SISO
World Cup 2026 play shows that up close and personal experiences are key to event success
Society of Independent Show Organisers CEO Vinnie Polito considers how successful the 2026 World Cup was and the big event lessons learned
s I write, the World Cup
A was down to the Final Four. Disappointingly for me, Italy didn’ t even quality( nor did they in 2022!), and the semi-finalists were the four top seeds. A common expression is“ that’ s why they play the games” when there are upsets. Well, the expression didn’ t land very well with the four top seeds in the semi-finals.
FIFA often comes under scrutiny for questionable practices and VARgentina has been a common refrain. I really can’ t speak to a lot of that, but I do believe the best teams often benefit from whistles or lack of whistles. It’ s also hard not to think that a 64 team field proposed in 2030 is anything other than a money grab.
Beyond that, what learnings came from the World Cup 2026? International turnout: Let’ s call this mixed. International attendees by and large had a great experience. Hosted across three countries with matches spread over thousands of miles, the tournament required unprecedented coordination among governments, airlines, border agencies, and transportation providers. For many international visitors, the experience highlighted the realities of modern global travel. Lengthy visa processes, inconsistent border procedures, rising airfares, and capacity constraints adding cost and complexity to attending the event.
In many cases( particularly non European) international travel to the US was down and some cities did not see the expected uptick.
Attendance / fan experience: Attendance has shattered records. In most cases the fan experience has been considered quite positive. Millions of fans made the journey. That fact may be the tournament ' s most important takeaway. The World Cup demonstrated that demand for live, shared experiences remains extraordinarily strong. Supporters crossed oceans, navigated multiple border crossings, and invested significant time and money because the value of being there in person simply cannot be replicated through a television screen or digital platform.
Global events significance: Business events, trade shows, conventions, and exhibitions have spent the past several years proving the value of face-to-face engagement after a period dominated / littered by
Above: Vinnie Polito virtual alternatives. The World Cup reinforced that lesson on a global scale. Technology enables connection, but it does not replace the energy of gathering with thousands of others, building relationships in person, or sharing experiences that create lasting memories.
As global events continue to grow in scale, improving the ease of international travel should become a strategic priority rather than simply an operational concern. Importantly, the challenges surrounding travel did not diminish the success of the event itself. Instead, they revealed the determination of participants to overcome those barriers. Fans accepted longer journeys, higher costs, and more complicated itineraries because the experience justified the effort. That willingness speaks volumes about the enduring power of live events.
The 2026 World Cup reaffirmed what we all know – face-to-face experiences continue to hold exceptional value in an increasingly digital world. It was also a resounding affirmation that people continue to prioritise authentic, in-person connections. For every challenge encountered in getting there, there were countless moments that reminded us why people travel in the first place. For the business events industry, that may be the most encouraging result of all. The logistics of international travel may remain imperfect, but the appetite for gathering, collaborating, celebrating, and conducting business face-to-face has never been stronger. EW www. exhibitionworld. co. uk Issue 4 2026 21