Since the beginning of the year, tourism sector experts predicted that 2026 would be a year in which Many trips would be motivated by events such as concerts, festivals or sporting events.
The Azteca stadium in Mexico City will be the first to host matches from three World Cups. Photo:Mario Guzman. Efe
Among the most striking for Colombians is the 2026 FIFA World Cup, which for the first time will be held in three countries: Mexico, the United States and Canada.
Colombia is part of group K, along with Uzbekistan, Portugal and a team yet to be defined, which will be known on the playoff dates. The venues for the team’s matches will be Mexico City, on June 17; Jalisco, June 23; and Miami, on June 27.
According to Leopoldo Pérez, regional manager for Mexico, the Caribbean, Central America and Colombia at Booking.com, Soccer has established itself as a great travel motivator for Colombians. “We have observed that accommodation searches by Colombian travelers on Booking.com increased up to 177,600 percent in cities where some of the most important sporting events of 2026 will be held, which shows that, beyond the game, travelers are taking advantage of these dates to plan getaways that combine soccer, culture and local experiences,” he explained.
Added to this is a report by OpenEconomics, in collaboration with FIFA and the World Trade Organization (WTO), which highlights that the 2026 World Cup will attract some 6.5 million fans in the three host countries and could contribute up to $40.9 billion to the global Gross Domestic Product (GDP).
Miami is preparing to host the 2026 FIFA World Cup. Photo:PFS Realty
Likewise, according to Assist Card estimates, Colombian trips to North America could grow between 25 percent and 35 percent during 2026, especially in the months in which the final phases of the tournament are played.
“We are facing a historic year for Colombian international tourism. The World Cup will be a key trigger and we expect double-digit growth in our operation, leveraged by the mobilization of thousands of travelers who will accompany the Colombian National Team,” said Hernán González, country manager of Assist Card Colombia.
Other analyzes also support traveler interest. A report carried out by Visas Gómez & Asociados, with internal information from the company and data from the United States Embassy, ensures that This year, around 123,000 visa applications have been submitted, of which 82,500 have been approved.
Destination initiatives
With the aim that Colombians extend their vacations and venture to see new places, Several destinations have planned strategies and immersive experiences to attract them. EL TIEMPO spoke with spokespersons about the strongest points of its tourist offer.
In the United States, Florida is a key state. Aubrey Brown, public relations executive for Visit Florida for Colombia and Mexico, He explained that last year approximately 655,000 Colombians arrived in this regionwhich represented an increase of 6 percent compared to 2024.
In addition, of the total number of Colombians who travel to the United States, 63 percent arrive in Florida. Brown also highlighted the air capacity, There was a 12 percent increase in scheduled flights to this state.
“Florida is familiar to Colombians and that feeling of knowing the place influences a lot. What continues to motivate travelers to return is our focus on diversifying destinations. We love Orlando and Miami are still favorites, but there are many other things to discover in Florida,” Brown stressed.
The city of Orlando is the sixth largest in the state of Florida. Photo:TripAdvisor
Regarding the state’s initiatives for the World Cup, He assured that a great campaign is being developed around the event. Regarding content, a section was created on the official Visit Florida website with recommendations and itineraries, available in English, Spanish and Portuguese.
“We know that there is a lot of time between games or that it is not always known where the teams will play, so we are encouraging travelers to stay in Florida, andeither renting an Airbnb to be more comfortable or taking short trips to other cities to take advantage of your stayAccording to Brown, the objective is to boost tourism to other areas of the state through the Brightline train system or through vehicle rental.
Leo Salazar, public relations manager for Visit Orlando, explains that This destination always has new attractions, from attractions to outdoor activities and for all budgets. Although this city will not host the World Cup, Salazar mentions that they are promoting it as an intermediate point to travel to destinations such as Atlanta, Miami or Washington.
“Orlando is one of those places that has a lot to give and a lot to see and the best of all is that it continues to transform, renew and always show something different”, he assures.
On the other hand, Kissimmee, known as the ‘Vacation Home Capital of the World’, with more than 32,000 properties of this type, also seeks to position itself among those who travel. DT Minich, president and CEO of Experience Kissimmee, explained that Their interest in the Colombian market stems from the number of Colombians who visit Florida. In fact, he mentioned that Colombia is his fifth most important international market, after Mexico, Canada, the United Kingdom and Brazil.
Minich assures that they are promoting the idea that the whole family can travel and stay in the same place. “Members who want to attend the games can do sowhile the rest can stay enjoying theme parks, nature, shopping and other activities.”
He also added that Experience Kissimmee has a microsite within its website dedicated specifically to the World Cup, which includes information about events to watch the games, such as big watch parties planned in some of the main areas and shopping centers in central Florida.
“The message is clear: invite travelers from Colombia to visit and stay in Kissimmee, either during their entire World Cup experience or at least part of it”, he concluded.
New York is also an important meeting point for soccer fans, as will host the final at New York–New Jersey Stadium (MetLife Stadium)so the city has prepared screenings, new openings and cultural proposals in its five districts.
Some notable initiatives include the FIFA Fan Festival NYNJ at Liberty State Park (June 11-July 19), the Queens Fan Zone at Louis Armstrong Stadium (June 17-28) and the Fan Village at Rockefeller Center (July 4-19), which will transform its track into a soccer field and a live streaming space. Additionally, the American Museum of Natural History will launch new exhibits and interactive experiences linked to the sport.
Mexico, another headquarters of the ‘sele’
In Mexico, destinations such as Jalisco, Puebla and San Luis Potosí They are also preparing to receive Colombians during these dates.
Travel through the agave landscape of Jalisco. Photo:OFVC
In the case of Puebla, the strategy is to position itself as an alternative to Mexico City, with a strong offer in gastronomy, history and cultural experiences. Located just two hours from the capital, the city seeks, like destinations in the United States, for travelers to arrive earlier and extend their stay to discover other regions. For this reason, the installation of fan zones with screens to enjoy the games is planned.
“We are developing multiple strategies to combine football with other activities. We will have community tourism and experiences so that travelers can learn how mezcal is produced or how textiles are made.”, assured José Miguel Vélez, undersecretary of promotion of the state of Puebla.
For its part, Jalisco, which will host the Colombian National Team, estimates to receive between 3 and 3.5 million additional visitors during the World Cupwhich is why it has already implemented tourist information programs and strategies to diversify the destinations visited. Travelers will find FanFest, spaces with giant screens, musical presentations, gastronomic samples and brand activations.
Talavera is originally from Puebla. Photo:Courtesy.
These are just some of the destinations through which the World Cup will take place, but, without a doubt, This event represents a key moment for the tourism industrywhich expects a significant economic impact during the months of competition.
ANGIE RODRÍGUEZ – TRAVEL JOURNALIST – @ANGS0614
ANGROD@ELTIEMPO.COM
