The field is set, the countdown is on, and the excitement is building (at least among the soccer-obsessed). As the World Cup nears, communities across the United States are considering what their place in this global event could be, relishing an opportunity to put themselves on the map for travelers, both foreign and domestic, and boost the local economy. While concerns about crowds and cost might make staying on the sidelines seem somewhat appealing, there are plenty of ways to take part for tourism and communications teams of every size and budget.

Getting to Know the Line-Ups

The last time the United States hosted a World Cup, in the post-grunge-pre-tech Nineties, soccer was an up-and-comer with something to prove. The tournament in ’94 did just that, with record attendance marking a turning point for the sport on both the men’s and women’s side. Decades later, United States now has well-established professional leagues and rabid fanbases that have molded a soccer culture using both original and borrowed elements. Very American, no?

The 2026 edition (also in Very American fashion) is bigger than ever before, with hosting duties split up between Canada, Mexico, and the United States. Forty-eight teams have punched their ticket to the dance, so expect this to be a party from the Yukon to the Yucatan. Though teams will only play their matches in twelve venues in the States, many more communities will play host to the retinue of supporters following their favorite players and teams.

Communities within striking distance of a game-day or base camp sporting facility may find some inspiration in North Star’s Tourism + Hospitality Plays, while communities spectating from farther afield may want to build some Resident Fanfare.

Tourism + Hospitality Plays

The most beautiful thing about the beautiful game is not the fancy footwork but rather the way the sport connects nearly everyone in the world. There is a collective language and a shared culture around soccer, especially for World Cups. Learning even a little bit of the lingo and traditions can go a long way.

Your lodging and hospitality partners are in the best position to take trips to another level. Equip them with information—in various formats and languages—to give tourists upon arrival. Simple touches such as multilingual hotel layouts, area maps, and food and culture guides can orient visitors in their new surroundings and drive traffic to spots you know will be a highlight. For a more advanced tactic, create a local passport for visitors to collect Panini-style stickers featuring meaningful places, people, and regional foods when they go to participating local businesses.

All travelers will be on the lookout for distinct experiences in your destination. From the time they settle into their lodging, visitors should be able to see or even taste how your community is different from other American places they may have visited. Work with hoteliers to get a prominent place for your brand in the lobby, perhaps in return for stocking the front-desk with locally-sourced souvenirs and snacks for sale at reasonable or reduced prices. Then, as visitors explore the surroundings, make use of temporary branded signage to reinforce your messaging and reassure people that they’re headed towards goal.

Fan bases will have a few days between matches in the early stage of the competition, so fill out itineraries with activities that introduce adventure and relaxation, as necessary. Planning a special multicultural edition of a recurring event (i.e., street festival, food truck rally, movie night) that attracts both travelers and residents during this downtime may also be a welcome addition to the schedule. If beneficial, partner with neighboring communities to make this a regional effort.

Resident Fanfare

Whatever your community’s proximity to the action, the World Cup presents a month-long opportunity to bring residents together and get the ball rolling on your summer activity calendar. Of course, ensuring restaurants and other local businesses hold safe and successful watch parties may be the priority, but feel free to take the lead on other soccer-related initiatives.

Without school in session, parks and recreation departments play a paramount role in teaching kids how to be physically and mentally active. Camps and programs already planned for June and July can easily incorporate international-themed workshops from dancing to crafting to traditional games. Moving outdoors, temporary installations for soccer tennis or soccer golf can provide more options for kicking around a ball and exercising.

Should you want to project your efforts onto the surrounding environment, think about adding soccer infrastructure that pays off for your residents in both the short- and long-term. While full-size soccer fields are a great asset, perhaps you have underutilized athletic facilities or parks that can be converted into spaces for smaller groups looking for a place to play. For a creative alternative, organize an eco-friendly initiative for participants to make their own playing field by planting new trees about twenty feet apart so that they’ll someday serve as goal posts in a public park, clearing, or private backyard.

Like community branding, soccer connects on a personal level. To get residents and visitors to look forward to what you have planned during this World Cup summer, you just have to speak in the universal language that celebrates how people from vastly different backgrounds can enjoy their company and appreciate their differences both on and off the field.