World Cup 2026 Sparked a 20% Surge in Cross-Border Transactions Across Host Cities :: Hospitality Trends

The FIFA World Cup 2026 generated a sharp increase in commercial activity across its North American host cities, with cross-border Visa transactions rising nearly 20% year over year during the tournament.

Visa described the temporary concentrations of spending surrounding matches as “pop-up economies”—short, intense periods of commercial activity created by the arrival and movement of fans attending a major event.

The effect extended far beyond stadiums. Visitors spent across transportation networks, entertainment venues, restaurants, hotels and shopping districts as they followed their teams through Canada, Mexico and the United States.

International fans drive spending growth

Cardholders from Colombia, Puerto Rico, the United Kingdom, Argentina and Brazil accounted for the highest levels of cross-border spending in World Cup host cities, according to Visa.

Santa Clara and San Jose, Boston, and Miami recorded the largest increases in in-person spending among international and domestic Visa cardholders.

Transportation and entertainment attracted particularly heavy spending, illustrating how tournament tourism benefited businesses involved in moving, accommodating and entertaining visitors—not only organizations directly connected to the matches.

“This was one of the most impactful FIFA World Cup tournaments we’ve seen to date both on and off the pitch,” said Frank Cooper III, Visa’s chief marketing officer.

“For a few precious days, entire cities came alive with new visitors, new spending and new opportunities for local businesses,” Cooper added.

Visa’s figures measure activity on its payment network and should not be interpreted as a complete estimate of the tournament’s total economic impact. Cash purchases, transactions made through other payment networks and the costs associated with hosting the competition are not reflected in the reported figures.

Tap-to-pay transactions climb 12%

The tournament also accelerated the use of contactless payments. Tap-to-pay transactions increased nearly 12% during the event, according to Visa.

Contactless payment can be especially valuable during major sporting events, when merchants must serve large numbers of customers in short periods. It also gives international travelers a convenient alternative to carrying local currency or entering a card’s PIN for every eligible purchase.

The increase suggests that the World Cup did more than bring additional customers into host cities. It also changed how many of those visitors paid for transportation, meals, merchandise and entertainment.

Local benefits varied by city

The spending increase took different forms across the host markets.

Boston posted the strongest year-over-year growth in dining transactions as supporters gathered in the city’s restaurants and bars. Guadalajara led transportation-spending growth, while Atlanta experienced strong entertainment activity connected to fan celebrations and cultural events.

New York City, meanwhile, recorded a surge in retail spending.

These differences demonstrate how major sporting events can distribute commercial activity across a city. Hotels and stadium vendors may see an obvious benefit, but neighborhood restaurants, independent stores, transit operators and entertainment businesses can also experience substantial increases in demand.

Individual matches produced especially pronounced spending spikes. Visa identified Ecuador versus Curaçao and Colombia versus Ghana in Kansas City, along with Croatia versus Ghana in Philadelphia, as examples of fixtures associated with some of the highest year-over-year increases. The activity occurred before, during and after kickoff.

Norway’s run created an international ripple effect

Some of the tournament’s economic effects followed teams and their supporters across borders.

Norway’s unexpected run to the quarterfinals was accompanied by a significant increase in transaction activity at home and internationally. Visa transaction volumes in Norway nearly doubled during the country’s matches.

As the team progressed, the increase spread to a wider group of markets. By the later stages of Norway’s run, higher transaction activity was recorded in more than 60 countries when the team played.

The pattern shows how an unexpected result or extended tournament run can quickly affect consumer behavior. Supporters gather in bars and public venues, purchase team merchandise and change travel plans—creating new pockets of demand with every match.

A tournament of temporary economies

The World Cup’s commercial footprint was ultimately a series of connected, short-lived economies rather than one uniform spending event.

Each host city experienced its own influx of visitors, with activity changing according to the teams, match schedule and local attractions. As supporters moved between destinations, their spending moved with them.

Visa’s data offers only one view of that activity, but it demonstrates the scale and speed at which a global sporting event can reshape commerce. For host communities, the tournament brought concentrated opportunities to serve new customers. For merchants, it highlighted the importance of being prepared for international demand and offering quick, familiar digital payment options.

The final whistle may have ended the competition, but its transaction trail shows how millions of individual purchases combined to produce a meaningful—if temporary—boost for businesses throughout North America.