Dining, food and beverage merchants were among the biggest beneficiaries of spending tied to the FIFA World Cup 2026, according to transaction data released July 22 by Visa.
Boston led all host cities in year-over-year growth in dining transactions as fans gathered in local bars and restaurants, Visa reported. The company’s analysis of fan spending around Norway’s quarterfinal run drew on transaction counts at specialty food stores and grocers, quick-service and full-service restaurants, bars, cafes, retail goods merchants and entertainment providers.
The tournament, co-hosted by the United States, Canada and Mexico, ran June 11-July 19.
Cross-border transactions up nearly 20 percent
Cross-border Visa transactions in host cities rose nearly 20 percent year over year during the tournament, the company said. Cardholders from Colombia, Puerto Rico, the United Kingdom, Argentina and Brazil generated the highest cross-border spending.
Santa Clara/San Jose, Boston and Miami recorded the largest increases in in-person spending from international and domestic cardholders. Transportation and entertainment drew the heaviest spending overall. Tap-to-pay transactions rose nearly 12 percent.
Visa describes the pattern as a “pop-up economy,” which it defines as a temporary, concentrated burst of commercial activity forming around a major cultural or sporting event.
“FIFA World Cup 2026 demonstrated how global events can create far-reaching economic value for businesses, cities and communities,” said Frank Cooper III, chief marketing officer at Visa. “For a few precious days, entire cities came alive with new visitors, new spending and new opportunities for local businesses.”
City-by-city category leaders
Guadalajara posted the highest growth in transportation spending. Atlanta saw strong entertainment activity tied to fan celebrations, and New York City recorded a surge in retail spending.
Individual matches produced measurable spikes. Ecuador versus Curacao and Colombia versus Ghana, both in Kansas City, and Croatia versus Ghana in Philadelphia generated some of the highest year-over-year increases, with activity rising before, during and after kickoff.
Norway’s run to the quarterfinals nearly doubled Visa transaction volumes in that country during matches, with elevated activity eventually recorded in more than 60 countries when Norway played.
The U.S. and Canada figures cover Visa card-present volume from June 11 to July 19; Mexico figures cover cross-border volume from June 11 to July 5. All comparisons are against the same period in 2025.
Visa (NYSE: V) facilitates digital payments in more than 200 countries and territories.