The FIFA World Cup: Tourism, Strategy, and the $3.3B Opportunity

The world’s most-watched sporting event is heading to the New York–New Jersey region, and the countdown is officially on. With less than a year until FIFA World Cup 2026 kicks off, the Skift Travel Podcast sat down with Bettina Garibaldi, Chief Marketing and Communications Officer for the New York–New Jersey Host Committee, to unpack what this monumental moment means for travel, tourism, and the region’s future.

For Garibaldi, a native of Argentina and lifelong soccer fan, the tournament is both a professional mission and a personal passion. “It truly is a once-in-a-generation moment for the U.S. and for our region,” she said, recalling how the 1994 World Cup helped birth Major League Soccer in the U.S. “To bring the final here to our backyard is extraordinary.”

The stakes this time are exponentially higher. The New York–New Jersey bid secured not only eight matches at MetLife Stadium but also the coveted final — the single most-watched event in the world. To put the scale into perspective: the 2022 final in Qatar drew the equivalent of 13 Super Bowls combined.

That audience power matters. Unlike one-day mega-events such as the Super Bowl, the World Cup stretches across 39 days, delivering sustained travel demand for airlines, hotels, restaurants, and retail. “Hosting an event of this magnitude is just as much about operations as it is about marketing,” Garibaldi noted. With MetLife Stadium holding more than 80,000 fans, transit agencies are already stress-testing plans for moving crowds across one of the busiest metro regions in the U.S. Weekday matches may even trigger official “work-from-home” campaigns to ease congestion.

Tourism leaders see the tournament as a transformative opportunity. Brand USA, New York City Tourism, and Visit New Jersey are coordinating closely to ensure the global spotlight translates into visitor arrivals, even amid ongoing political and border climate challenges. The host committee projects a $3.3 billion economic boost for the region, supporting 26,000 jobs.

And it’s not just about the headline numbers. Hotels, airlines, and small businesses are being urged to align with the cultural moment. A host committee toolkit offers creative entry points, from themed menus to fan activations pegged to tournament milestones like the unveiling of the mascot. A New Jersey ice cream maker, for instance, is planning “country flavors” tied to each of the 48 participating nations. “There are ways to ride the wave even without FIFA IP rights,” Garibaldi said.

The celebrations won’t stop at MetLife. Liberty State Park, with its backdrop of Lady Liberty and the Manhattan skyline, will host the official FIFA Fan Festival for the entire 39 days of the tournament. The venue is expected to attract hundreds of thousands of fans for watch parties, activations, and live performances, becoming the epicenter of the event for those without tickets.

For New York and New Jersey, the World Cup isn’t just about filling hotel rooms — it’s about proving the region can pull off a global-scale event that creates lasting value. “Until you experience it, you won’t truly understand what we mean by the momentum and excitement of the World Cup,” Garibaldi said.

If history is a guide, the tournament’s impact could extend far beyond 2026. The 1994 World Cup not only introduced millions of Americans to global football but also created the foundation for Major League Soccer. Organizers hope 2026 will spark a similar legacy — both in elevating soccer in the U.S. and in showcasing New York–New Jersey as a destination that can blend cultural cachet with operational capacity.

The short-term numbers are impressive, but the longer-term stakes are bigger. Sports tourism has become one of the most resilient drivers of travel demand in recent years — from the Olympics to Taylor Swift’s Eras Tour. If the New York–New Jersey region leverages the World Cup moment effectively, it could position itself at the forefront of that trend, transforming a one-time event into a permanent advantage.