Dallas, Texas is experiencing a surge in international visitors as it serves as a central hub for the ongoing World Cup. Large numbers of fans from Japan and the Netherlands are prominently present in the city, contributing to a vibrant atmosphere. The city is enthusiastically embracing its role in hosting the tournament and accommodating the influx of supporters. This unexpected focus on Dallas transforms the traditionally “cowboy country” image into a global sporting epicentre. Local businesses and infrastructure are benefiting from the increased tourism. The event highlights Dallas’s capacity to host major international events. The enthusiastic fan turnout signals a successful hosting experience thus far.