By Ronnie Miles | NGCOA Advocacy
In 2026, the United States will take center stage as host of the FIFA World Cup, the largest and most-watched sporting event in the world. Millions of travelers—domestic and international—will descend on host regions, filling hotels, restaurants, attractions, and yes, golf courses. For owners and operators in or near the host cities, this is a once-in-a-generation chance to put your facility in front of an enormous new audience.
The U.S. host cities for FIFA 2026 include:
Atlanta, GA; Boston/Foxborough, MA; Dallas/Arlington, TX; Houston, TX; Kansas City, MO; Los Angeles/Inglewood, CA; Miami, FL; New York/New Jersey (East Rutherford); Philadelphia, PA; San Francisco Bay Area (Santa Clara/San Francisco), CA; and Seattle, WA.
If your facility is located in or around one of these regions, the time to prepare is now.
FIFA events don’t just bring sports fans; they bring travelers looking for high-quality local experiences. Many will extend their trip for leisure, and golf consistently ranks among the top activities for sports travelers. Courses within a 30–50 mile radius of host venues should anticipate elevated demand before, during, and after matches.
That means now is the moment to review your operations with increased traffic in mind:
- Tee Sheet & Inventory Control: Ensure your tee sheet is optimized and protected from unauthorized reselling. Consider adjusting pricing strategies for peak demand periods.
- Staffing: Evaluate staffing levels, especially for pro shop, food and beverage, maintenance, and starters/marshals.
- Guest Experience: International guests may be first-time visitors to your course—and possibly to U.S. golf. Clear signage, online booking options, multilingual instructions, and streamlined check-in procedures can make a big difference.
- Facility Readiness: Update your website, and ensure your course conditions are strong moving into the 2026 season.
Your local Destination Marketing Office (DMO) or CVB will play a major role in promoting the region to both domestic and international visitors. These organizations are already building their FIFA-related strategies, including hotel partnerships, visitor itineraries, transportation guides, restaurant promotions, and digital marketing efforts aimed at incoming travelers.
Golf should be part of that message, but that only happens if course owners and operators are proactive. Reach out to your state, county, or city DMO and ask:
- How can local golf courses be included in visitor-facing promotions?
- Will your DMO or CVB be creating FIFA-focused packages or itineraries that could include golf?
- Are there upcoming marketing campaigns, print opportunities, or digital placements that courses can participate in?
- What deadlines, fees, or cooperative programs are available?
These organizations exist to drive economic activity. Golf courses bring visitors, generate revenue, and support tourism—so your facility deserves a seat at the table.
Not every course has a marketing budget large enough to participate in these programs alone. If that’s your situation, consider forming a local cooperative with other golf course owners and operators in your region. By pooling funds, you can:
- Buy joint advertising placements
- Create a multi-course visitor pass or promotional bundle
- Co-sponsor a digital or print campaign with your DMO
- Develop shared materials highlighting local golf opportunities
DMOs often welcome these collaborative efforts because they simplify the inclusion of golf in broader tourism strategies.
The World Cup will bring unprecedented global attention to the United States—and to the cities lucky enough to host matches. This is an extraordinary chance for golf courses to showcase themselves to a massive and diverse audience of travelers.
Prepare early, coordinate with your destination partners, and work together with other courses in your community. With the right planning, FIFA 2026 can be more than just a sporting event; it can be a major economic boon for your golf course and your entire region.
Need help contacting your DMO or CVB office? Contact Ronnie Miles at rmiles@ngcoa.org for assistance.
