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The 2026 World Cup, a historic tournament co-hosted for the first time by the United States, Mexico, and Canada with an expanded scale of 48 teams, is creating a frenzy in the international travel market. More than just the biggest football event on the planet, it has become a powerful catalyst, causing a surge in bookings for luxury flights and hotels from China to North America in June.
The country's wealthy are demonstrating an incredible level of extravagance and willingness to spend, seeing this as a golden opportunity to enjoy high-end sporting experiences and bespoke overseas trips.
A prime example of this trend is Sarah Li, a tourist from Jiangsu province. As a reward for her son after he passed the grueling college entrance exam (gaokao), she didn't hesitate to spend over 10,000 yuan (approximately 35 million VND) just to get a VIP ticket to watch the match between Portugal and Uzbekistan in Houston, Texas, USA.
Although not a fan of football herself, Mrs. Li still considers it a worthwhile investment in her children's happiness. While her son immerses himself in the vibrant atmosphere on the field, she plans to take the opportunity to shop and explore the city.
The family of three's plans also included staying in Houston for a few days before continuing their exploration of other famous landmarks in the US, turning their football trip into a high-class family vacation.
Bookings for luxury flights and hotels from China to North America surged in June.
The willingness of families like Ms. Li to spend is giving a major boost to international tourism this summer. According to statistics from Beijing-based online travel platform Qunar, demand for flights from mainland China to the 2026 World Cup host cities in North America saw impressive growth between June 11 and July 19.
In particular, the number of airline tickets to New York – where the final will be held – increased by 27% compared to the same period last year. The appeal of the matches also drove demand for flights to Atlanta (where the semi-finals will take place) up by 32%, while Miami recorded a record increase of up to 120%. Not to be outdone, demand for airline tickets to Monterrey, Mexico for the group stage matches also surged by 170% compared to the previous year.
This increase is not limited to transportation but has also spread to the accommodation sector, with hotel bookings in New York and Los Angeles increasing by nearly 50%, and Toronto, Canada by 20% compared to the same period last year.
Despite not qualifying for the 2026 World Cup, China secured a resounding victory right before the opening ceremony.
Fu Yifu, a research expert at Suzhou Commercial Bank, believes that the demand for live viewing of matches is booming. This is due to the irresistible appeal of the 2026 World Cup and the full recovery of the international tourism market, particularly from Chinese tourists.
According to Mr. Fu, as incomes and demand for high-end cultural and tourism services increase, Chinese consumers are increasingly favoring spending on professional sports experiences and personalized overseas trips, thereby strongly boosting the growth of this year's summer tourism market.
While the World Cup frenzy is stirring up the North American market, the tournament is also having a significant impact on the accommodation sector within China through the "staycation" trend. Due to the time difference, most matches take place in the early morning hours Beijing time, leading many fans to rent hotels to gather with friends, creating comfortable spaces for watching the games.
World Cup souvenir shops in China are attracting large crowds of tourists.
According to Tongcheng Travel Company, based in Suzhou, hotel bookings for rooms equipped with high-quality cable TV, immersive sound systems, and high-speed internet have increased by more than 90% compared to the week before the tournament began.
Responding to this demand, many luxury hotels in China have quickly caught up with the trend by launching football-themed presidential suites. These suites can accommodate more than 10 guests and are equipped with high-end audio and visual systems and exclusive services designed for passionate football fan gatherings.
However, the expert also cautioned that this surge is largely seasonal. The number of visitors is expected to decline rapidly once the tournament concludes, making it unlikely to become a sustainable and long-term revenue growth driver for the entire service industry.
Nevertheless, it cannot be denied that the 2026 World Cup has brought a breath of fresh air, boosting the vibrancy and innovation of the tourism and service market during a summer full of excitement.
