Every four years, the FIFA World Cup reshapes the global travel map. The 2026 edition will be the largest in history, with 104 matches across three host countries over 39 days, turning North America into a month-long global celebration of football. Host cities become vibrant crossroads where fans from hundreds of nations gather to celebrate the sport. Streets fill with jerseys, music, languages, and shared anticipation.
Fans travel thousands of kilometres not only to watch matches but to live the moment together. Guests remember where they watched the winning goal, where they met fellow fans, and where they explored the city between matches. When hotels become part of those memories, they build something more valuable than occupancy: a lasting bond with travelers who will return long after the final whistle.
This guide shares practical ideas to help hotels and vacation rentals create that emotional connection with FIFA guests. In a tournament driven by passion and celebration, “selling experiences” is the key to turning a stay into a lasting memory.
Football is emotional. Fans travel across continents to witness moments they will remember for life. Properties that recreate the energy of the stadium inside the hotel can become gathering places where fans celebrate the sport together.
One of the simplest and most effective strategies is to build a fan zone atmosphere inside the property. You can organize:
During the Super Bowl in the United States, hotels frequently convert lounges into watch-party arenas.
Hotels can offer match-day packages including early breakfast for kick-offs, stadium transport guidance, and late-night dining for returning fans.
Other themed experiences include country-themed match nights with cuisine and music, “Follow Your Team,” multi-match stays, football trivia events, athlete meet-and-greet sessions, and heritage tours to stadiums, football museums, or local clubs.
For the London Olympics in 2012, The Berkeley in London, guests have enjoyed synchronized swimming lessons with professional athletes, while Brown’s Hotel introduced sports-themed spa treatments such as the “Relaxathon” workout-and-massage experience.
Properties near stadiums can position themselves as the basecamp for match days, helping guests navigate crowded cities and unpredictable match schedules. Guests value the certainty of returning easily to their hotel after a late match.
Packages can include:
Fans rarely attend matches every day, leaving free time between fixtures. Hotels can design “Match + Explore” itineraries combining football travel with city discovery, such as guided cultural walks, neighbourhood food tours, or sports bar trails.
During the 2014 FIFA World Cup in Rio, some hotels curated fan experiences like beach tours, samba neighbourhood walks, and the Football Fan Campsite in Recreio, offering match screenings and alternative stays for traveling supporters.
Active itineraries can complement football travel, including scenic cycling routes connecting stadium districts, guided hiking trails, beach football or water sports for coastal destinations, and running routes around iconic stadiums.
A strong example of location-led hospitality comes from On Location’s Milano Cortina 2026 Olympic experiences, where guests customize itineraries around alpine skiing in Cortina, freestyle snowboarding in Livigno, and ice hockey in Milan with guaranteed accommodation near venues.
Football travel attracts a diverse mix of guests: families, supporter groups, solo travelers, and business visitors. Designing multigenerational and flexible experiences helps hotels and vacation rentals create inclusive stays that appeal to a wider audience.
Families traveling for tournaments often want activities that keep children engaged while parents follow the matches. Practical ideas include kid-friendly viewing lounges, mini football tournaments for young guests, and family watch parties with themed snacks and entertainment so every generation can enjoy the event together.
Many fans travel as groups of friends or organized supporter clubs. Design packages such as multi-room discounts for supporter groups, shared viewing lounges or private screening rooms, and group dining before or after matches. To enhance the social experience, create sports bar tours, nightlife guides, or themed fan parties. These shared spaces often become emotional gathering points where fans celebrate victories together.
Let’s not forget the solo-fans. Solo travelers often look for ways to connect with other supporters. Build accommodation packages with fan meetups before major matches or guided excursions where solo guests can join small groups, helping create a sense of global football community.
Such major tournaments attract corporate travelers and sponsors. Hotels can offer co-working spaces with match screenings, meeting lounges with football viewing areas, and concierge services coordinating match attendance and business meetings. Vacation rentals and villas can also host small corporate groups seeking more private stays.
The most memorable travel experiences often come from local partnerships and immersive activities. By collaborating with local businesses, artists, and guides, hotels can create richer itineraries for football travelers.
Practical collaborations include:
Take inspiration from Accor: During the Paris 2024 Olympics, Together with catering partner Potel & Chabot and the “ALL Champions Family” athlete programme, Accor created a hospitality space that blended sport, culture, and premium guest experiences.
FIFA guests are not just booking rooms, they are searching for unforgettable stays. The question is no longer whether guests will travel for FIFA, but where they will create their best memories. Will it be at your property?
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