Winning off the pitch: How DMOs can win big during the World Cup (even without hosting matches)

The 2026 FIFA World Cup is both a global sporting spectacle and a tourism catalyst, and you’re likely already planning your strategies. With fans spending an average of nine days in host countries, the ripple effects of this mega-event extend far beyond stadium walls.

For destination marketing organizations (DMOs), even those not hosting matches, the World Cup presents a golden opportunity to boost visitation, earn an influx of tourism dollars, strengthen community ties, and build long-term brand equity and repeat visitors.

The key to success? A winning combination of technology, digital strategy, and community engagement.
 

Digital game changers: Tech that scores big for visitors

Travel technology is the backbone of a successful World Cup strategy. DMOs can elevate the visitor experience by creating centralized digital hubs that serve as go-to resources for events, offers, and local insights. These platforms build traveler trust by offering personalized itineraries, interactive maps, and real-time updates to help visitors and locals alike tap into the energy of the tournament.

From augmented reality fan zones to mobile apps that guide users through themed walking tours — the right tech can transform passive spectators into active participants. By leveraging digital tools, DMOs can ensure their destination becomes part of the World Cup story, even without a match ticket.
 

Smart plays: Strategic moves that drive tourism wins

Strategic positioning is essential. Neighboring destinations should market themselves as authentic alternatives to match-hosting cities — emphasizing ease of commuting alongside unique cultural experiences, scenic escapes, and local flavor. Multi-channel campaigns can target visitor downtime, offering compelling reasons to explore beyond the pitch and book outside of halo cities.

With AI reshaping behavior, DMOs must ensure their content is discoverable through all avenues of online searches — including conversational queries and voice search. This means focusing on long-tail keywords, structured data, and content that answers specific traveler questions.

Our digital marketing experts recommend a hat trick of:

1. Search engine optimization (SEO) strategies
2. Paid media solutions
3. Hassle-free managed services
    

Home team advantage: Engaging your community for lasting impact

Tourism success starts at home. DMOs should communicate the value of increased visitation to residents through transparent storytelling and data. Highlighting how tourism dollars support local infrastructure, jobs, and businesses builds trust and enthusiasm.

Creating opportunities for locals to participate — whether through volunteer programs, pop-up markets, or sponsorship events — fosters pride and inclusion. Consider orchestrating or simply promoting events that will ensure the benefits of the tournament are widely felt. Examples include:

• Local businesses with themed specials or discounts related to the games.
• World Cup watch parties at local restaurants.
• Community fan groups or activities.
• Themed itineraries, crawls, or tours.

Technology can also help measure and showcase community impact. Dashboards that track spending, foot traffic, and sentiment can be powerful tools for building goodwill and demonstrating long-term value.

Partner activation is another powerful play. Co-branded promotions with local businesses and fan-favorite influencers can drive engagement, spending, and online legacy — engaging both in-market and future repeat visitors.
 

Your playbook for World Cup success

The World Cup is a moment of global attention — and DMOs don’t need a stadium to be part of it. By embracing smart tech, strategic planning, and community-first thinking, destinations can turn this event into a lasting win. Whether you're hosting matches or not, the opportunity is yours to seize. The final whistle may blow, but the legacy you build can echo for years to come.

Interested in learning more about solutions to inspire visitors and engage your community for a world class World Cup experience? Complete this quick form and we’ll share how you can score a win for your entire destination.