Published on
October 9, 2025
New York City Tourism + Conventions has unveiled a vibrant new campaign titled “Where the World Comes to Play,” aimed at boosting New York City tourism as the city prepares for the FIFA World Cup 2026. The campaign, running through 2026, will target 20 global markets to attract international visitors. It highlights NYC as a diverse, welcoming destination, where visitors can experience world-class attractions alongside the excitement of the World Cup.
A Global Invitation for FIFA World Cup 2026
The New York City tourism campaign is strategically timed to coincide with one of the world’s largest sporting events—the FIFA World Cup 2026. New York/New Jersey will host eight World Cup matches, including the prestigious Final. This presents a unique opportunity for the city to not only attract soccer fans but also to draw curious travelers and culture enthusiasts to explore its many offerings. The campaign is designed to promote the city’s vibrant mix of sports, culture, and entertainment.
Julie Coker, President and CEO of New York City Tourism + Conventions, is optimistic about the city’s appeal: “With the FIFA World Cup 2026 just around the corner, we’re excited to showcase everything New York City has to offer, from world-class sports to iconic landmarks and diverse neighborhoods. NYC will be the place to be for visitors in 2026, and we can’t wait to welcome the world.”
FIFA World Cup 2026: A Key Driver for New York City Tourism
The FIFA World Cup 2026 is set to bring millions of soccer fans to the New York/New Jersey region. Matches will be held between June 13 and July 19, including group stage games, the Round of 32, and the World Cup Final. For those planning to visit, New York City tourism offers a wealth of visitor information to help navigate this once-in-a-lifetime event.
Beyond soccer, New York City promises a diverse cultural experience. Visitors can immerse themselves in the city’s famous neighborhoods, enjoy its dining scene, or visit iconic landmarks like the Statue of Liberty and Central Park. This blend of sports and culture makes New York City a top destination during the FIFA World Cup 2026.
Targeted Tourism Campaign Reaches Global Markets
The “Where the World Comes to Play” campaign is designed to reach global audiences, including travelers from markets such as Australia, Brazil, Germany, Japan, Mexico, and the United Kingdom. With a focus on both the World Cup and NYC’s unique culture, the campaign aims to attract a diverse range of visitors. Ads will feature playful designs incorporating soccer balls for World Cup-specific promotions and other fun elements, such as shopping bags and sunglasses, to capture the essence of NYC’s vibrant atmosphere.
The tourism campaign will use outdoor media and digital advertising to promote New York City tourism, helping potential visitors learn more about the city’s attractions and travel opportunities. As part of its efforts, NYC Tourism + Conventions will also provide essential visitor information to help tourists plan their trips, including travel itineraries and tips for navigating the city during the event.
NYC Travel and Soccer Culture: A Perfect Match for Visitors
New York City’s rich soccer culture is another major draw for visitors attending the FIFA World Cup. The city has long been a hub for international soccer fans, with numerous local teams and events celebrating the sport. The campaign highlights this connection to soccer, encouraging visitors to engage with the city’s local teams and fan activities. For those interested in NYC travel, there’s no shortage of soccer-related experiences, from watching local matches to joining fan zones during the World Cup.
Additionally, the city’s diverse cultural landscape makes it the perfect destination for visitors with varied interests. From world-class museums and Broadway shows to vibrant street art and food tours, NYC offers something for everyone. Whether you’re in town for the World Cup or exploring the city’s countless attractions, New York City provides a rich travel experience.
Visitor Information and Tools to Enhance the NYC Travel Experience
To support visitors attending the FIFA World Cup, NYC Tourism + Conventions has launched new tools to streamline the travel experience. AI-driven chatbots Libby and Ellis, available in 60 languages, provide personalized assistance, helping travelers with everything from event schedules to local tips. These innovative resources make it easier for visitors to plan their trips, ensuring a smooth and enjoyable experience.
For those planning to explore beyond the World Cup matches, the official tourism website offers comprehensive visitor information, from travel guides to detailed descriptions of the city’s soccer culture. The site serves as a one-stop resource for tourists looking to make the most of their NYC travel experience.
Conclusion: A Global Destination for the FIFA World Cup and Beyond
With its combination of exciting sports, rich culture, and diverse attractions, New York City is poised to be one of the top destinations for the FIFA World Cup 2026. The “Where the World Comes to Play” campaign invites travelers from all over the world to experience the best of NYC, whether they’re in town for the World Cup or simply to explore the city’s many cultural gems. As New York City tourism continues to grow, the city’s role as a global destination is set to shine even brighter in the years leading up to and following the event.
