New York City Launches Global Tourism Campaign Ahead of 2026 FIFA World Cup

New York City today unveiled a comprehensive tourism campaign, “Where the World Comes to Play,” aimed at attracting international visitors in anticipation of hosting matches during the 2026 FIFA World Cup.

The initiative, launched on October 7, 2025, will target 20 global markets including Australia, Brazil, Canada, and the United Kingdom, showcasing the city’s diverse culture, iconic landmarks, and vibrant atmosphere. NYC is set to host eight World Cup matches, including the final, a significant economic opportunity for the region. The campaign features playful adaptations of the Statue of Liberty imagery – adorned with soccer balls, sunglasses, and shopping bags – designed to resonate with different audiences.

NYC Tourism officials anticipate the campaign will build on the city’s already robust tourism sector, which welcomed 64.5 million visitors in 2024, generating $81.4 billion in economic impact. To further enhance the visitor experience, the city has also introduced AI-powered chatbots, Libby and Ellis, available in 60 languages, to assist with trip planning. For more information on planning a trip to New York, visit NYCgo.

Strategic partnerships with airlines like Air New Zealand and United Airlines, as well as travel agencies, will amplify the campaign’s reach. “We are thrilled to welcome the world to New York City for the FIFA World Cup,” said a spokesperson for NYC Tourism. “This is a chance to showcase everything our city has to offer, not just as a sporting destination, but as a global hub for culture, entertainment, and innovation.” The successful execution of this campaign could solidify New York’s position as a leading global tourist destination for decades to come, according to a recent report by the World Travel & Tourism Council.

Officials stated they will continue to roll out additional initiatives, including Fan Zones across the five boroughs, in the lead-up to the tournament.