HOUSTON (March 17, 2026) – A new marketing and advertising campaign leveraging the global spotlight of major upcoming events is welcoming visitors from around the world to Houston.
Houston First Corporation has developed and deployed the “World in a City” campaign which includes more than 80 different marketing assets from commercials and short-form social media videos to print ads and other digital media.
Released ahead of the recent MLB World Baseball Classic that brought a dozen games to Daikin Park and the upcoming FIFA World Cup with seven matches at NRG Park later this summer, the campaign is an authentic reflection of Houston’s brand, showcasing the city’s diversity as well as the characteristics that make this a unique destination. As such, Houston First will continue to employ the campaign to increase domestic and international awareness and visitation through 2026 and beyond.
“As Houston welcomes the world for these major events, this campaign is about more than promotion— it’s about showcasing the essence of our city in a manner that we can leverage into the future,” said Michael Heckman, President and CEO of Houston First. “From our vibrant cultural communities to our internationally renowned hospitality, we want fans and visitors alike to feel the energy of Houston. This initiative will elevate Houston’s story on the global stage and ignite local pride.”
Houston First is deploying the assets through a major advertising campaign targeting potential visitors in the U.S. and Mexico through connected television, social media, influencers, print, out-of-home advertising and live experiences. A more targeted part of the campaign focuses on reaching soccer fans in markets including Germany, Canada, and Portugal among others.
Additionally, the organization is making the campaign’s components available to hospitality stakeholders, other Houston businesses and the general public to help amplify the messaging.
“From the beginning, the goal here was to produce an authentic, grassroots-oriented campaign showcasing Houston pride and destination appeal,” said Holly Clapham, Chief Marketing Officer of Houston First. “Houston businesses, organizations and individuals have long been our city’s best ambassadors, and with this campaign we’re giving everyone the tools to welcome the world here, now and into the future.”
Earlier this month, Major League Baseball and the Houston Astros hosted 10 early stage matches and two quarter-final matches for the World Baseball Classic in Houston. Teams from Great Britain, Italy, Mexico and others competed at Daikin Park where attendance in the early stage or pool matches totaled more than 350,000. The USA vs. Mexico match played in Houston on March 9 garnered more than 5 million television viewers worldwide, making it the most-watched WBC telecast ever.
Also this month, the Houston Livestock Show & Rodeo is welcoming more than 2 million attendees, including thousands of international visitors from more than 90 countries, led by visitors from Mexico. The Rodeo is Houston’s largest annual event, which continues to grow in popularity and exposure both domestically and abroad.
In June and early July, Houston will host a total of seven matches as one of 16 host cities of the 2026 FIFA World Cup. Teams from Germany, the Netherlands, Portugal and other countries will compete in early-stage rounds of the tournament and Houston will also host two later stage matches, a round of 32 match on June 29 and a round of 16 match on July 4. Houston First is working alongside the Houston World Cup Host Committee to help prepare the local hospitality community for the event, including providing resources and recommendations as well as insights on booking patterns and other information.
Campaign assets can be found here.
About Houston First Corporation
Houston First Corporation (HFC) is a local government corporation and the destination marketing organization for the country's fourth largest city. In addition to serving as operator for the George R. Brown Convention Center and some of Houston's most prominent art, entertainment, and event venues, HFC is focused on promoting the city's vibrancy and rich tapestry of culture. By harnessing the city's collective energy, ambition, and creativity, including its diverse culinary scene, world-renowned performing arts, medical and space innovation, and elite filming locations, HFC is solidifying Houston as a premier national and global destination. For the latest news and info regarding HFC, visit www.houstonfirst.com
Contact:
Carolyn Campbell
Director, Corporate PR
carolyn.campbell@houstonfirst.com
