GetYourGuide cofounder and CEO Johannes Reck:
As the FIFA World Cup gets started this week, we're watching something bigger than the matches: what a tournament like this actually does to travel demand, in real time and beyond.At GetYourGuide, we're already seeing interest surge across all 16 North American host cities this year — and not just for match-day logistics.
People are booking stadium tours, city landmarks, day trips, you name it.
→ San Francisco is up 76% year-over-year
→ Atlanta is up 70%
→ Dallas and Guadalajara both up 67%
Every city on this list is seeing real movement. Every city is in play. But one city caught my eye in particular: Toronto 🇨🇦 Niagara Falls day tours are up triple digits and, now, represent the fastest-growing single experience in North America.All this is to say, I've watched this play out with every major event over 17 years in this industry. Whether it’s the World Cup, the Olympics, major concerts, and, as we’ll see this week, papal visits, the attention spike is real.
But what converts it into lasting economic impact is whether the cities and local tourism infrastructure — and the small operators who actually create the on-the-ground experience — are ready to capture it.The cities that win long-term aren't just the ones that hosted the event. They're the ones that used it as a launchpad.The FIFA World Cup 2026™ - Canada, Mexico and the United States is a once-in-a-generation opportunity for these 16 cities. I hope they make the most of it. ⚽
(Tao and me at the Euro Final in Berlin two years ago 🇩🇪 )
