The FIFA World Cup: Tourism, Strategy, and the $3.3B Opportunity

The countdown to the FIFA World Cup 2026 is on, and New York–New Jersey is set to host the world’s biggest stage — including the final at MetLife Stadium. Seth Borko and Sarah Kopit sit down with Bettina Garibaldi, Chief Marketing and Communications Officer for the NYNJ Host Committee, to unpack how the region is preparing for an event expected to bring $3.3 billion in economic impact. From transit and mobility challenges to fan festivals and local business engagement, Bettina shares how the World Cup could transform the region’s hospitality landscape and leave a long-term tourism legacy. Presented by ⁠⁠⁠⁠EF World Journeys⁠⁠⁠⁠. Takeaways: New York–New Jersey will host eight matches and the final, expected to attract global audiences on par with 13 Super Bowls. The event is projected to deliver $3.3 billion in economic impact and support more than 26,000 jobs. Mobility and operations are top priorities, with agencies preparing for 80,000+ fans per match. Local businesses are encouraged to creatively engage visitors with thematic experiences, even without FIFA IP rights. The official FIFA Fan Festival at Liberty State Park will run all 39 days of the tournament. Beyond 2026, the tournament is seen as a chance to strengthen the region’s long-term tourism and hospitality brand. Connect with Skift: LinkedIn: https://www.linkedin.com/company/skift/ WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/ Facebook: https://facebook.com/skiftnews Instagram: https://www.instagram.com/skiftnews/ Threads: https://www.threads.net/@skiftnews Bluesky: https://bsky.app/profile/skiftnews.bsky.social X: https://twitter.com/skift Subscribe to @SkiftNews and never miss an update from the travel industry.