2026 is a year of mega-events in the United States, with the FIFA World Cup taking center stage. Host cities and adjacent destinations are all asking the same question: Do mega-events like World Cup matches actually bring visitors and if so, how do these visitors behave differently than typical leisure travelers?
To answer these questions, Zartico analyzed visitor patterns from all 96 Gold Cup and Club World Cup matches held across the United States, as well as the NFL Super Bowl. This session will share answers to the pivotal questions:
- Who travels for these events?
- How do event attendees experience the host destination?
- And how can host communities position themselves to maximize economic impact?
Whether your destination is hosting World Cup matches, the Final Four, college bowl games, or Olympic qualifying events - this session will give you the playbook for success.