By Cassandra Razzi, Orange 142's Sr. Business Development Manager
The World is Coming
The 2026 FIFA World Cup will be one of the most-watched global sporting events in history—and for the first time, it's coming to North America. This is an opportunity to increase those international travel numbers, as well as to talk to US Soccer fans and encourage them to explore your destination.
While some matches will be hosted in specific cities, the tourism opportunity expands far beyond the stadiums. Destinations must act now to attract international and domestic visitors traveling before, between, or after games.
Launch Landing Pages Now—Don’t Wait
Start with a dedicated World Cup 2026 landing page on your DMO site—even if it’s simple, make sure it’s available and that there is some SEO and GEO focused content. Do this by optimizing for search intent around travel planning: “World Cup 2026 USA itinerary,” “things to do near NYC for World Cup,” using words like “the most, the best” etc.
Don’t forget to keep it flexible and evergreen, updating as event details emerge.
At Orange 142, our best practices recommend featuring multilingual content, clear transportation options, proximity to major host cities, and accessible visitor services—ensuring a seamless experience for travelers unfamiliar with your destination or region.
Curate Custom World Cup-Themed Itineraries
This part is fun. Be creative and focus on your partners. Build a 1–3 day trip itineraries for fans looking to explore beyond game days.
Cheesy always plays well. Think: “Soccer & Suds Brewery Trail,” “Global Fan Foodie Tour,” or “Historic East Coast Road Trip.” We know destinations love a trail! Don’t forget to include regional attractions, local events, and hidden gems tailored for international audiences.
Encourage your partners to use these itineraries in their own marketing.
Collaborate with Airlines, Amtrak, Hotels, and Tour Operators
- Work with airlines and Amtrak to offer bundle promotions or highlight easy corridor or regional access.
- Coordinate with hotel partners to ensure room blocks or fan-friendly experiences (soccer-themed menus, watch parties, multilingual staff).
- Engage local tour operators who can build and book experiences that align with fan travel behaviors—especially for international tourists.
- Leverage any data you might have to make educated guesses about the visitors you’ll see.
Leverage Paid Search and Display Advertising Wisely
- Run paid campaigns targeting high-intent keywords: “Places to visit near World Cup 2026 stadiums,” “What to do in [city] during World Cup,” “Best cities to visit while attending World Cup USA.”
- Use custom ad groups to target:
- International travelers
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- Soccer fans/family travel
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- Millennials/Gen Z looking for experiences
- Geo-target ads around host cities (like NYC/Philadelphia/Atlanta) and build retargeting campaigns for those visiting official sites.
Use Content to Drive FOMO and Excitement
Content is king (again). Start publishing World Cup-themed blog posts and video content: “Top Fan Experiences on the East Coast,” “Soccer Legends Who Loved [Your City],” “How to Celebrate Like a Local.” Use local voices—chefs, artists, athletes—to tell compelling stories to international fans.
Don’t forget to collaborate with influencers to preview itineraries or spotlight your city as a “must-see” between matches.
Plan Custom Events Around Game Days—Even If You’re Not a Host City
- Organize community watch parties, cultural celebrations, and fan zones.
- Partner with embassies, ethnic restaurants, and soccer clubs to create multicultural experiences that resonate with global fans.
- Consider co-hosting events with nearby host cities for regional crossover tourism.
Think Inclusive and Accessible
- Prepare to welcome diverse global audiences—with multilingual materials, ADA-compliant experiences, and marketing that shows representation.
- Remember: The soccer community is global, intergenerational, and passionate. Speak to them in a way that feels welcoming and intentional.
Measure, Adjust, and Keep Building Momentum
Set up campaign tracking now: measure landing page visits, search interest, conversions on itineraries. Use the data to evolve your messaging and outreach as 2026 approaches.
Treat this like a multi-year campaign: build excitement in 2025, convert in 2026, and retain new visitors long after!
The Clock Is Ticking
The destinations that start now will be the ones fans remember. Many already have.
Whether you're a host city or just a quick train ride away, your community can benefit—if you plan early, market smart, and create memorable, fan-forward experiences.
About Orange 142
Orange 142 is a digital marketing and advertising company with offices across the US. We service marketers and agencies. We are part of Direct Digital Holdings.
We help marketers of all sizes grow their reach and revenue through data-driven media strategies. We also partner with agencies and execute campaigns on behalf of their clients.
Our team of experts deeply understands the digital landscape and the latest advertising and marketing technologies. We work closely with our clients to develop and execute custom advertising and marketing campaigns that meet specific goals.
We are committed to providing our clients with the highest service and transparency. Open communication and collaboration are essential to the success of every advertising and marketing initiative.
