Last week, the United States, Canada and Mexico kicked off the largest destination marketing programme ever built around a single sporting event: a bet that eight years of preparation and six weeks of global attention will translate into lasting visibility and long-term growth in visitors and investment. The build-up has been turbulent. Visa restrictions, border politics, travel costs and geopolitical tensions have dominated the conversation in a way no host nation would have chosen. Yet all three countries remain committed to playing until the final whistle.

As diners increasingly seek experiences that go beyond great food, hotel dining is evolving into a key gateway for discovering local culture and destinations. Responding to this shift, IHG Hotels & Resorts has continued to develop its annual Star Chef Gourmet Tour for a fourth consecutive year, bringing together hotels across Greater China to celebrate regional culinary traditions and foster deeper cultural expression and emotional connection. This year, the programme returns with a refreshed three-part journey — Origin, Authenticity and Craft — bringing together culinary teams from nearly 50 hotels across the IHG portfolio.