Let’s set the scene. It’s June 2026. Houston is hosting seven FIFA World Cup matches. An estimated 500,000 visitors are pouring into our city over three weeks, and officials are projecting a $1.5 billion economic impact. That’s like seven Super Bowls happening back-to-back. Fans from Germany, Portugal, the Netherlands, and beyond are looking for places to eat, drink, shop, explore, and spend money.
Is your business going to be ready to catch that wave, or are you going to watch it from your Instagram feed?
Whether you run a service-based business, a product, a creative studio, or a consultancy, the World Cup is not just for restaurants and hotels. There is opportunity here for everyone, and the business owners who plan ahead are the ones who will benefit most. Here’s how to get started.
1. Update Your Google Business Profile (Like, Yesterday)
Before anything else, go update your Google Business Profile right now. Seriously, open a new tab.
500,000 people are going to be searching “things to do in Houston,” “Black-owned restaurants near me,” “best coffee shops in Midtown,” and about a thousand other variations. If your business information is outdated, your hours are wrong, or you don’t have recent photos, you’re fumbling already.
Make sure your hours, address, website, phone number, and photos are current. Your social accounts are connected and look active. Encourage your existing customers to leave reviews now, before the rush hits.
2. Get Loud on Social Media
Houston saw a 250% surge in global travel interest following the FIFA 2026 World Cup draw (Houston Business Journal). That means people from around the world are already Googling and TikTok/Instagram searching Houston to figure out what they’re in for.
This is your opportunity to show up in that research phase. Lean into content that shows off what makes your business uniquely Houston. Some content ideas to start creating now:
- “If you’re visiting Houston for the World Cup, you need to know about us” style videos
- Behind-the-scenes looks at your space or process
- Collabs with local influencers or other small business owners
- Countdown content to match days
Don’t forget SEO! Those keyphrases people are searching for? Include those in your captions and on-screen text.
3. Plan Your World Cup Promotions Now—Not in June
If you wait until the matches start to think about your promotions, you’ve already missed the boat. The fans planning their trips are booking hotels, researching restaurants, and saving content right now.
Start building your World Cup marketing at least 6-8 weeks before the first match. Some ideas:
- Limited-time offerings: A “Match Day Special,” a themed product, a bundled service package
- Partner promotions: Team up with neighboring businesses for a “World Cup crawl” or a joint discount
- Paid ads: Make sure your business pops up on people’s screens as soon as they land.
- Events: This would be a good time to host an event for people to discover and come to. Don’t forget to add your events to community calendars like Visit Houston or even Eventbrite.
4. Staff Up and Prep Your Operations
This one isn’t glamorous, but it’s critical: make sure your back-end is ready for the volume.
Do you have enough staff scheduled during peak weeks? Is your inventory or supply chain prepared for a surge in demand? Does your website or booking system work smoothly on mobile (because international visitors are booking everything from their phones)? Do you have a system for handling a sudden influx of new customers, reviews, or inquiries?
There’s no point doing all the marketing work if the experience falls apart once people walk through the door. Operations and hospitality are your marketing when you’re dealing with tourists.
Beyond the World Cup, something is shifting in Houston. Many of us were confused to see Houston become the new Spring Break destination in March. People are traveling from all over to visit our Rodeo, experience our nightlife and culture, to work, and to start new lives!
Houston has been quietly becoming one of the most exciting cities in the country. That means the opportunity in front of you isn’t just three weeks in June. It’s the chance to position your business for a city on the rise.
Looking for a space to actually map out your World Cup strategy? Come work it out at Sesh.