biases in this debate. But both sides do raise some legitimate issues about how we should measure living standards across countries, as well as what should be measured. Overall, the debate has been delightfully intense and catty—at least for nerds like me.

Yet, as The Economist points out, both sides also seem to agree on a few things: First, Europe is growing more slowly than America, thanks in large part to the economic dynamism and tech-fueled productivity here. Second, even Krugman’s pro-Europe data (see chart above)—along with many other sources—show Americans to have higher average wages and more disposable income (yes, even after accounting for out-of-pocket healthcare costs) than the average European in most places (yes, there are exceptions), due to our superior labor productivity and their leisure choices. Third, and most importantly, both sides want to support their reading of the data with an “eye test”—i.e., visiting each place and just looking around—that the economists believe will confirm their own American/​European wealth story.

Hilariously enough, thousands of European World Cup tourists—along with ones from Japan and other countries, too—have performed just that test, mere days after the economists proposed it. And the result is an absolute rout for Team America:

Let’s be very clear: the European middle-class is not traveling to the US. They can’t afford it.

These are rich European traveling and being amazed at the wealth of the American middle class.

European middle class earns € 2200/​mo. After expenses they have €500/​mo left at… https://t.co/xMvX8AG46W

— Tony Aubé (@aubetony) June 23, 2026

Texas. Jesus what a place.

I often see Americans say on here “the European mind can’t comprehend..” and they’re are completely right.

From the scale of everything to the true southern hospitality. I loved every second and hope to be back soon. ðŸ´ó §ó ¢ó ¥ó ®ó §ó ¿ pic​.twit​ter​.com/​8​V​j​7​v​QJxOo

— Ed Baker ðŸ´ó §ó ¢ó ¥ó ®ó §ó ¿ðŸšœ (@EdBaker97) June 19, 2026

There are many reasons for the foreigners’ astonishment. (A big one, in my opinion, is that these folks are seeing parts of Real America, especially in the Sun Belt and Midwest, that foreign tourists rarely visit, yet—as we’ve discussed here repeatedly—allow not-rich Americans to live very comfortable lives.) And, to be sure, not all the astonishment is genuine.

But a lot of it obviously is, and at its root lies the Great American Prosperity Machine. Deal with it, haters.

Capitalist ‘charity’ is still good.

Another fascinating and wholesome part of the foreigners’ U.S. experience has been the outpouring of support they’ve received from both normie Americans—workers, neighbors, random passersby, etc.—and a wide range of American celebrities and companies. Most notable in this regard has been German soccer (fußball) fan Freddy, whose daily adventures in Middle America have earned him a giant online following and a Forrest Gump-like amount of in-kind support from pro sports teams, hotels, airlines, and a smattering of famous athletes, entertainers, and politicians (including at least one sitting governor who volunteered to help Freddy attend Germany’s game in Toronto after a flight cancellation). Freddy’s experience is unique, but only in terms of its magnitude: A wide range of U.S. businesses, municipalities, and influencers have rolled out the red carpet for these happy foreign visitors, greatly adding to the entire feel-good experience.

Unsurprisingly, this support has led dismissive cynics to explain that, actually, a lot of it is just a selfish attempt to boost sales, brands, and online engagement instead of genuine generosity and kindness. Some of those allegations are clearly false, but the correct ones are hardly worth complaining about. Instead, they evoke yet another lesson from Adam Smith:

Scholars (ahem) often apply this quote to explain that “selfish” market transactions among free people are not only mutually beneficial but also can have broader social benefits and generate the wealth individuals need to perform charity (which Americans do a lot of, by the way). But Smith’s famous line also often applies to many “charitable” acts by corporations and celebrities: While maybe not motivated by pure altruism, these efforts are often a strategic effort to drive long-term profitability by improving brand reputation, attracting customers and workers, and generating more sales.

There’s little reason to view such motivation as unseemly. First, the act still makes people better off in some way (and often entertains and encourages onlookers, too), so who cares whether it was done for “benevolent” or “selfish” reasons? “Dinner,” in Smith’s terms, still gets served. Second, it’s usually impossible to say why these “charitable” people and firms decided to help Freddy (and any others in need)—and it’s usually a combination of both sympathy and self-interest/promotion. On the latter motivation, see point 1 and Smith above. On the former, check out his other book.

