North Texas Braces for World Cup Tourism Boost

Millions of visitors expected to pack hotels and restaurants, testing the region's hospitality workforce.

Mar. 11, 2026 at 11:37pm

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The 2026 World Cup is expected to bring millions of visitors to North Texas, providing a major opportunity to grow the region's tourism economy. City leaders in Dallas are excited to showcase the city, but questions remain about whether the local workforce is ready for the surge in visitors.

Why it matters

The World Cup could be a significant economic driver for North Texas, but the influx of visitors will also test the region's hospitality industry and its ability to accommodate large crowds. The event represents a chance for North Texas to showcase itself as an international destination and attract more tourism investment.

The details

According to the most recent data, tourism in the greater Dallas-Fort Worth region supported nearly 194,000 jobs, direct and indirect, in 2024. The visitor economy in Fort Worth has doubled over the past decade. Dallas city leaders have highlighted the World Cup experience, including plans for a Fan Fest at Fair Park. However, Brian King of Texas A&M's Hospitality, Hotel Management and Tourism Department says the region will be "operating on steroids" during this period and hopes the local workforce is ready.

  • The 2026 World Cup will take place in North Texas in the coming months.

The players

Jesse Moreno

A Dallas City Council member who is most excited about showing off Dallas during the World Cup.

Brian King

The head of Texas A&M's Hospitality, Hotel Management and Tourism Department, who says the World Cup will be a "stress test" for the region's hospitality industry.

Visit Dallas

The organization that provided the most recent data showing the tourism industry in the greater Dallas-Fort Worth region supported nearly 194,000 jobs in 2024.

Visit Fort Worth

The organization that launched a website to help World Cup fans plan their Texas experience, and reported that the city's visitor economy has doubled over the past decade.

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What they’re saying

“I'm most excited about showing off Dallas”

— Jesse Moreno, Dallas City Council member (NBC DFW)

“We're going to be operating on steroids through this period, and I hope we're ready”

— Brian King, Head of Texas A&M's Hospitality, Hotel Management and Tourism Department (NBC DFW)

“Obviously, the World Cup itself is going to be a stress test, but look, this industry has been growing fast for a long time”

— Brian King, Head of Texas A&M's Hospitality, Hotel Management and Tourism Department (NBC DFW)

What’s next

City leaders in Dallas and Fort Worth are working to ensure the region's hospitality workforce and infrastructure are prepared to handle the influx of World Cup visitors.

The takeaway

The 2026 World Cup represents a significant opportunity for North Texas to showcase itself as an international destination and boost its tourism economy, but the region will need to ensure its hospitality industry is ready to handle the surge in visitors.