Expert Explains Impact of Technology on World Cup Tourism

When the world descends on North America this summer for the FIFA World Cup 2026, the guest experience — and all the preparation that went into it — will demonstrate how well artificial intelligence (AI)-driven apps and networks function. 

According to Juan Luis Nicolau, a Virginia Tech hospitality and tourism expert, there may be a yellow card or two along the way.

“The digital turning point is not only about visitors using mobile tickets, apps, AI assistants, or real-time navigation. The bigger change is that these tools can be connected into one broader visitor-management ecosystem,” said Nicolau, the J. Willard and Alice S. Marriott Professor of Revenue Management. “With AI-driven systems, tourism platforms such as hotels or transportation will be able to tailor recommendations based on traveler preferences and behavior.”

This means that technology can go beyond helping tourists make decisions and instead anticipate their needs before they become problems. At mega events, such as the World Cup, congestion, coordination, and language barriers could impact the tourist experience. 

“Official event apps and real-time transport platforms help visitors manage schedules, access stadiums efficiently, and adapt to changing conditions such as congestion or delays due to transport, crowd levels, weather, or security advisories,” he said. “This point is particularly relevant as real-time adaptability is critical in a high-density environment like the World Cup because of its 48 teams, 105 matches, and 16 host cities across three countries."

Nicolau, who has extensively researched the relationship between artificial intelligence and tourists, adds that technology has become a central part of the travel experience. “From digital tickets and mobile check-in to real-time navigation and contactless payments, the entire journey for the World Cup should be frictionless,” he said.

For host cities, using data from mobile networks, sensors, and ticketing systems can help anticipate congestion and prevent bottlenecks.

However, fragmentation of technology and digital inequality among tourists is still possible. 

“Some visitors will use airline apps, hotel apps, ticketing apps, public transport apps, payment systems, maps, social media, and official city or FIFA information channels. If the systems do not communicate with each other, the experience may feel confusing,” said Nicolau. “On the other hand, not every visitor may have reliable data access, digital payment tools, app literacy, or comfort using AI-based services. It means that cities should not assume that every visitor will behave like a highly connected traveler.”

For host cities, how they overcome and mitigate these technological hurdles will leave a lasting impact on their tourism economies.

The World Cup can generate long-term benefits for a region’s tourism industry. According to Nicolau, those long-term effects are not automatic. He said a city's physical infrastructure and reputation also play a critical role in post-event success. These legacy effects also depend heavily on how the event is managed and how effectively the destination capitalizes on the exposure

“Investments in transport, accommodation, and urban services, which can improve accessibility and overall destination quality, benefiting tourism beyond the event itself,” he said. “These events place the destination at the center of international media attention, strengthening brand awareness and forming perceptions, which can translate into increased future visitation, particularly if the event successfully communicates the destination’s unique attributes.”

However, Nicolau said these benefits depend crucially on the management of the event –  something that can be facilitated by technology.