By ROBIN LAWTHER/ Soccer isn’t just a game – it’s a global movement that mobilizes millions and reshapes travel patterns every four years. In 2026, the world’s biggest soccer event will make history: 48 teams, 16 cities, and three countries – the United States, Canada, and Mexico – hosting an event that transcends the sport and becomes a cultural phenomenon.
According to Expedia Group’s Traveler Insights report, in Q4 of 2025 alone searches to the U.S., Canada, and Mexico saw a 35% YoY increase. With just over 100 matches and millions expected to attend, soccer fans will need more than just enthusiasm to witness this monumental event; they’ll need expert-level guidance and planning support. For travel advisors, this isn’t just a sporting event, it’s a golden opportunity to turn passion into unforgettable journeys.
The numbers behind the opportunity
Sports tourism is booming. According to Expedia Group’s global study, it already represents 10% of worldwide travel spending and is projected to reach nearly 1 trillion USD by 2032. The same research reveals that 44% of sports travellers have crossed borders for an event, and 81% extend their stay to explore other destinations. Over 50% of sports travellers also want experiences outside of the game itself, like dining, shopping, and seeing nearby attractions. This behaviour opens the door for advisors to craft complete, personalized itineraries – beyond flights and hotels – that deliver authentic experiences.
Where the demand is heating up
Expedia traveller data shows a surge in searches for host cities, with Boston emerging as the top trending and most popular destination. Fans are locking in stays early, and several cities are seeing standout momentum – Boston leading with a 1,000% spike in searches, New York ranking as the second most popular hub for international travellers, and Miami placing third with searches up 260%.
But the real opportunity lies in creating multi‑destination packages:
- Boston visitors can pair their trip with a getaway to Cape Cod
- New York City fans can extend their stay with a quick escape to Philadelphia
- Miami visitors can add a visit to Orlando’s theme parks
As availability tightens and prices rise, advisors who offer flexible, budget‑aligned options will be indispensable. Whether it’s finding well‑connected accommodation beyond the host city or securing refundable rates, flexibility will be a key differentiator.
Expedia TAAP
To help advisors capitalize on this moment, Expedia Travel Agent Affiliate Program (TAAP) is investing heavily in tools, content and education that make it easier to plan and book trips around the event. Key initiatives include:
- Expedia TAAP-led webinars: A series of sessions hosted by the Expedia TAAP team, focused on host cities and nearby destinations. These provide on‑the‑ground insights – from neighbourhood feel and transport links to must‑see attractions beyond the stadiums – helping advisors move from simply booking a stay to designing complete, inspiring itineraries.
- Dedicated soccer event hub: A soccer event landing page on the Expedia TAAP website that brings together host cities and nearby destinations in one place, making it easier to search, compare and combine options across hotels, flights, car rentals and experiences.
By clustering key destinations and products in a single hub, and backing it up with practical training, webinars, and compelling seasonal offers, Expedia TAAP is reducing the complexity of planning soccer‑focused trips – so advisors spend less time hunting for information and more time using their expertise to personalize each journey. Travel advisors can tap into all of this now through Expedia TAAP, giving them everything they need to stay ahead during the sporting event period.
The winning play
As demand spikes, travel advisors who position themselves as experience architects – blending logistics, personalization, and inspiration – will earn the trust of fans seeking meaningful, exclusive adventures. Soccer’s power to drive global tourism puts advisors at the centre of this wave. When passion is combined with expert planning, travel advisors can unlock unforgettable journeys and serious business growth inside and outside the stadium.
(Robin Lawther is VP of Expedia TAAP and Business Development)
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