The World Cup effect resulted in two opposing trends in Civitatis' data. According to internal data released by Civitatis, activity bookings reportedly increased significantly in several host cities, while purchases recorded on its platform reportedly declined sharply during the final between Spain and Argentina. This data has not been independently verified.
Spain won the 2026 World Cup on July 19, defeating Argentina 1-0 after extra time at the New York-New Jersey Stadium. The following day, Civitatis published an analysis based on bookings made on its own platform during the tournament.
The figures provided allow us to observe the evolution of Civitatis' commercial activity. However, they do not constitute a comprehensive measure of tourist traffic or the economic impact of the World Cup in the cities concerned.
Summary
The World Cup effect measured in three host cities
According to Civitatis, the volume of activity bookings recorded on its platform in Dallas has increased more than elevenfold compared to the same period in 2025. The company does not publish the absolute volumes or the detailed methodology used to verify this result.
Civitatis also reports that bookings recorded on its platform have more than quintupled in Atlanta and more than doubled in Guadalajara. These figures remain based on self-reporting due to a lack of published raw data.
Dallas, Atlanta and Guadalajara were indeed among the sixteen official host cities for the 2026 World Cup organized in the United States, Canada and Mexico.
According to the specialized press, the data released by Civitatis relates in particular to guided tours, excursions, cultural activities and gastronomic experiences booked in these destinations.
Significant figures, but without absolute volumes
Civitatis communicates growth coefficients, but does not publish the exact number of reservations recorded in each of the three cities.
The press release does not specify the exact period used for the comparison, other than referencing the same period of the previous year. It does not detail the customers' markets of origin, the average order value, or the portion directly attributable to visitors attending the competition.
It is therefore not possible to determine, based solely on the published information, whether the increase is primarily due to a rise in the number of supporters, a change in the offering available on the platform, or other commercial factors.
Bookings plummeted by 62% during the final
The second observation concerns the behavior of internet users during the matches. According to internal data from Civitatis, bookings for activities recorded on its platform reportedly fell by up to 62% during the final between Spain and Argentina, compared to a typical Sunday during the same time slot.
This decrease is calculated relative to a typical Sunday during the same time period. Civitatis states that activity on its platform only returned to its usual level after the match. No specific times or detailed figures have been released.
The press release, however, does not provide the complete hourly curve, the volume of bookings concerned, or the list of countries included in this calculation. The 62% figure should therefore be presented as internal data provided by Civitatis, and not as a general decline in all global tourism sales.
A final capable of temporarily suspending purchases
The decline observed during the match shows that a highly followed event can temporarily alter the use of a booking platform.
This does not allow us to conclude that tourist spending has disappeared. Users may have postponed their purchase until the end of the meeting, booked through another channel, or placed their order at a different time of day.
Civitatis states that bookings have returned to their usual pace since the final whistle. However, the company does not specify the exact timeframe required to reach this level.
The statement from the leader of Civitatis
Andrés Spitzer, CEO of Civitatis, comments on the results published by the platform:
“The World Cup demonstrates once again that sport and tourism are increasingly intertwined. Thousands of fans traveled to follow the Spanish team and took the opportunity to explore the host cities. Conversely, a final is one of the few events capable of capturing the attention of millions of people for a few hours and influencing even their online purchasing behavior.”
The claim that thousands of Spanish fans have booked activities in the host cities comes from Civitatis. No figures regarding the nationalities of the customers involved accompany the statement.
The study does not measure the economic impact on cities
The published data only concerns transactions recorded by Civitatis. It does not cover all destination management companies, museums, restaurants, accommodations, transport providers or platforms offering activities in the three destinations.
An increase in bookings on Civitatis cannot therefore be automatically converted into overall economic benefits for Dallas, Atlanta or Guadalajara.
The figures also do not allow us to conclude that visitors extended their stay. To confirm this behavior, we would need data on the average length of trips, arrival and departure dates, and the number of nights spent.
What the World Cup effect can teach professionals
The analysis highlights a strong variation in demand on a specific platform, before and during a major sporting event.
For agencies, platforms, and event organizers, the key takeaway is to monitor their own data by city, day, and time slot. Civitatis's results do not guarantee that the same decrease or increase will be observed across all channels.
The match schedule can nevertheless be integrated into the management of marketing campaigns. A company can compare the conversion rates recorded before, during, and after a match to determine the most suitable times for its own customers.
This approach allows us to rely on verifiable internal data rather than generalizing percentages announced by another platform.
A dual effect confirmed in Civitatis' data
The World Cup effect described by the company is ultimately based on two distinct observations.
Across the entire competition, Civitatis claims to have observed on its own platform an increase in bookings in three host cities, ranging from more than double to more than eleven times the level recorded a year earlier.
During the final, Civitatis claims to have observed a drop of up to 62% on its platform compared to a typical Sunday during the same time slot. This figure has not been independently audited or verified.
This data documents the behavior of Civitatis customers. However, in the absence of a comprehensive methodology and absolute volumes, it cannot alone measure the total impact of the World Cup on global tourism.
Sources
- https://www.fifa.com/en/tournaments/mens/worldcup/canadamexicousa2026/articles/spain-argentina-final-report-highlights
- https://www.fifa.com/en/tournaments/mens/worldcup/canadamexicousa2026/articles/match-schedule-fixtures-results-teams-stadiums
- https://www.quotidiendutourisme.com/article.html?slug=l-effet-coupe-du-monde-comment-le-football-paralyse-et-fait-s-envoler-les-reservations-de-voyages-et-d-activites
- https://presseagence.fr/paris-tourisme-et-coupe-du-monde-letonnant-double-effet-sur-les-reservations-en-ligne/
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