New York boosts its global appeal with tourism campaign ahead of the 2026 W

New York boosts its global appeal with tourism campaign ahead of the 2026 World Cup

12-12-25

New York has launched an ambitious international tourism promotion initiative under the slogan “Where the World Comes to Play”, conceived as an open invitation for travellers from around the globe to discover the city in the run-up to the FIFA World Cup 2026. This global campaign, which will run from December 2025 through June 2026, will be rolled out in 20 international markets —including Spain— with the aim of attracting visitors not only during the tournament itself but also encouraging them to experience everything the metropolis has to offer in terms of culture, entertainment and unique urban experiences.

The initiative is driven by New York City Tourism + Conventions, the official destination marketing organization and convention and visitors bureau for the city’s five boroughs. The launch of this campaign is strategically aligned with the FIFA World Cup 2026, which will be hosted jointly by the United States, Canada and Mexico, and in which the New York–New Jersey area will stage eight matches, including the final scheduled for 19 July 2026.

Through a creative narrative that places the spotlight on the iconic Statue of Liberty as a symbol of welcome and on a series of playful images that combine football, nightlife, shopping and cultural activities, the campaign seeks to project New York’s diversity and vibrant energy. This communications concept was developed by the award-winning in-house creative and content team at NYC Tourism + Conventions, which has designed an identity that can be adapted to the specifics of each international market and to partnerships with local companies in each country.

In Spain, the campaign is already being activated in cooperation with Viajes El Corte Inglés, which has been designated as exclusive partner for the Spanish market and is rolling out national-level visibility and activation initiatives across its travel agency network. This collaboration includes traditional advertising, training activities for travel agents and trade missions designed to promote comprehensive travel packages for those who wish to combine the World Cup experience with an extended stay in the city.

Julie Coker, President and CEO of New York City Tourism + Conventions, has stressed that New York, as the main international gateway to the United States and host of the 2026 World Cup final, stands out as an essential destination for visitors planning their trips for next summer. In her public remarks, she has highlighted that the city offers both football fans and lovers of culture and leisure a complete range of experiences for all tastes.

The campaign’s design not only focuses on promoting the football experience, but also aims to showcase the richness of the city’s five boroughs —Manhattan, Brooklyn, Queens, the Bronx and Staten Island— as areas to explore for different visitor profiles, from those seeking gastronomy and shopping to those who want to immerse themselves in the artistic and cultural offerings that distinguish New York. The media rollout will include digital channels, outdoor advertising and content tailored to the characteristics of each country where the campaign is launched.

Alongside traditional promotion, the campaign incorporates innovative technological tools such as AI-powered chatbots available in multiple languages via the official NYC Tourism website and messaging platforms, designed to make trip planning easier and provide useful information about both the tournament and the city.

The economic impact of a sporting event of this magnitude on local tourism is significant. Sector analysts estimate that hosting the World Cup could reverse the moderate or stagnant growth trends seen in recent years and attract more than one million visitors to the United States, with positive effects on the hotel industry, retail and local services.

With this campaign, New York aims not only to capitalise on the global attention generated by the tournament, but also to consolidate its position as a leading tourism destination over the long term, promoting a steady flow of visitors beyond the period of World Cup competition. The initiative represents a coordinated effort among tourism authorities, travel operators and partner companies to maximise the city’s international visibility and foster more sustainable, diversified tourism throughout the year.

In short, Where the World Comes to Play not only promotes New York as the stage for the world’s most-followed sporting event; it also extends an open invitation to discover its cosmopolitan character, cultural dynamism and inexhaustible range of urban experiences, positioning the city as a key destination to welcome visitors from all over the world in 2026 and beyond.

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