How to Prepare your DMO Marketing Strategy for the 2026 FIFA World Cup

The 2026 FIFA World Cup

Soccer fan or not, you can’t deny the excitement and energy of the World Cup. With billions of viewers worldwide, it easily holds its title as the largest sporting event on the planet. And in 2026, it’s making history. For the first time ever, the tournament will be hosted across three countries: the U.S., Canada, and Mexico.

With matches in 16 cities and millions of fans expected to attend, this will be the most expansive World Cup yet — setting the stage for massive cultural and economic impact.

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What Does This Mean for Your Destination?

Whether you’re one of the 16 World Cup host cities or located nearby, you're likely preparing for a surge in tourism and global media exposure. But even if you're not, the opportunity is still massive.

With 6.5 million people expected to attend the tournament and an estimated $47 billion generated in economic impact, it’s a once-in-a-lifetime opportunity to showcase your destination on a global stage and drive long-term tourism growth.

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So, How Do You Prepare?

The reality is, most travelers won’t be spending all their time inside stadiums. Many will explore while they wait for game days, take detours, extend trips, or stop over in other U.S. destinations.  If you’re a DMO, now is the time to capitalize on and start planning, turning this brief spotlight into long-term visibility, engagement, and return visitation.

Below, we’ll break down how to position your destination (host city or not) to take full advantage of the global spotlight in 2026.

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Think Beyond the Stadium

The average visitor is expected to stay for nine days, but only attend two matches, leaving the majority of their time open to explore. This is your chance to fill that downtime.

Whether you're a host city, a nearby hub, or somewhere entirely off the game-day grid, here’s how to make the most of it:

• Create curated itineraries that inspire exploration beyond the games
• Host local events that capture the excitement and energy of the tournament
• Develop neighborhood-specific guides to push foot traffic into lesser-known areas

This isn't just about welcoming fans — it's a chance to invite them to explore your destination.

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Capture Attention Early

Research shows that international travelers plan their activities weeks or months in advance. The sooner you engage them, the better.

Here’s how:

• Launch your campaigns well before summer 2026
• Promote bookable experiences through your website and global travel platforms
• Build momentum through influencer marketing and international media coverage

Waiting until visitors arrive is too late. Your goal is to be on their radar long before they pack their bags.

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Turn Visitors into Ambassadors

Whether you're welcoming soccer fans or simply capturing overflow travel, your real goal is the long game – inspiring repeat visits, referrals, and long-term loyalty. Use the World Cup moment to leave a lasting impression.

Build long-term impact by:

• Collect first-party data from visitors (email, zip code, interests)
• Using post-trip messaging and retargeting to re-engage visitors after they leave
• Creating content that invites travelers back, or encourages them to spread the word

You’re not just promoting a destination, you’re building a network of passionate, repeat travelers.

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Extend the Impact

Host-cities are preparing for crowds, but non-host cities can play a crucial role by easing travel strain and creating a more balanced economic impact.

Here's how to drive people to your destination:

• Promote hidden-gem attractions, small businesses, and “off the beaten path” experiences
• Create themed itineraries that tie into World Cup themes (food, beer, culture, etc.) to guide exploration
• Not everyone will travel – capitalize on your destination’s fanbase by offering itineraries, exclusive deals, prizes, or admission special events like watch parties or pop-up experiences.

By strategically directing visitors to less crowded areas and getting your locals involved, you can foster both sustainability and economic equity.

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Leverage the Power of Partnerships

You don’t need to work alone. The sheer scale of this event means there will be major brand activations, regional marketing efforts, and increased travel spend across the country — tapping into those networks can elevate your reach and resources.

Take advantage by:

• Co-marketing with nearby regional or state-level DMOs
• Collaborating with hospitality partners to create themed experiences
• Exploring sponsorships with national or global brands already investing in the World Cup

For destinations near a host city, this could mean positioning yourself as a home base or a getaway between match days.

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With Bandwango

Whether you’re a host city, a neighboring destination, or just looking to capitalize on the fun energy of the World Cup, Bandwango can help you think beyond traditional marketing, offering innovative tools to engage visitors, support local businesses, and create lasting impact.

Here’s how we can help:

• Customizable Passes: use Bandwango's platform to create World-Cup themed experiences like local foodie trails, fan events, must-see itineraries, brewery passes, or neighborhood guides, and more to encourage exploration beyond the stadium.
• First-Party Data: collect valuable visitor insights, like emails, zip codes, and interests, to understand visitor behaviors and re-engage after the tournament ends.
• Incentivized Engagement: use check-ins, challenges, or prize incentives to drive real foot traffic and repeat visits.
• Seamless Visitor Experience: from QR code signups and mobile delivery to translation services and social sharing tools, our platform makes it easy for visitors to engage, wherever they are.
• Full-Service Support: whether you need design, marketing, or strategy, we help you launch fast and make the most of the World Cup.

As the 2026 FIFA World Cup draws near, the opportunity to showcase your destination and make a lasting impact has never been greater. Bandwango can help you stand out among global buzz to drive engagement, connect visitors with local businesses, and create lasting economic impact.

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Let us help you capture the moment and turn it into a long-term advantage for your destination – chat with us.

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