THE WORLD CUP DIVIDEND
The FIFA World Cup 2026 demonstrated how football can create temporary “pop- up economies”, generating visitor spending far beyond stadium gates. $8.1bn+ Projected traveller spend across North America’s host cities be- tween June and August 2026 $4.8bn Projected accommodation spend, +86% increase v. 2025 Nearly 20% Year-on-year rise in cross-border Visa transactions across host cities during the tournament 12% Increase in tap-to-pay transac- tions as millions of international fans moved between hotels, restaurants, shops, transport and entertainment venues 1,220% Rise in international travel intent for Kansas City, while some neigh- bouring destinations recorded
Sports tourism now accounts for an esti- mated 10% of global tourism expenditure
increases of up to 670% A win for Saudi
destinations beyond the event itself. For decades, hosting a major sporting event was often regarded as an end in itself – an opportunity to attract international media attention and generate a short-term boost in visitor numbers. Today, governments and tourism authorities are taking a longer view, using sport to stimulate destination development, encourage repeat visitation and support year-round tourism long after the final whistle. Recent Skift research identifies that shift. In The Power of Play: 5 Key Trends Shaping the Future of Tourism, more than seven in 10 travellers said entertainment, sport and cultural experiences have become more central to their travel plans
over the past five years, while 68% said they were willing to spend more on trips built around those experiences. Among travel executives, 93% believe destinations centred on entertainment, sport and culture will become increasingly important over the next five years. The commercial impact is already being felt across the travel industry. Airlines are adding capacity around major tournaments, hotel operators are developing event-led packages, and loyalty programmes are increasingly offering exclusive experiences alongside flights and accommodation. Research by Collinson and Priority Pass found that nearly eight in 10 travellers with travel benefits said their sports and
The impact travelled beyond host cities too, as fans sought greater availability and value in surround- ing destinations, extending the benefits across entire regions. For Saudi Arabia, the figures offer a powerful indication of the tourism opportunity presented by the 2034 FIFA World Cup.
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