This Summer’s International Soccer Tournament Highlighted an Uncomfortable Truth

As someone who works with destinations at the intersection of tourism and data, I saw North America’s recent hosting of the international soccer tournament as a valuable preview of what next year’s global showcase could bring. The event revealed patterns worth paying attention to - some surprising, others encouraging - but all that can help destinations prepare. 

Despite world-renowned teams and passionate fans - including sizable Brazilian, Argentinian, and Mexican contingents - most matches drew just 36,000–39,000 spectators. Only a handful of games reached 90% capacity. International visitors came—but not in the numbers needed to fill stadiums or support the scale of the event. 

That’s a problem. According to the International Trade Administration, foreign arrivals to the U.S. by air were down 6.6% in June compared to last year, and new visa fees and entry barriers are making inbound international trips even harder. Fortunately, it’s not all bad news: We’ve seen domestic interest in these tournaments - and that interest is generating trips. So what’s the takeaway? It’s time to lean into domestic markets. Destinations that proactively engage local and regional audiences with smart targeting, early ticketing, and family-friendly experiences stand to benefit most, even if international turnout lags.

Destinations can be strategic about driving visitation to maximize soccer crowds - and Datafy can help. 

A few easy steps to get started:

1. Tap into our pre-built custom audiences
   Use audiences based on real-life travel behavior to connect with high-intent visitors who are genuinely interested in travel.

2. Leverage soccer-specific audiences
   We have already built the audiences for you to reach groups that have attended previous international-play games—these are travelers already interested in soccer.

3. Refine as teams and schedules are announced
   Once your destination knows which teams it’s hosting, target the regions where fans are most likely to travel. You can also extend your reach to international audiences with Datafy’s support.

The next global tournament is coming fast, and the destinations that act early will be the ones that benefit the most. Here at Datafy, we’re watching the trends in real time, and helping destinations move from insight to action in order to turn interest and attention into real visitation. The opportunity is there, and it’s growing - so make sure that your destination is ready to capture it. 

Make sure you’re ready.