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districts, and a planned Green Corridor – a 14-mile sustainable transit loop linking key cultural zones – will make navigating the city easier and more environmentally friendly.
EaDo, the official FIFA Fan Festival site, is also being reimagined with new sidewalks, tree-lined paths, and legacy placemaking features to support future events.
“ Houston is leveraging the World Cup to showcase its capacity for hosting international audiences while investing in long-term urban improvements that directly benefit our MICE sector,” says Daniel Paloma, director, international sales at Houston First Corporation.
With one of the largest convention centres in North America, major hotel expansions on the horizon, and a booming life sciences and energy sector, Houston is positioning itself to attract high-profile international congresses – from aerospace to energy – solidifying its global competitiveness through new investments.
Guadalajara: Infrastructure with impact In Guadalajara, World Cup readiness is about more than stadium enhancements. Estadio Guadalajara will host matches in 2026, and the city is investing heavily in infrastructure to serve visitors and residents alike.
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Upgrades include revitalised mobility corridors such as the Chapala Highway, expanded pedestrian zones, enhanced public safety, and modernised signage. The city’ s hotel inventory is set to grow with 2,700 new rooms, many near business hubs and key venues— ideal for conference planners seeking scalable accommodation options.
Aligned with the C40 Cities Climate Leadership Group, Guadalajara is embedding climate resilience into its World Cup planning. Policies range from smart energy systems to urban cooling initiatives, strengthening its credibility as a host of responsible, future-forward events.
“ From sustainable energy policies to cool city initiatives, our World Cup efforts are designed to support long-term climate goals and position Guadalajara as a responsible global host,” says Ligia Gonzalez, MICE manager at Guadalajara Convention and Visitor Bureau.
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Top left: NRG Stadium, one of the tournament’ s largest venues
Bottom left: Estadio Guadalajara will host matches in 2026
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These investments are already producing dividends. Guadalajara is set to welcome ITB Americas 2026 and the BestCities Global Forum 2026, proof of the city’ s growing stature on the global meetings stage.
Lessons in destination readiness For global planners and association leaders, the message is clear: major sporting events like the FIFA World Cup 2026 can be force multipliers for destination development.
Each BestCities destination is using the World Cup to:
• Upgrade and expand venue infrastructure suitable for both sports and business events
• Increase hotel capacity and modernise accommodations for groups of all sizes
• Advance sustainability initiatives, from carbon reduction to inclusive tourism
• Elevate their global brand in ways that appeal to international associations and corporate planners
“ The World Cup is a once-in-ageneration opportunity, but our partners in Vancouver, Houston, and Guadalajara are showing that its impact can stretch far beyond 2026,” says Loren Christie, managing director at BestCities Global Alliance.“ Their investments are not just about hosting a great event – they’ re about building better cities for events of every kind.”
The opportunity for planners For conference organisers, these host cities offer more than just upgraded facilities. They offer compelling value propositions, including revitalised infrastructure, social impact, and sustainable development. This alignment with modern planner values makes them more competitive and attractive in a post-pandemic MICE landscape.
FIFA World Cup 2026 will make history on the field, but its legacy will be equally felt in the game-changing meetings and events that follow. n
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