The FIFA World Cup is six months away, bringing a projected 5 million attendees. With an anticipated $5 billion in economic activity, the FIFA World Cup presents a unique opportunity for brands to tap into this generational sports tourism moment and its high-value audience. The recently released match schedule confirms 78 of the 104 matches will be played in the U.S. spanning cities like Dallas, Houston, Kansas City and more, setting the stage for travelers to begin planning their World Cup itinerary.
Sports fans are active participants, eager to spend, explore and share their experience. The group is more likely to travel internationally and, more importantly for marketers, to spend on new experiences.
We’ve seen how event-driven campaigns can drive real impact. During the recent Total Solar Eclipse, we helped Oklahoma Tourism and Recreation Department turn a few minutes of totality into measurable results. The campaign generated an estimated $15 million in economic impact for local communities and welcomed 122,674 visitors spanning more than 40 states and countries. Moments like these prove that with the right strategy, you can make a lasting impact.
What this means for marketers:
- Amplify the energy. Build campaigns that tie into the shared emotion of global sports, not just the games themselves, but the sense of belonging in the community.
- Design flexible travel ecosystems. Fans will follow their teams across borders. Destinations that make it easy to pivot plans will win.
- Think beyond 2026. Sports tourism is entering a new era from the World Cup to the 2028 Olympics. Now is the time to create strategies that drive visitation to your destination, whether sports fans are staying for a few days or passing through to their next match.
From the World Cup to other major moments, VI helps destinations turn events into measurable results. Let’s start planning!
