As FIFA World Cup 2026 teams begin arriving in North America, the World Travel & Tourism Council projects significant tourism and economic growth across the United States, Canada, and Mexico. WTTC CEO Gloria Guevara says the tournament presents a unique opportunity to strengthen connectivity, visitor spending, and long-term tourism development.
Madrid, Spain— As the first planes carrying soccer players, team officials, and support staff arrive in the United States ahead of the FIFA World Cup 2026, the World Travel & Tourism Council (WTTC) is projecting a strong economic and tourism boost for North America, despite concerns from some industry observers about the impact of US immigration and travel policies on international visitation.
The FIFA World Cup 2026, hosted jointly by the United States, Canada, and Mexico, is expected to be a major driver of tourism growth across the region. WTTC forecasts direct Travel & Tourism GDP growth of 6.4% in Canada, 2.4% in Mexico, and 2.1% in the United States, reinforcing North America’s position as one of the world’s most important tourism markets.
While some tourism analysts have warned that tighter border controls, restrictive immigration measures, and what critics describe as anti-tourism policies under the Trump administration could discourage some international travelers from visiting the United States, WTTC’s latest Economic Impact Report presents a far more optimistic outlook. The organization believes the World Cup will generate significant economic benefits and stimulate travel throughout all three host nations.
The report comes as WTTC enters a new chapter under the leadership of President and CEO Gloria Guevara. Since assuming the organization’s top position, Guevara has emphasized direct engagement with destinations and governments around the world, making personal visits a key part of her leadership strategy.
One of her most notable recent engagements was a visit to the White House several weeks ago. Industry leaders described the meeting as both impactful and unique. Although the United States is not a member of UN Tourism, nearly 30% of WTTC’s global membership consists of US-based companies, including some of the world’s largest and most influential travel and tourism businesses. Through WTTC, these companies have a direct channel to engage with policymakers and ensure the industry’s concerns and priorities are heard within the US administration.
WTTC believes the World Cup represents a strategic opportunity to strengthen long-term tourism growth through improved connectivity, more seamless visitor experiences, and enhanced cross-border cooperation among the three host countries.
The Council also highlighted the need for continued investment in aviation, tourism infrastructure, digital innovation, and more efficient entry procedures to maintain North America’s competitiveness in the global tourism marketplace.
“The FIFA World Cup 2026 represents a unique opportunity for North America to accelerate tourism growth, strengthen connectivity, and showcase the region to millions of travelers around the world,” said Gloria Guevara, President and CEO of WTTC. “This international event offers the chance to generate long-term benefits.”
According to WTTC’s latest Economic Impact Report 2026, produced with sponsorship from Chase Travel, Mexico emerged as North America’s strongest-performing tourism economy in 2025, outperforming both the United States and Canada in several key indicators.
Mexico’s Travel & Tourism GDP grew by 1.8% in 2025, outpacing the United States (0.9%) and Canada (1.2%). Mexico also led the region in international visitor spending growth, recording an increase of 3.5%, while the United States and Canada experienced declines of 4.6% and 3.5%, respectively. International arrivals to Mexico increased by 6.1%, compared with declines of 5.5% in the United States and 0.6% in Canada.
WTTC projects that the Travel & Tourism sector will support 30.9 million jobs across North America in 2026, representing 12.7% of total employment in the region and underscoring the industry’s growing economic and social importance.
The report also notes that North America’s tourism sector continues to benefit from strong domestic demand and relatively limited exposure to geopolitical disruptions affecting other regions, particularly those linked to conflicts in the Middle East.
World Travel & Tourism Council
The World Travel & Tourism Council (WTTC) represents the Travel & Tourism sector globally.
Globally, WTTC forecasts that Travel & Tourism will contribute $12 trillion to the world economy in 2026, equivalent to 9.9% of global GDP, while supporting 376 million jobs. Over the next decade, the sector is expected to grow at an annual rate of 3.6%, significantly outpacing projected global economic growth of 2.4%.
As the countdown to kickoff continues and teams begin arriving across North America, WTTC argues that the tournament’s economic and tourism impact may ultimately outweigh concerns about current travel policies. For the organization and its members, FIFA World Cup 2026 is not only a sporting event but also a once-in-a-generation opportunity to showcase the region, strengthen international connectivity, and drive sustainable tourism growth long after the final whistle.