Mérida Targets World Cup Travelers With ‘Between Goals’ Strategy

With an estimated 5.5 million tourists expected to move across the three host nations during the 2026 FIFA World Cup, Mérida is launching an aggressive campaign to capture a share of that traffic. Although the city will not host any matches, local officials are betting on its connectivity and cultural appeal to attract up to 200,000 visitors during the 45-day tournament.

Armando Casares Espinosa, technical secretary of the Mérida Tourism Unit, told reporters that the city’s advantage lies in its direct flights to all three Mexican host cities: Mexico City, Guadalajara, and Monterrey. He noted that fans traveling between matches could have gaps of up to seven days in their itineraries—the time the city hopes they will spend in Yucatán.

There is hope that, given the exorbitant hotel prices in host cities in Mexico and abroad, Mérida could serve as a kind of home base for fans travelling for specific matches and then returning to Yucatán.

“Mérida has a relevant advantage. Of the three soccer venues in the country, we have direct flights to all of them,” Casares said. “That puts us in a privileged position to attract visitors who, between matches, will have up to seven days free.”

Projections and Timelines

Casares outlined a conservative target: capturing just 2% of the total tourist flow would bring 100,000 visitors to Mérida. A 4% capture rate would deliver 200,000 tourists over the course of the tournament.

The city’s timeline towards the World Cup began in December, when officials began to identify which national teams would play in each of Mexico’s host cities and then coordinate with tour operators and agencies to package Mérida as an intermediate destination.

A Campaign Built on Connectivity and Culture

In January, Mérida used the International Tourism Fair (FITUR) in Madrid to advance its strategy, holding meetings with representatives from Mexico City, Guadalajara, and Monterrey to build a coordinated promotional push. The city has also developed a campaign called “Entre Gol y Gol” (Between Goal and Goal), which will include billboards in the airports of the three host cities.

The pitch to travellers emphasises Mérida’s status as one of Mexico’s safest cities, its UNESCO Creative City of Gastronomy designation, and its proximity to archaeological sites, cenotes, and historic haciendas. Officials have also designed 10 community tourism routes that connect visitors with local cooks, artisans, and woodcarvers.

“Tourists today want more than just sightseeing,” Casares said during an interview at FITUR. “They want to connect with the people who make our traditional foods, work the wood or carve stone, and share stories about their culture.”

Mérida will also host the second annual Mayan World Tourism Fair from June 2 to 5, just days before the World Cup kicks off on June 11.

Security and Infrastructure

The tournament has faced scrutiny in recent weeks. A surge in cartel-related violence in Jalisco state, where Guadalajara is located, prompted security concerns. President Claudia Sheinbaum has said there is no risk for fans attending the tournament, and FIFA President Gianni Infantino has expressed full confidence in Mexico as a host.

Mérida officials point to their city’s status as consistently ranked among Mexico’s safest as a key selling point for travelers seeking an alternative to the host cities.

Next Steps

Casares confirmed that Mérida is coordinating with hotels, airlines, and tour operators to build packages for World Cup travellers. The city’s timeline runs from the December 2025 group draw through the tournament’s start on June 11.

“Mérida is positioning itself as a safe city with a solid cultural offering and world-class attractions that can be enjoyed by those seeking rest and experiences between World Cup matches,” Casares said.

Mexico’s World Cup History

The 2026 tournament marks the third time Mexico has served as a World Cup host—a distinction no other country holds. Mexico previously hosted in 1970 and 1986.

The 1970 World Cup is remembered for Pelé’s legendary Brazil squad, which captured its third title, and for innovations in broadcasting that brought the tournament to a global audience. Sixteen years later, despite the country still recovering from the 1985 earthquake, Mexico hosted again. The 1986 tournament produced Diego Maradona’s “Hand of God” goal and his famous solo strike against England—moments that remain embedded in soccer history.

Estadio Azteca in Mexico City, which will host matches in 2026, will become the first stadium to host games in three separate World Cups.

For the 2026 edition, Mexico will co-host with the United States and Canada in an expanded format featuring 48 teams and 104 matches—up from 32 teams in previous tournaments. Mexico will host matches in Mexico City, Guadalajara, and Monterrey.