From kickoff to final: Advisor playbook for 2026 soccer travel
Next year’s big soccer tournament will be the largest sports event ever staged in North America — and a major opportunity for advisors to add value to travelers and grow revenue.
With hundreds of matches across the USA, Canada, and Mexico, and as many as 6.5 million fans expected to attend, demand for the big soccer tournament in 2026 will ripple far beyond stadiums and into surrounding neighborhoods, satellite cities, and nearby destinations before, between, and after match days.
In this article, we break down the essentials so travel advisors can tailor their strategy. By preparing now, you won’t just be ready for the game — you’ll be positioned to win it!
1. Tournament overview
16
Host cities
across 3 countries.
48
National teams
from 5 continents.
104
Matches
in the tournament.
6.5 million
Fans expected to attend.
The tournament will be played across a total of sixteen stadiums: 11 in the US, 2 in Canada, and 3 in Mexico. To view all the stadiums and host cities, select the country from the dropdown menu below.
2. Key event dates
As the tournament approaches, demand is likely to peak at different moments. Use the timeline below as a guide to understand when soccer fans are most likely to book, travel, and extend their stays during the tournament.
Similar events in the past, such as the 2022 global soccer tournament in Qatar, showed significant growth year-on-year during the tournament window, followed by softer demand in the 14 days immediately before/after the event, and an immediate drop once the final match ended.
3. Traveler insights
According to a 2025 Expedia Group sports tourism study:
- 81% of sports travelers visit another destination outside the event city;
- 62% of travelers take trips between 2-6 days.
Furthermore over 50% of sports travelers seek out other activities beyond the event. With options such as dining, shopping, and sightseeing/attractions highlighted as top things to do outside the tournament.
Early signs are also pointing to the tournament group stage as a driver for booking activity, especially US fans ready to support their national team. According to our own Expedia Group internal data*, searches for the Seattle and Los Angeles matches in June are already seeing a healthy growth, compared to last year: 185% surge in US traveler searches for the Seattle match, and 80% growth in US traveler searches for the two LA matches in June.
Equally, England and Australian fans are already leading the way*:
- 100% rise in Australian searches to the US;
- 130% rise in Australian searches to Canada;
- 205% rise in UK searches to Mexico;
- 135% rise in UK searches to Canada;
- 85% rise in UK searches to the US.
4. Advisor playbook
Accommodation
- Search beyond the host city. Consider metro areas and adjacent cities with good transport links, for better price and availability.
- Offer travelers a mix of property/room types. Consider vacation rentals or larger hotel suites for families and bigger groups.
- Favor fully refundable rates where budget allows. Use the Expedia TAAP "fully refundable property" filter on the properties search results.
- Look out for minimum-stay rules and extra fees (e.g. resort/parking) in urban venues. Make sure to call these out in your quotes to avoid unexpected surprises during check-in.
Tip:
Use the map view on the Expedia TAAP search results, to surface inventory in adjacent-areas and quickly compare prices and availability, particularly when client-facing.
Itinerary add-ons
- Compare primary and secondary airports for a range of flight availability/prices.
- Widen the travel search window to +/- 2 or 3 days from the event.
- Offer multi-regional itineraries. Use the multi-city flights option on Expedia TAAP.
- Factor in ground transportation. Include a transit pass or car rental options, where parking allows, and according to the traveler's preferences.
- Build buffers between match days and travel legs.
- Plan beyond stadium time. Include day-tours, attractions and dining activities for the off-days. If available in your point of sale, check the top 10 activity recommendations on the Expedia TAAP search results, or filter by activity type.
Client proposal checklist
Consider using a checklist during your traveler consultation, or when submitting a quote. Things to include:
- Date ranges, multi-city itineraries (if applicable).
- Budget ceiling / willigness of traveler to trade proximity to the venue for having more space or amenities.
- Traveler preference for rail/transit pass vs. car.
- Desire for pre/post trip extensions (nature, culture, day tours).
- Flexibility (refundable vs. non-refundable savings).
- Documentation timelines (passports, visas/ESTA/eTA).
- Accessibility needs.
Tip:
Click on the link to download a printable checklist.
Sources:
- Fifa.com / Inside FIFA
- Expedia Group, Sports Tourism Study, 2025.
- *Expedia US, UK and AU POS data, January 1, 2025-July 16, 2025.