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For the first time in over three decades, the world's biggest soccer event returns to this region, co-hosted by Canada, Mexico, and the United States. The tournament is scheduled to kick off in June 2026, with matches spread across multiple cities, from Mexico City to the New York-New Jersey area.
The campaign features two players, Erling Haaland and Vinicius Júnior, with social media content and short videos, launched before the tournament begins in June 2026. According to the announcement, Marriott Bonvoy members using Visa cards can access a number of tournament-related activities and experiences.
Image of Erling Haaland (Norway national team/Manchester City) during the campaign ahead of the 2026 World Cup.
Peggy Roe, Executive Vice President and Head of Global Client Services at Marriott International, noted that this trend is becoming increasingly evident: “For many World Cup fans, traveling is not simply about going to a new place, but also about connecting with their community, their culture, and their passion.”
She further commented: "Travels during the World Cup season are often unique, as fans not only watch the matches but also bring their own cultural identity, accompanying the team and spreading that throughout the journey."
Football star Vinicius Júnior (Brazil national team/Real Madrid) is also participating in the global "For Fans, Everywhere" campaign.
From the perspective of tournament organization, FIFA Secretary General Mattias Grafström stated: “The FIFA World Cup 2026 is expected to attract a large number of fans from many countries. The collaboration between partners in implementing activities aimed at the audience will contribute to expanding the experience surrounding the tournament, from the opening match to the final.”
Meanwhile, Kyndra Russell, Visa's North America Regional Marketing Director, emphasized the importance of the journey: "The experience of traveling, staying, and participating in side activities is just as important as the time spent in the stands."
The “For Fans, Everywhere” campaign provides more opportunities for football fans and travelers to access the 2026 World Cup.
Industry data shows that sports tourism is one of the most notable growth segments, currently accounting for approximately 10% of total global tourism spending and projected to reach $1.3 trillion by 2032. The increasing interest in soccer in the US market, coupled with the trend of international travel linked to major events, is seen as a driving factor for demand in the coming period.
As part of Marriott International's loyalty program with a network of over 30 hotel brands in approximately 10,000 destinations, Marriott Bonvoy aims to connect accommodation experiences with journeys linked to global events such as the World Cup.
