BestCities
Beyond the Pitch: What the FIFA World Cup says about destination readiness
BESTCITIES ASSOCIATION SPOTLIGHTS THREE MEMBER CITIES GEARING UP FOR A SUMMER OF FOOTBALL FESTIVITIES IN 2026.
A s anticipation builds for the
FIFA World Cup 2026, three BestCities Global Alliance destinations – Vancouver, BC; Houston, Texas; and Guadalajara, Mexico – are making strategic moves that go far beyond football.
While the world will be watching the matches, each city is strategically leveraging the mega-event as a springboard for long-term destination readiness: investing in infrastructure, advancing sustainability, and reimagining urban development in ways that directly benefit the business events community.
For meeting planners and associations, this presents a powerful case study in how world-class sporting events can unlock next-level MICE capabilities and turn cities into future-ready hosts for international conferences, congresses, and incentive travel.
Vancouver: A venue reinvented Already a seasoned host of high-profile global events – from the 2010 Olympic and Paralympic Games to the 2015 FIFA Women’ s World Cup – Vancouver is taking a strategic, legacy-first approach to the FIFA World Cup 2026.
Central to this is a $ 171 –$ 181m upgrade to BC Place Stadium, which includes installing a natural grass pitch, major accessibility upgrades, and new multipurpose event spaces such as the Field Club Lounge and the Corner Club.
“ The World Cup is a once-ina-generation opportunity, but our partners in Vancouver, Houston, and Guadalajara are showing that its impact can stretch far beyond 2026”
Left: BC Place Stadium has undergone a multi-million dollar upgrade
“ The enhancements at BC Place are designed with legacy in mind,” says Michael Drake, vice president of Meetings, Conventions and Events at Destination Vancouver.“ They offer the flexibility and infrastructure needed to host everything from corporate galas to global summits year-round.”
This venue transformation is supported by new projects, such as a 10,000-seat amphitheatre at the Freedom Mobile Arch at the Pacific National Exhibition, reinforcing Vancouver’ s reputation as a city where business and leisure converge naturally.
Sustainability is at the heart of the City’ s World Cup preparations. From inclusive fan zones and accessible tourism campaigns to the“ Level the Field” initiative promoting equity in sport, these efforts demonstrate Vancouver’ s broader commitment to social sustainability.
Economically, the city anticipates $ 1bn in additional GDP from World Cup-related tourism by 2031, driven by more than one million extra visitors.
Perhaps most tellingly, Vancouver has already won the bid to host the FIFA Congress 2026, a major international gathering of 1,600 football leaders. It’ s a clear signal to meeting professionals: this city is levelling up.
Houston: Scaling up with purpose Houston is leaning into the World Cup not just as a spectacle but as an opportunity to supercharge its worldclass convention and events ecosystem.
NRG Stadium, one of the tournament’ s largest venues, is undergoing improvements that enhance both spectator and delegate experiences. These include upgraded hospitality zones, improved digital infrastructure, and better city-wide transit connectivity.
The city’ s preparations extend well beyond the stadium. A $ 1.5bn international terminal expansion at George Bush Intercontinental Airport will streamline visitor arrivals, while downtown developments, walkable
16 / CONFERENCE & MEETINGS WORLD / ISSUE 140