From highway rest stops to vast, empty horizons, visitors are uncovering unexpected pieces of Americana far beyond the tournament’s main arenas.

Before this summer’s Fifa World Cup began, most of the conversation centred on the host cities and their stadiums. Yet just two weeks in, an unanticipated storyline has emerged: social media is brimming with uplifting clips of fans discovering the United States that stretches between the skyscrapers.

Some visitors have been so captivated by warehouse giants like Costco and Walmart that they’ve proclaimed their affection for the country on the spot. A Norwegian traveller stepping into a Bass Pro Shop could only gasp in amazement. A British fan encountering Buc-ee’s — a sprawling mix of convenience store, restaurant, petrol station and supermarket — stared around in disbelief, calling it unlike anything he had ever seen.

With every wide-eyed post capturing first encounters with roadside megastores or the unmistakable taste of ranch dressing, travellers are shining a light on an America that rarely appears on screen, avoids political debate and is often overlooked by tourists. In the process, they are reminding residents of the quirks and comforts that define daily life here — and inspiring a renewed sense of affection for them.

The US spans nearly 2,800 miles (4,500km) from coast to coast, and with World Cup fixtures taking place in cities across the country, many supporters are flying long distances. Others, however, are embracing the country’s road-trip culture, driving from match to match. Along the way, they’re stumbling upon nostalgic Route 66 attractions and the grandeur of the National Park system.

Watching fans stand speechless beneath Zion National Park’s towering rust-coloured cliffs, gaze into the depths of the Grand Canyon or drift through Louisiana’s moss-draped swamps is a vivid reminder of the nation’s extraordinary range of landscapes.

“I don’t think people realise how vast and untamed America is — how much wildlife and open space there is,” said one British traveller after visiting Zion. “There’s truly nothing like the national and state parks here. It’s remarkable.”

After seeing these heartfelt reactions, I spoke with Charlotte Russell, a clinical psychologist and founder of The Travel Psychologist, to understand why they resonated so deeply with me. She suggested that familiarity can dull appreciation. “We don’t notice the wallpaper in our own homes,” she explained. “In the same way, we rarely reflect on our own culture because it feels ordinary to us.”

Abroad, American cuisine is often reduced to fast food. While many World Cup visitors may have tried a McDonald’s before, road trips are introducing them to distinctive regional flavours.

Travellers are sampling Southern staples like Waffle House, discovering the joy of crispy tater tots and embracing another American ritual: stocking up on petrol station snacks such as Buc-ee’s famous Beaver Nuggets.

One Scottish fan who ate his way across the country — from doughnut chains to smoothie bars to a seafood boil in Atlanta — insisted on one final indulgent breakfast before catching his flight home. Sitting in the backseat of a car on the way to the airport, he grew emotional over his last syrup-soaked waffle, declaring through tears how much he would miss the food.

Meanwhile, two football podcasters from England spent time in Kansas City and made a detour to sample ribs, brisket and classic barbecue. They were astonished by the regional diversity of American barbecue traditions. After tasting Kansas City’s style, they began plotting a future trip to Dallas to compare it with Texas barbecue — though they admitted it would be hard to surpass what they had just experienced.

Ranch dressing, in particular, has developed something of a cult following among visitors. So many fans have attempted to pack bottles into their luggage that airport officials have had to remind travellers of liquid restrictions for carry-on bags.

While viral videos often focus on visitors marvelling at American culture, they also quietly reveal the generosity they encounter. Comment sections fill with locals suggesting additional stops along travellers’ routes. Some residents have even offered home-cooked meals to passing fans. In a period when the US has faced criticism over travel policies and visa hurdles, these small gestures of hospitality feel especially meaningful.

For nearly every clip of visitors embracing American customs, there seems to be another of Americans welcoming them in return. In Houston’s intense summer heat, transit workers handed out free cold drinks to supporters. Across the country, police officers have been filmed cheering alongside international fans.

Few places, however, have matched the warmth shown by Lawrence, Kansas.

The Algerian national team selected Lawrence as their training base, and the city’s 96,000 residents responded with enthusiasm. A university marching band learned Algeria’s national anthem, local artists created a large Algerian flag and staff at a neighbourhood pub practised Arabic greetings. Hundreds of residents — many without any ties to Algeria — gathered late at night to welcome the team’s arrival, thanking them for choosing their town.

Stories like these have struck an emotional chord with many Americans during this tournament. They showcase the country at its most generous and open at a time when such reminders feel particularly needed.

“Many Americans have been discouraged by how their country is perceived abroad,” Russell noted. “After so much negative news leading up to the World Cup, seeing visitors genuinely enjoy the US and its people creates a powerful sense of joy.”

I feel that shift myself. After watching so many of these clips, I’ve experienced a renewed pride in my country — something I hadn’t felt so strongly in quite a while.

Eventually, the tournament will conclude, one nation will lift the 2026 World Cup trophy and supporters will head home — perhaps carrying a few extra kilos from all the ranch dressing and barbecue.

Until then, there’s hope that we continue noticing the small pleasures in our everyday culture, celebrating the beauty of our wide-open spaces and keeping our communities welcoming so others can experience the country as it truly is.

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