How tour operators can capitalize on the World Cup travel boom in 2026

If you’re a tour operator in North America, the 2026 FIFA World Cup is your prime chance to turn global hype into local bookings — even if you’re nowhere near a stadium.

From June 11 to July 19, over 6.5 million fans are expected to travel across the U.S., Canada, and Mexico (FIFA). And while stadiums will be full, so will nearby cities, fan zones, suburbs, and gathering spots. This isn’t just a bump in tourism, it’s a surge in demand for authentic, easy-to-book experiences.

Plus, these fans travel differently. They book on mobile, plan around match times, and crave local culture in between games.

In this post, we’ll break down why events like the World Cup create lasting opportunities — and how you can prepare now to make the most of it.

Why the World Cup drives massive travel demand

When a global event as big as the World Cup comes to town, it doesn’t just fill stadiums, it fuels entire tourism ecosystems. 

Airports, hotels, and restaurants will all see surges, but experience-driven businesses stand to gain just as much. Fans and casual travelers alike will be looking for ways to explore and celebrate beyond the match itself.

A global spotlight with local impact

Travelers will arrive from more than 100 countries, spreading out across North America to experience nearby attractions, road-trip between matches, and immerse themselves in local culture.

For U.S. operators, this means opportunity on two fronts — welcoming international fans traveling between host cities, and catering to domestic travelers caught up in the excitement. 

Much like the surge created by Taylor Swift’s Eras Tour or Bad Bunny’s Puerto Rico residency, local spending spikes far beyond ticket sales. When fans gather, they also book boat tours, food experiences, and day trips, turning one-time visits into economic booms for the area.

What travelers are looking for

Event travelers are motivated by emotion and connection. Between matches, they seek authentic, easy-to-book activities that reflect the host country’s culture, from walking tours and food tastings to outdoor adventures. Many plan itineraries around match schedules and make spontaneous bookings on their phones once they arrive.

That mix of early planners and last-minute decision-makers mirrors what operators saw during the Eras Tour: advance sales from dedicated fans, followed by rapid same-day demand from locals who simply wanted to join the celebration. 

Expect the same pattern to repeat next summer. This means availability, visibility, and seamless checkout will be key to capturing these bookings.

Lessons from past event surges

The biggest takeaway: the operators who prepare early benefit long after the final curtain or in this case, the final whistle. Businesses that themed their experiences, extended hours, or partnered with local venues saw lasting brand awareness and repeat bookings.

The World Cup brings that same long-tail potential. The fans you impress in 2026 could become your most loyal international and local customers for years to come.

How to prepare your business for the World Cup surge

The World Cup may only last a few weeks, but preparation can start now as fans plan their trips. Operators who plan early and align both marketing and operations will be best positioned to capture demand from the moment schedules are released to long after the final match.

1. Publish your calendar early and optimize pricing

Fans plan World Cup travel well ahead of kickoff. Build out your 2026 summer calendar now to catch early planners searching for “things to do” near host cities.

Consider adjusting your rates and availabilities as demand increases. Consider adding shorter or flexible tours that fit between match times and appeal to travelers with limited windows.

Pro tip: Add “World Cup” or “fan experience” keywords in your activity titles and descriptions to surface higher in search results during the event.

2. Build themed and time-relevant experiences

Event-driven demand is emotional, and theming your tours can make all the difference. Create limited-time World Cup experiences such as:

• “Match Day Adventures” that highlight local sports history.
• A themed add-on bundle might look like: souvenir scarf + tour + drink ticket
• “Taste of [City]” food tours for international travelers exploring nearby restaurants and breweries.

Partner with bars, breweries, or community fan zones to get the word out. These small collaborations can turn local buzz into big visibility.

Pro tip: Use FareHarbor Packages or add-ons to combine experiences, like tours plus post-match dining or merchandise bundles.

3. Strengthen your online visibility before fans arrive

With millions of international travelers expected, digital visibility will be essential.

• Update your Google Business Profile with extended hours, new photos, and clear location details near stadiums or transit hubs.
• Use SEO and AIO-friendly keywords like “World Cup 2026 activities in [city]” and “things to do near [stadium name].”
• Add multilingual booking options or easy language toggles for international audiences.
• Optimize your checkout for mobile users — most bookings during global events happen on smartphones.

Be sure to be opted into the FareHarbor’s Distribution Network to reach major OTAs and travel platforms, ensuring travelers worldwide can discover and book your experiences. Not to mention we recently integrated with Booking.com, learn how you can optimize your listings today!

4. Prepare your operations for high demand

Increased bookings mean tighter turnarounds, higher guest volumes, and more touchpoints. Review your operations now to ensure a smooth guest experience during the busiest weeks:

• Use FareHarbor inventory management tools to track capacity in real time.
• Train staff to handle international guests — especially around customer communication and cultural awareness.
• Automate confirmations and reminders using canned messages to reduce admin time.
• Stock up on supplies, safety gear, or refreshments to avoid mid-season shortages.

Pro tip: Review your FareHarbor reports to identify peak times and trends from past summers, then adjust staffing and scheduling accordingly.

5. Keep the energy alive after the event

The momentum doesn’t have to end when the tournament does. Follow up with guests through thank-you emails, review requests, or discount offers for future visits. Share photos, testimonials, or reels highlighting the excitement of the event — these can fuel year-round marketing.

If international fans loved your experience, encourage them to join your mailing list for future trips. You’ll stay top of mind for returning travelers long after the final whistle.

Turning global attention into lasting local growth

By preparing early, optimizing your availability, and aligning your marketing with the excitement of the moment, you can turn a short surge in bookings into long-term success. Travelers may come for the matches, but they’ll remember the adventures they discovered along the way.

Ready to prepare your business for the world stage? Discover how FareHarbor can help you manage high-demand periods and capture every opportunity — schedule your free demo today.