The world’s biggest international soccer tournament is set to bring millions of travelers to the U.S next summer… And while only 16 cities will officially host matches, the impact of this global event will ripple far beyond its host cities. With travel planning already starting, and ticket sales officially kicking off this September, now is the time to get in front of potential travelers to capitalize on the enormous economic activity that is coming to the U.S. as part of the tournament. 

There’s opportunity to position your destination as a part of the bigger tournament story and connect with soccer-focused travelers to convert consideration into visitation, reach new audiences and expand the destination experience beyond the matches. Now is the time to start planning though - so let’s talk about when, who, and how to target these fans, whether you’re a host city, a fan zone, or even neither. 

When: Timing is everything - and we’ve mapped it out 

Let’s talk timeline - because smart campaigns start early and evolve with fan behavior. Each phase demands different messaging, so we’ve built timelines and audiences to match.

• August 2025 - January 2026
  Awareness: Build interest during the initial planning phase
• February - June 2026
  Conversion and Retargeting: Drive action during pre-arrival planning.
• June - July 2026
  Real Time - In-market Messaging to Visitors 

Who: How to know who your DMO should be targeting  

These soccer fans are travelers who plan ahead, road-trip, and seek out experiences beyond the games. (Anyone else already trying to snag their tickets for a match or three?) This kind of early planning is already happening - So now is the moment if you want to reach fans still in the deciding process of where to go and what to do. 

Our suggested go-to, quick, and effective way to get started: Target visitors based on their in real-life (IRL) behavior to reach the groups with a higher likelihood of actually converting. This could mean zeroing in on: 

• Known soccer fans who travel
• Soccer fans who have previously attended major soccer events like MLS games, international friendlies, and Gold Cup matches
• Those who have shown up in person at large-scale soccer-related activities and events around the country

How: How DMOs can tap into the opportunities 

Whether you’re in the thick of the action, or hundreds of miles away, there’s a strategy to make the most of the buzz around the tournament:

• Host Cities: Intercept visitors planning around matches and stand out as a ‘can’t miss’ spot worthy of an overnight stay.
• Nearby Destinations: Grab the spillover. Promote lodging, drive-through routes, and "stay outside the chaos" options.
• Off the beaten path destinations:  Not near the matches? Use this moment to locals in host cities that want to get away from the crowds. Promote peaceful getaways, uncrowded adventures, and a break from the buzz. 

Executing IRL Strategy

While it may feel like these matches are so far away, the soccer fans are planning now. And one example of a destination not wasting any time comes from our friends at Snohomish County Tourism, up in the PNW. They are already positioning themselves as the perfect home base for soccer fans next summer - capturing attention not just as a place to visit, but as a place to stay. 

Their “The Beautiful Game is Coming to the PNW” landing page invites soccer fans to “explore beyond the pitch,” highlighting message points that are poised to capture the tournament crowd: 

• Close to the action: It’s less than 15 miles from the games in Seattle; even Vancouver’s matches are within reach.
• Hassle-free arrivals: Seattle Paine Field International Airport in Snohomish County offers direct flights from numerous destinations and is less than 25 miles from Lumen Field in Seattle.
• Stay for the serenity: Promoted as a “pitch-perfect escape,” Snohomish County offers a calm, scenic retreat between or after hectic match days.
• Authentic PNW experiences: From wide-open spaces to local food and craft beverages, visitors have plenty of reasons to linger, explore, and recharge in the area. 

Snohomish County Tourism’s early, well-targeted approach shows what’s possible when a destination leans into its strengths (proximity, accessibility, overnight appeal, and authentic experiences) and packages them with a clear, fan-friendly message. 

No matter your location, the key is to start now. By using data to guide decisions, reach the right visitors, and measure impact, you can make the most of this once-in-a-generation opportunity for your community and economy. And if it all feels a bit overwhelming, you can certainly reach out to organizations like Datafy or talk with your team or agency to help you find the right strategy for events like this and any others headed your way.