The FIFA World Cup 2026 is expected to become one of the biggest drivers of tourism growth in North America. Hosted across Canada, the United States and Mexico, the tournament is already influencing travel demand months before kickoff. “It is a unique opportunity for North America to accelerate tourism growth, strengthen connectivity and showcase the region to millions of travellers around the world,” said Gloria Guevara, President and CEO of the WTTC. Travel demand, hotel bookings and air connectivity are all expected to benefit from the influx of visitors.
Canada is expected to emerge as the biggest beneficiary of the tournament in terms of tourism growth. The WTTC forecasts a 6.4% increase in tourism GDP for the country, ahead of Mexico and the United States. Business travel data also points to a sharp rise in demand, with bookings to Canadian World Cup destinations increasing significantly compared with last year. Toronto stands out as the country’s strongest performer, with combined hotel and flight spending linked to the tournament rising dramatically. At the same time, flight prices to Canada have fallen, making the destination more attractive for both leisure and corporate travellers.
Business travel is becoming one of the strongest forces behind the World Cup tourism boom. Data from business travel platform Navan shows that hotel and flight bookings to Canadian host cities have nearly tripled compared with the same period last year. “Companies are embracing the World Cup as the ultimate can’t miss event,” according to Dane Molter, Senior Vice President of Navan Group Travel Marketplace. Businesses are increasingly using the tournament as an opportunity to meet clients, host events, and strengthen commercial relationships. Travellers are also booking much earlier than usual, reflecting the intense competition for flights and accommodation during the tournament period.
Mexico is also entering the World Cup year with strong tourism momentum. According to WTTC figures, the country recorded the strongest tourism performance in North America in 2025. International arrivals increased by more than 6%, while visitor spending also rose, outperforming both Canada and the United States on several key indicators. Although Canada is expected to record the largest tourism growth during the tournament itself, Mexico enters the event from a position of strength. The World Cup is therefore likely to build on an already expanding tourism sector rather than reverse a slowdown.
The United States, despite hosting the largest number of matches, enters the tournament with a more complex tourism picture. Recent figures show the country welcomed more than four million fewer international visitors in 2025 than the year before. Several factors may help explain the softer performance, including weaker inbound demand and concerns among some travellers about entry procedures and travel conditions. As a result, the United States is expected to record tourism growth linked to the World Cup, but at a lower rate than its neighbours.
At the same time, demand linked directly to the tournament remains strong. Hotel and flight bookings to US host cities continue to rise, while average hotel prices have increased by around 30%. Destinations such as New York, Los Angeles and Chicago remain major gateways for international visitors and business travellers. The San Francisco Bay Area and the New York-New Jersey region are among the most popular destinations for corporate travel during the tournament period.
Some uncertainty remains around international travel operations in the United States. Recent proposals concerning customs processing at certain airports have prompted discussion within the travel industry about how major gateways could manage the expected influx of visitors. Industry groups have argued that smooth border procedures and efficient airport operations will be essential to maximise the benefits of the tournament. Because many international routes rely on a small number of major hubs, even limited disruptions can have wider effects across the aviation network. Travel organisations have also stressed the importance of maintaining a positive visitor experience during one of the world’s most-watched sporting events.
Beyond leisure travel, the tournament is expected to generate substantial economic benefits across North America. The WTTC estimates that the travel and tourism sector will support nearly 31 million jobs across the region in 2026. Increased visitor spending is expected to benefit hotels, airlines, restaurants, attractions and local businesses. The event is also encouraging investment in tourism infrastructure, aviation capacity and digital services designed to improve the travel experience. These improvements could continue to benefit destinations long after the final match has been played.
Industry leaders see the World Cup as an opportunity to create a lasting legacy for tourism across North America. Greater connectivity between the three host nations, improved transport links and increased international visibility could help strengthen the region’s appeal for years to come. While Canada currently appears best positioned to capitalise on the tournament-driven surge in demand, all three host countries stand to benefit from one of the largest global sporting events ever staged. The World Cup may ultimately become as significant for the region’s tourism sector as it is for football itself.
