How is International Interest in FIFA World Cup 2026

Research courtesy of Herrmann Global

All markets show 100%+ increase in search interest YoY:

• The UK has the highest search interest, with a huge jump in 2025.
• Canada shows strong growth, likely driven by being a host country.
• Germany, France, Italy, and Australia have lower volumes but are rising.
• All countries are expected to display clear year-over-year growth as 2026 approaches.

Overall, all markets show a 100%+ increase in search interest in 2025 vs 2024. And while the 2026 FIFA World Cup faces some challenges internationally, international markets' interest is clearly up year-over-year. So, engaging the right audiences with inspirational storytelling and a welcoming tone can still help your destination make the most of this opportunity.

And remember, there are a lot of American soccer fans who are already planning their World Cup experience, and many are looking beyond the stadium. Road trips, extended stays, and multi-destination adventures. 

Want to discover the themes of your destination that move the needle with international travelers to inform your strategy? Learn more on Herrmann Global website.