By Michael Snyder

Director of Operations, Visit South Jersey

NJTIA Vice President

In 2026, New Jersey will help host one of the biggest sporting events on the planet—the FIFA World Cup™.

For those of us in the travel and tourism industry, this isn’t just exciting news—it’s a rare and valuable opportunity. We’ll have thousands of international visitors coming to the state, many for the first time. And while a few cities may grab the headlines, the potential impact goes far beyond the stadium.

This is a moment for destinations, attractions, downtowns, cultural sites, and hospitality businesses throughout New Jersey to come together and show the world what makes our state worth exploring.

Visitors Won’t Stay in One Spot. That’s Where We Come In

The reality is, most visitors won’t just attend a match and head home. They’ll be looking for ways to spend their time before and after the games. That’s where local tourism can shine.

Whether you’re based at the Shore, in the Highlands, along the Delaware Bayshore, or anywhere in between—there’s opportunity here. What experiences can you offer that are easy to access, unique to your area, and designed to appeal to first-time visitors?

It could be as simple as a walking tour, a locally focused dining experience, or a small event that taps into the energy of the tournament. What matters most is that it feels intentional and welcoming.

Bring the Energy Home

The World Cup™ isn’t just a tournament. It’s a global cultural moment that brings people together and creates a shared sense of excitement across communities.

While not every town will host a match, every community has the ability to connect with the event in its own way. That could mean public watch parties, cultural events tied to participating nations, or limited-time offerings from local businesses. It’s also a chance to showcase what makes your destination stand out, whether that’s food, music, art, or history.

When visitors feel that energy in places they didn’t expect, it makes their trip more memorable—and more shareable.

Now’s the Time to Market, Collaborate, and Prepare

In the lead-up to 2026, tourism organizations across the state should be thinking about how to work together. Coordinated messaging, regionally aligned promotions, and cross-marketing between attractions will help create a stronger statewide impression.

This is also a good moment to invest in your digital presence. Is your website visitor-ready? Are your hours accurate? Are you telling your story clearly? International visitors will be planning ahead, and first impressions will matter.

Think Long-Term

This isn’t just about one summer. If we approach this moment with care and creativity, the World Cup™ can help drive long-term brand awareness, repeat visitation, and stronger connections between our communities and the global travel market.

The world is coming to New Jersey. Let’s meet the moment together and give visitors every reason to explore, stay longer, and come back again.