Agoda Announces Rising Interest Among Japanese Travelers for the 2026 Summer Global Football Event

Agoda, the digital travel platform, has announced the latest search data regarding Japanese travelers' interest in destinations hosting viewing events, fan zones, and football festivals in connection with the global football tournament taking place in North America this summer.

According to this data, accommodation searches by Japanese travelers for major North American cities and football tournament host sites have increased year-on-year, with Mexico City recording a 240% increase during the event period. Other related cities have also shown double to triple-digit growth.

This analysis is based on accommodation search data conducted between January 20 and April 20, 2026, for the stay period from June 10 to July 19, 2026, which includes the duration of the global football tournament.

■ Ranking of football-related cities gaining interest during the global tournament

The cities that saw a significant rise in interest among Japanese travelers for the 2026 global football tournament are as follows:

1. Mexico City, Mexico (+240% YoY)
2. Philadelphia, USA (+99% YoY)
3. New York, USA (+56% YoY)
4. Hamburg, Germany (+43% YoY)
5. Madrid, Spain (+24% YoY)

■ Growing interest in Mexico City, New York, and Philadelphia

Mexico City, Philadelphia, and New York are attracting significant attention as host cities for the 2026 summer global football tournament. In particular, Mexico City recorded a notable 240% increase year-on-year. This increase is likely due to its rich cultural appeal and relatively wide range of accommodation options. During the tournament, various football festivals, public viewings, and fan events are expected, drawing attention to these cities as places to experience the excitement of the sports event beyond just stadium attendance.

■ Interest in European 'Football Cities'

The ranking also included Hamburg, Germany, and Madrid, Spain, which are not host cities. This indicates that Japanese travelers are planning trips to experience European football culture, fan communities, and football-related events, in addition to visiting major North American cities. Both cities are known for their enthusiastic football culture and match-day atmosphere, attracting travelers who want to experience the excitement of the event alongside local supporters. These results suggest that Japanese travelers are adopting a travel style that enjoys 'overseas experiences centered on sports,' rather than just the act of watching the game.

Comment from Tadashi Ikai (Senior Country Director, Agoda International Japan)

Interest from Japanese travelers for the period of the 2026 summer global football event is very high, a trend clearly reflected in this search data. A particularly notable point is that this interest is not limited to major North American cities. Japanese travelers are expanding their interest to European cities with rich football culture and passionate fan communities, looking to enjoy the sports event in different ways. This indicates that for many travelers, this global football event is not just a viewing opportunity, but an occasion for a special overseas trip that includes cultural experiences and local interaction. Agoda is committed to providing a wide range of accommodation and travel products to support Japanese travelers in enjoying this global event.

About the data
This data is based on accommodation search data by Japanese travelers between January 20 and April 20, 2026, for stays from June 10 to July 19, 2026. Growth rates are based on comparisons with search data from the same period in the previous year.

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