With the 2026 FIFA World Cup™ approaching , New York City is intensifying its promotional efforts in the French market. The destination intends to capitalize on the global event to boost its tourist appeal and solidify its position as the world capital of urban travel.
Summary
New York City among the host cities for the 2026 World Cup
New York City is among the American cities selected to host matches for the 2026 World Cup, which will take place in the United States, Canada, and Mexico. The matches will be held at MetLife Stadium, located in the New York metropolitan area, one of the competition's major venues.
According to the specialized press, this designation represents a strategic opportunity for the destination, which anticipates strong media exposure and an increased influx of international visitors during the summer of 2026.
A campaign dedicated to the French market
In this context, NYC Tourism + Conventions launched an international communication campaign called “Where the World Comes to Play”, deployed in France between December 2025 and May 2026. This campaign combines the world of sport with the cultural and festive DNA of New York City.
Conducted in partnership with the French tour operator Cercle des Voyages, the campaign combines urban advertising, digital platforms, and a presence in the specialized tourism press. The objective is to position New York City as a must-see destination beyond just the sporting event.
➡️ Discover our article dedicated to the 2026 World Cup and the French-language platform that is already shaping up to be essential.
Digital and B2B tools to support professionals
NYC Tourism + Conventions is also strengthening its services for tourism professionals. Two AI-powered chatbots, Libby and Ellis, are available in several languages via the destination's official website and WhatsApp to facilitate trip planning.
A range of B2B tools is also offered to travel agencies, including webinars, training courses and modules dedicated to travel trade, to help professionals design and market offers related to the 2026 World Cup.
Tourism, an economic pillar of New York City
According to institutional data from NYC Tourism + Conventions, New York City welcomed 64.5 million visitors in 2024, including nearly 788,000 French travelers. Tourism generated an estimated economic impact of $81.4 billion and supported more than 387,000 jobs.
The 2026 World Cup thus represents an additional lever to consolidate this dynamic, by attracting both sports, culture, gastronomy, shopping and entertainment enthusiasts.
Key takeaways
Through a campaign targeted at France and enhanced support for tourism professionals, New York City intends to take full advantage of the 2026 World Cup. The event is a catalyst for international visibility, but the destination is primarily focused on the diversity and richness of its offering to attract French travelers in the long term.
➡️ Travel to the USA : a deposit of up to $15,000 required for some tourists.
Updates
Article updated on January 14, 2026, following the launch of the “Where the World Comes to Play” campaign by NYC Tourism + Conventions.
Sources
➡️ Discover our Ultimate Guide for French-speaking fans on the 2026 World Cup – The ultimate guide for French-speaking fans and prepare for the trip of your life in 2026.
➡️ Discover our AI Bullshit Alert to stay informed and avoid being ripped off.
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