By
Robin Lawther, VP of Expedia TAAP and Business Development
Every four years, millions of soccer fans across the globe mobilize and fundamentally
shift travel patterns. At major international tournaments, fan demand doesn’t
just increase; it concentrates, spreads across borders, and stretches
infrastructure – turning travel into a far more complex exercise than a
standard leisure trip.
In 2026, that complexity reaches a new level. For the first time, the
world’s biggest soccer event will feature 48 teams, 16 cities, and three
countries: the United States, Canada, and Mexico. What emerges is not a single
destination, but a multi-nation, multi-city travel ecosystem that will test
availability, pricing, and logistics at scale.
According to Expedia Group’s Traveler
Insights report, searches to the U.S., Canada, and
Mexico rose 35% year over year in Q4 2025. That
early surge signals intent – and also pressure – as fans begin locking in plans
well ahead of kickoff. With sold-out cities, border
crossings, and rising costs, an event of this magnitude means travelers will
need expert guidance to navigate the complexities that are bound to arise.
Why this moment matters for travel advisors
Sports tourism is already a significant engine of global travel demand.
According to Expedia Group’s global study, it
represents 10% of worldwide travel spending and is projected to reach nearly 1
trillion USD by 2032.
What sets global sporting events apart is how people travel around them. The
same research shows that 44% of sports travelers have crossed borders for an
event, while 81% extend their stay to explore other destinations. More than
half actively seek experiences outside the stadium
– from dining and shopping to seeing nearby attractions.
This behavior fundamentally shifts the travel advisor's role. The opportunity
isn’t limited to flights and hotels tied to matchdays; it lies in designing
longer, higher-value itineraries that combine sporting moments with destination
discovery. Advisors who understand this pattern can capture incremental revenue
while delivering trips that drive authentic experiences.
Beyond the host city: meeting travelers across destinations
Expedia Group traveler data points
to uneven pressure across host cities. Boston has emerged as the
fastest-growing destination, with searches spiking 1000%, while New York ranks
as the second-most-popular hub for international travelers, and Miami follows,
with searches up 260%.
But focusing only on host cities
misses a critical point: not all travelers will stay in the cities where
matches are played. As availability tightens, the most effective itineraries
will be those that balance proximity with flexibility – where travel advisors
play a crucial role.
With deep destination knowledge,
supplier relationships, and the ability to navigate complex logistics, travel
advisors are uniquely positioned to design seamless, multi-stop itineraries
that maximize availability and discovery. At the same time, travelers are
increasingly seeking more than just the match – they want to turn their trip
into a richer experience.
Multi-destination packages bring
these needs together, unlocking more possibilities, such as:
- Pairing Boston stays
with a getaway to Cape Cod.
- Offering New York
City fans a stay extension for a quick escape to Philadelphia.
- Potential add-on for
Miami visitors hoping to visit Orlando’s many theme parks.
These multi-destination approaches
help manage costs, increase availability, and enable opportunities for
exploration that travelers value – while creating new booking potential for
advisors. In a high-demand environment, flexibility around dates, refundable
rates, and well-connected secondary cities will be as important as the location
itself.
Turning scale into an advantage
Soccer fans excited to attend the 2026 event may start eager to plan their
travel, but an event of this size introduces friction and complexity – rising
prices, limited inventory, unfamiliar destinations, and multi-country logistics.
This makes planning more daunting for travelers – especially those coordinating
group trips or milestone journeys.
This is where travel advisors are
uniquely positioned to add value. By acting as experience architects – blending
logistics, personalization, and inspiration – advisors can turn complexity into
confidence. They help travelers see beyond a single match or city, shaping
journeys that feel tailored and easy to navigate.
As global attention
builds towards tournament time, soccer's ability to mobilize travel demand
places advisors at the center of a defining moment in the industry. The
opportunity is clear: prioritize multi-destination itineraries. Travel advisors
who do so won’t just capture a spike in bookings – they'll build deeper
relationships with clients who want their biggest trips to feel seamless,
memorable, and worth the investment.
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