GLOBAL PULSE | FIFA 26: Soccer’s Biggest Moment, Our Invitation to the World

Greetings, Travel South Partners, 

I still think of the 2022 FIFA World Cup when fans went bonkers as Argentine players Messi and Mbappé scored two goals at the end of the final game. The adrenaline rush and the joy of the fans were unforgettable as Argentina won the World Cup. According to fans, it was the most exciting soccer match they have ever seen. Soccer fans are indeed a rare community. Yes, they can be loud, but they are also loyal, stick together, and turn a match into everlasting memories. 

In 2026, the FIFA World Cup will make history, bringing its fandom to North America in its largest-ever format, with 48 national teams competing across 16 iconic cities. The mega event will feature 104 matches in the U.S., Canada, and Mexico from June 11 to July 19. Atlanta and Kansas City will represent Travel South’s partners on the world’s biggest stage with eight and six matches, respectively. As a reference, the World Cup Final alone is eight times bigger than the Super Bowl.

According to research conducted by Future Partners for Travel South USA in early 2025, half of international travelers planning overseas trips expressed interest in visiting the U.S. for the 2026 FIFA World Cup. Among travelers drawn to the Travel South Region, the number increases to 72%. A typical trip lasts for two weeks and includes about six to eight destinations. This suggests that fans will make bigger travel plans and likely fill in the time before or after matches with road trips, foodie experiences, nature, and cultural activities to explore the region.

This data is encouraging because soccer fans are known for being lifestyle-driven consumers and view the game as part of their identity and culture. They also tend to be younger people who are digitally active on social media and video platforms. The share of sports fans who are soccer followers is over 50% in countries such as Brazil, Spain, the U.K., Mexico, South Africa, Italy, Germany, Sweden, France, South Korea, and India, in that order. 

Big brands are already on board to capture these audiences. Visa has started driving early sales with cardholders beginning September 9. And Lids, official retail partner, is already planning on retail activations at several destinations. Lenovo is the official technology partner of the event, utilizing AI to elevate fan engagement and experience. In fact, FIFA 2026 will mark the first AI-powered global sporting event -leveraging real-time data from social media, streaming platforms, and in-stadium experiences to generate personalized, shareable content and insights that redefine how fans engage with the game. 

On the ground, the host cities are preparing as these fans stay longer and spend more. Atlanta’s Mercedes-Benz Stadium is installing a natural grass surface and will cover its Mercedes-Benz oversized logo with possibly a giant soccer ball graphic. The city is investing in transport infrastructure and opening most of the Beltline’s trails to welcome 300,000 unique spectators. Not to be forgotten, the Centennial Olympic Park will host a fan festival featuring concerts and viewing parties. Kansas City is ready to showcase its famed barbecue and jazz heritage. The city opened its $1.5 billion terminal at Kansas City International Airport, featuring accessibility amenities. The national WWI Museum & Memorial lawn will transform into a fan village for 650,000 visitors. 

This exciting event also presents some challenges. Our AI assistant’s recent exploratory research revealed that, overall, international fans are interested in attending FIFA 26 with some concerns. Public consumer forums in Australia, England, Brazil, and Northern Europe revealed a pattern of angst, including geopolitical tensions, visa issues, costs, and logistical challenges. Brazilian travelers expressed frustration due to visa delays. The British are seeking value, while the French and Italians are monitoring price hikes and entry rules. And not surprisingly, some fans are in a wait-and-see mode to see if their team will qualify. 

So, why are we hopeful? Travel South’s global partner in Australia reported that over 400,000 Australians have registered interest in tickets. Plus, Qantas will operate the Sydney-New York route via Auckland daily during the mega event. In Italy, Lonely Planet published a World Cup host-city guide for both trade and consumers. The U.S. Embassy in Brazil posted on social media, encouraging people to apply for visas now, as the 2026 event will be the biggest ever. Brand USA also unveiled its “America the Beautiful” campaign to boost visitation to the mega event.  

The aspirational event will boost visitation. Remember the Paris Olympics? There were months of headlines questioning Paris’ readiness and safety, yet the event was spectacular for many, including me. It was well-executed, and Paris had never felt safer. When I asked a hotelier in Paris about how business is, he quoted Zig Ziglar: “Expect the best, prepare for the worst, capitalize on what comes.”

During a time when the world feels fragmented, one thing continues to bring people together across borders: Sports. It is the fans’ love of the game. FIFA 26 is an opportunity to lift the global mood and showcase American hospitality. Y’all welcome!

P.S. A quick reminder about  Travel South’s upcoming events in October, November, and December: The RTO Product Workshop in Franklin, Tennessee, the Michelin Guide Ceremony in Greenville, South Carolina, and the International Showcase in Kansas City, Missouri. And the American South takeover in Paris and London, a five-day roadshow to connect with trade and media partners in March 2026.

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