Tourism as a massive U.S. services export (and source of ‘soft power’).

Admittedly, the World Cup visitor story isn’t all wine and roses, and there are—as noted—some less-optimistic policy lessons buried in here, too. For one thing, all these visitors are a stark reminder of the economic and geopolitical value of foreign tourism—and its recent, policy-driven decline here in America.

As we discussed last year, one of the more interesting and unfortunate results of Trump’s tariff wars, deportations, and related overseas antagonism (threatening to invade Greenland, calling Canada the “51^st state,” etc.) has been foreigners’ independent retaliation against U.S. goods and services. And tourism—a U.S. services export—has been the trend’s most conspicuous victim. According to a May 2026 Congressional Research Service report, in fact, international visits were down in 10 of 12 months last year, with the only increases coming before Trump took office (January) and due to an abnormally late Easter (April):

This drop, in turn, hurt lots of American businesses and likely reduced U.S. economic growth last year by billions of dollars:

On the bright side, CRS goes on to note that the World Cup could boost foreign visits and GDP growth in 2026, and—judging from the packed bars/​restaurants and sky-high prices for match tickets, airline fares, and hotel rooms—you can easily see why. Even with a few embarrassing visa-related snafus, the monthlong event has been going pretty smoothly so far and is forecast to attract almost 1.25 million international visitors, each expected to spend more than $5,000 (nearly twice the typical international tourist). None of that erases the roughly $12.5 billion in lost international visitor spending that WTTC projected for 2025, but it’s still a welcome rebound—especially for the smaller American businesses that depend heavily on foreign tourist spending each year.

The scenes of international comity surrounding the World Cup in 2026 are also a vivid, real-time reminder of how U.S. tourism is a market-based source of America’s “soft power,” improving the United States’ image abroad and advancing U.S. geopolitical objectives without spending taxpayer dollars (or doing stuff far worse than just that). Scholars call this the “contact hypothesis,” i.e., the notion that person-to-person encounters can affect overseas perceptions of a country in ways that no government messaging campaign or foreign aid package can match. World Cup visitors’ ecstatic consumption of everyday Americana is soft power in (mostly) organic form, with our culture, hospitality, and abundance doing the diplomatic work that American government officials can’t (or won’t) do.

To be clear, the goodwill America earns from Waffle House, Bass Pro Shops, Fenway Park—and the Americans who live and work near these and other iconic spots—doesn’t automatically translate into durable shifts in foreign acceptance of U.S. policy. But at a time when America’s global image has taken a few (ahem) hits, having a million-plus foreigners document their travels and return home as amateur American ambassadors is a welcome development, reminding people everywhere that the words of one guy in the Oval Office don’t represent a 350 million-person country.

The only question is whether the foreign tourism boost—and good vibes—can continue after the World Cup ends. The answer, unfortunately, will probably not be in Costco’s hands.

Seeing the linkages between trade and peace.

Relatedly, all these good vibes are a nice reminder of one of the ways that trade—in this case both foreign tourism and global sports entertainment—can help encourage peace. As I documented in a 2020 paper, a wide body of research finds that heightened foreign trade can meaningfully reduce (but not eliminate) the chances of armed international conflict through several channels:

Recent studies reinforce these conclusions. One finds a strong causal “peace dividend” from trade generally, i.e., that a doubling of bilateral trade reduces the probability of militarized conflict by roughly 30 percent. Elsewhere, a recent survey of almost 2,000 Japanese firms finds they routinely pushed for diplomatic solutions to supply-chain disruptions involving allies and adversaries alike—new support for the concept of “commercial peace,” i.e., that global businesses have powerful incentives to oppose wars that might harm their facilities (or, you know, kill their customers).

Regardless of the driver, however, the outcome is clear: While global economic integration can’t eliminate armed conflicts, policies that liberalize trade can make peace among nations more likely—especially when compared to the isolationist, antagonistic alternative the U.S. government is pursuing today.

In their modest but viral way, the million-plus foreigners now cheering in American bars are making a similar point.

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