Global soccer championship 2026: a strategic playbook for planners How to stay ahead of demand, protect your budget and deliver standout experiences

The 2026 Global Soccer Championship will be the most expansive sporting event North America has ever hosted. With 104 matches across 16 cities in the United States, Mexico, and Canada, the scale is unmatched. For meeting planners and hospitality partners, the opportunity lies not just in the numbers, but in understanding the demand patterns, regional dynamics, and momentum that will define this moment.

The tournament runs from June 11 to July 19, 2026, with matches hosted in:

View the official full match schedule at FIFA.com.

“This is the largest sports tournament in the world,” says Gerilyn Horan, Vice President, Group Sales & Strategic Accounts for Hilton.

“Five weeks, 16 markets, three countries — the stats are staggering. It’s going to ignite energy and excitement globally.”


Compression is real — but not uniform

In hospitality, compression refers to periods of limited availability and elevated rates. During the 2026 tournament, compression will vary widely depending on match schedules, regional dynamics, and international demand. Destinations like Miami and Los Angeles will see intense booking activity, explains Jeremy Leifel, Hilton’s Managing Director of Sales, Sports & Entertainment, while others might experience more moderate spikes.

Dallas, Atlanta, and New York/New Jersey, for example, are each hosting eight or nine matches — but not consecutively. “It could be seven days, four days, nine days before the next match,” says Leifel. “Most people traveling in are going to want to go to two or three games. So, they might make Miami or New York their home base, then fly to Toronto or Mexico City for a day trip.”

These gaps create natural lulls in occupancy — windows of opportunity for planners to secure space at favorable terms, points out Frank Manchen, Hilton’s Senior Director of Sales Optimization.

“From a group standpoint, customers can definitely take advantage of the valleys. It’s a great opportunity to be part of the tournament without paying a premium.”


Strategic planning starts now

This is the time to act. Planners should focus on securing space in key cities and designing layered experiences that go beyond match days. Cultural programming, fan zones and off-peak activations can enhance attendee engagement and create memorable moments throughout the tournament.

Regional thinking is key. Cities within a 90-minute radius of host venues offer strong value and easier logistics. Stamford, Conn., for example, provides direct train access to New York/New Jersey.

“You could block rooms in Stamford and train into the city,” suggests Manchen. “Everybody puts the jersey on — it’s part of the experience.”

Budget flexibility matters. Build budgets that account for rate variability, transportation options, and local enhancements. Charter transportation, train connections, and fan-friendly itineraries can deliver memorable experiences without premium pricing.

Value beyond the spotlight

Not every group needs to be in a host city. Secondary destinations with strong Hilton presence—like Orlando, Tampa, Anaheim, New Orleans, and Cancun—offer compelling alternatives. These cities combine summer appeal with group-friendly infrastructure and likely more availability during peak tournament weeks.

Leifel encourages planners to think regionally and creatively. “You can stitch this together without having to be in the market,” he says.

“Book outside the city, stay within a two-hour transfer window, and make it fun — charter, train, bus.”

If your group prefers to avoid host markets during the tournament, communicate that now. “If you’re a group customer and you don’t want to be in a host city, raise your hand,” Leifel advises. “There are plenty of great cities to consider — and hotels are ready to help you plan.”


Why group business wins in host markets

Hilton’s portfolio spans luxury, lifestyle, extended stay, and convention properties — with a presence in every host country and most secondary markets. That diversity allows planners to match brand experience with attendee expectations.

Hilton’s dedicated sales teams are ready to guide planners through every phase — from sourcing to execution. With tailored packages, loyalty perks, and a focus on long-stay value, Hilton properties are positioned to support well-coordinated, high-impact programs for groups that act early.

 “Group business is absolutely a priority,” says Gerilyn Horan.

“We’re encouraging planners to get on the books now — not just to access better rates and terms, but to ensure their programs are fully supported.”

Longer blocks often unlock stronger value, she adds. “A five-night stay may offer more favorable rates and added flexibility. But shorter stays are absolutely viable — it’s all about aligning with market dynamics and capturing the strongest opportunities.”

The group stage advantage

The first two weeks of the tournament — called the “group stage” — offer the best combination of hotel rates and ticket availability. As the competition moves into elimination rounds, both rates and restrictions will tighten. For many groups, the early matches provide the ideal balance: affordable, exciting, and accessible.

“The group stage is where you’ll find the biggest value,” Manchen confirms.

“Rates, ticket pricing, flexibility — it’s all better early on. Then things build toward the final.”

Cities will also be celebrating America’s 250th birthday next summer, particularly around July 4. “Expect a lot of activity in East Coast cities like New York, Philadelphia, and Boston, where there’s a lot of patriotic energy and rich historical context,” Manchen says. “It’s a powerful moment to be in those markets.”

The long-term halo effect

Like Olympic host cities, tournament destinations benefit from lasting infrastructure improvements and heightened global visibility. The tournament will leave behind upgraded venues, better transit systems, and an association with world-class events.

For planners, that means future meetings in these cities will carry the halo of having hosted the world's biggest sporting event — a benefit that extends well beyond 2026. “It’s a massive opportunity for North America to show the world what we can do,” notes Horan. “The energy is real, and it’s going to be fun.”

The 2026 global soccer championship is more than a tournament; it’s a moment of global attention, regional investment, and planner opportunity. With proactive sourcing and trusted partners, business continuity is not only achievable but also strategic.

This is the sweet spot for planning meetings and events. Planners who act now will secure prime space and craft standout experiences in the heart of action.

2026 global soccer championship: match dates by host city

Here’s a city-by-city breakdown of confirmed match dates. Use this as a planning reference — but always confirm with the official tournament schedule before finalizing contracts or itineraries.

United States

Canada

Mexico

*Hilton is not affiliated with or endorsed by FIFA.

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