Markets 
By David Del Valle
Published on
Although Mexico will host only 13 of the 104 matches at the 2026 FIFA World Cup, cities such as Mexico City, Guadalajara and Monterrey have become centres of attraction for digital nomadism, a phenomenon driven by the tournament that is transforming their urban dynamics.
Far from the profile of the conventional tourist who stays for a few days, digital nomads arrive weeks and even months before the tournament. Their aim is not just to attend matches, but to settle in temporarily, work remotely and experience the World Cup from the inside.
This shift responds to a growing global trend: according to various studies, more than 60% of professionals aspire to adopt a flexible lifestyle based on remote working. In this context, the World Cup acts as a catalyst, accelerating a transformation that was already underway.
“It is a great opportunity. The World Cup has put us on the map and has opened a door to European tourism,” explains Adriana Vega, Querétaro’s Secretary of State for Tourism, who estimates a 16% growth in Spanish arrivals to the country in the first quarter. In fact, air connectivity to this state from Madrid has been reinforced with two direct Iberojet flights.
In his opinion, European tourists need planning. “We are creating packages so that they can enjoy combined experiences of culture, sport and even the beach, creating tourist corridors and connecting with other states by working as a team,” he says.
Great economic impact
The three major Mexican venues are experiencing a steady increase in demand for temporary rentals, coworking spaces and services adapted to extended stays.
Unlike mass tourism, this profile generates a more distributed economic impact: it consumes local services, uses urban transport, participates in professional communities and stimulates sectors such as restaurants and flexible housing.
Spaniards, the most active
The data show that Europe will be key to this phenomenon. In particular, Spanish travellers stand out as one of the most active groups during the World Cup. According to Airbnb figures, Spaniards will not only travel to attend matches, but will travel to an average of almost four destinations per trip and stay nearly 18 nights in total. This pattern fits perfectly with the lifestyle of digital nomads: mobility, long stays and a combination of leisure and work.
In addition, the interest in matches in Guadalajara, including Spanish national team matches, reinforces the attractiveness of Mexico within their routes. The rise of this profile is boosting key sectors such as mid-stay rentals, coworking spaces and the local economy. It is estimated that the economic impact linked to the World Cup will reach billions of dollars in the host cities, with a significant part coming from this new type of traveller.
A new tourism model
Beyond the numbers, the phenomenon points to a structural transformation: tourism is no longer a one-off experience but a temporary way of life. The convergence between remote work and major sporting events marks a turning point. The World Cup will not only attract millions of fans, but also a global community that redefines the way we travel, consume and inhabit destinations.
In this new scenario, Mexico competes not only as a sporting venue, but also as a living and working platform for a generation that is connected, flexible and on the move.
More than a passing phenomenon, the World Cup is accelerating a fundamental change: travel is no longer a one-off getaway but a way of life on the move.
Football is no longer experienced in just 90 minutes, but in weeks of connection, work and local experience.
Read the full article here
