How can your destination—host city or not—beat the competition and become the top choice for travelers planning around the 2026 soccer event? This major international soccer event will draw millions of fans worldwide. Destinations that plan early will capture traveler attention when it matters most, during the inspiration and research phase. Below, we’ll share reasons why timely, targeted messaging is key to driving interest and engagement before the travel surge begins—and how Sojern exclusive solutions can help your DMO stand out to these potential travelers.
The 2026 North American Soccer event is heading to 16 cities across the U.S., Canada, and Mexico. It’s aiming to be one of the biggest sporting events to ever take place, hosting 104 total matches across North America, with 50% more teams participating in this event (48 in 2026 compared to 32 in the past). The U.S. Travel Association estimates that 6-8 million foreign fans will visit the U.S. for this event.
Given the scale and reach of the event, it's a massive opportunity for destination marketers to prepare an ideal strategy for engaging the big surge of international travelers. Soccer fans are planners and travelers. They will extend stays and explore nearby cities, often treating these major soccer events as a bigger travel opportunity, not just a one-and-done sports trip. Data from past tournaments shows they’re likely to extend their stay beyond match days, visit multiple cities including those that are not hosting matches, and seek out local experiences, cultural landmarks, nightlife, and nature.
These events can be once-in-a-lifetime events for fans, which often involve long-haul travel and large investments. Many start planning well in advance, booking accommodations, researching local cultures, and mapping their itineraries. Experts recommend travelers start planning early to ensure they’re able to book travel, due to factors such as ticket availability, accommodation demand (especially those who want to capitalize on hospitality packages that deliver a premium experience and have limited availability), and visa processing times. In recent reports, the U.S. Travel Association stated that visa processing for some countries has risen to 600 days, making early travel planning essential for international fans.
Ad inventory near official content is already becoming more competitive and expensive. Programmatic buyers will face rising costs as demand continues to grow. By planning and activating campaigns early, DMOs can secure more efficient CPMs and deliver smarter, better-targeted ads before bidding intensifies. Programmatic advertising allows you to reach international markets using travel intent data tied to North America soccer event destinations. Sojern's exclusive soccer audiences goes beyond standard tactics, like contextual or keyword targeting, by reaching and engaging audiences that have historically attended international and domestic games.
Activating campaigns now is key to positioning your destination to these travelers in their trip planning journey, which is happening today. Destinations can capitalize by aligning event travel with broader brand messaging. For example, incorporating messaging about arts and culture, nightlife, or your local food scene alongside messaging about the event.
Using data-driven targeting, such as behavioral and travel intent data, can allow you to reach international and domestic soccer fans before they book to get your message in front of them. Sojern’s travel intent signals, combined with programmatic precision, provide a huge edge over generic awareness campaigns. Align your content and paid media strategy to capture travelers’ interest while they’re searching. You can also consider collaborating with local attractions, hotels, and restaurants on packages to capture traveler interest.
Early 2025: Inspiration and Planning
Mid to Late 2025: Conversion
2026 (Tournament Year): Boots on the Ground Support and Last-Minute Travel Bookers
Don’t worry if you missed a step, there is still time to activate campaigns and get in front of those ideal audiences for your destination. And remember, many fans will travel to be part of the atmosphere, even if they don’t have tickets. Destinations near host cities can capture travelers looking for more affordable or varied options, and your messaging can reach them as well.
Need help driving visitation to your region by tapping into this audience? Learn more about our custom soccer audiences to reach travelers for the 2026 North American soccer event. Our experts can support you to get in front of your audiences for the 2026 North America soccer event, contact us today.
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