NEW YORK CITY TOURISM + CONVENTIONS LAUNCHES “WHERE THE WORLD COMES TO PLAY” AHEAD OF 2026 FIFA WORLD CUP

New Global Tourism Campaign Is Live This Month in the UK, Australia, Ireland, Singapore and New Zealand, with 15 Markets Still to Come

Campaign Creative Spotlights the Statue of Liberty and Playful Themes Including Soccer, Shopping, Nightlife and Other Activities

New York City (October 6, 2025) — New York City Tourism + Conventions, the official destination marketing organization and convention and visitors bureau for the City’s five boroughs, today announced “Where the World Comes to Play,” a new tourism marketing campaign rolling out across 20 global markets through June 2026, promoting travel throughout the coming year. Launched in the lead-up to the FIFA World Cup 2026^TM, when the New York/New Jersey region will host eight matches including the World Cup Final, the campaign invites sports fans, curious travelers and culture seekers to experience the world’s most welcoming, diverse and vibrant destination.

“As the nation’s number one point of entry for international travel and the home of the FIFA World Cup Final, New York City is the place to be for visitors next summer,” said Julie Coker, President and CEO of New York City Tourism + Conventions. “Whether you’re a soccer fan or simply looking to enjoy all the entertainment that the five boroughs have to offer, we’re extending a heartfelt invitation to come join us in NYC, where the world comes to play. You don’t want to miss it.”

“We are excited to bring the world’s biggest game to the world’s stage next summer with the FIFA World Cup,” said New York City Mayor Eric Adams. “With this dynamic marketing campaign, we’ll draw even more visitors from around the world to the five boroughs—creating jobs, supporting local businesses, and infusing billions of dollars into our economy. Under our administration, we’re not only shattering records for jobs and small businesses; we’re doubling down on that success with events like the FIFA World Cup and campaigns like this one to create a city where every family can thrive.”

Next summer, New York/New Jersey will host eight FIFA World Cup matches, including group stage matches on June 13, 16, 22, 25 and 27; a Round of 32 match on June 30; a Round of 16 match on July 5; and the World Cup Final on July 19.

"The FIFA World Cup will be the biggest sporting event in history, and next summer the eyes of the world will be on New York and New Jersey,"said FIFA World Cup 26™ New York New Jersey Host Committee CEO Alex Lasry. "Hosting eight matches, including the Final, provides us with an unparalleled opportunity to showcase our region’s diversity, energy, and hospitality. We look forward to welcoming the world in 2026 and showcasing to a global audience why our region stands as the premier destination for international events."

The new campaign was developed in-house by NYC Tourism + Conventions’ award-winning Creative and Content team. Building on the success and brand equity of previous campaigns, “Where the World Comes to Play” spotlights New York City’s most iconic symbol of welcome, the Statue of Liberty, with an adaptable design that can be customized to individual markets and partners. The campaign is an invitation to travelers from across the globe, whether they are traveling for the World Cup—ads in select visitor markets will feature a soccer ball—or simply looking to enjoy the five boroughs, with other playful accessories such as a disco ball, sunglasses or a shopping bag.

Advertisements will run in 20 markets including Australia, Brazil, Canada, Chile, Colombia, France, Germany, Ireland, Italy, Japan, Mexico, the Netherlands, New Zealand, Singapore, South Africa, South Korea, Spain, the United Arab Emirates, the United Kingdom and long-haul markets in the United States.

NYC Tourism will activate the campaign through translated, outdoor media with partner JCDecaux, in addition to digital media in select markets. The campaign is supported by airlines and travel partners including Air New Zealand (New Zealand), Luxury Escapes (Australia), Tour America (Ireland) and Traveloka (Singapore), with more to be announced. In addition, United Airlines is an official airline partner of NYC Tourism in Australia, Brazil, Japan, the United Kingdom and the United States. This partnership includes collaboration on marketing campaigns, sales missions, FAM trips, travel trade trainings and more.

As the region prepares to host the World Cup, the organization is also rolling out visitor information including tournament details, trip planning tools and a spotlight on NYC’s vibrant soccer culture at nyctourism.com/worldcup26.

NYC Tourism recently launched two new AI-generated chat bots to help consumers and business event professionals plan trips ahead of the World Cup. These free, innovative tools, named Libby and Ellis, are available in 60 languages on NYCtourism.com and WhatsApp. Since launching earlier this year, users have conducted 25,000 conversations across the two platforms.

In partnership with the New York New Jersey Host Committee, NYC Tourism B2B resources tools include a tool kit and educational webinars to prepare local businesses to welcome fans, and a new Travel Trade Academy module to help tour operators and travel agents build and sell sports itineraries.

In addition to the FIFA Fan Festival^TM NYNJ taking place at New Jersey’s Liberty State Park from June 11–July 19, additional New York City Fan Zones will be announced in the coming weeks.

Tourism is vital to New York City’s economy. In 2024, the City welcomed 64.5 million visitors, generating $81.4 billion in economic impact and $53.4 billion in direct spending, accounting for 387,000 jobs across the five boroughs.

To plan your trip now, visit nyctourism.com.

About New York City Tourism + Conventions:
New York City Tourism + Conventions is the official destination marketing organization (DMO) and convention and visitors bureau (CVB) for the five boroughs of New York City. Our mission is to invite the world and energize the City, building equitable, sustainable economic prosperity and community through tourism for the mutual benefit of residents, businesses and visitors. For all there is to do and see in New York City, visit nyctourism.com.