World Cup Boosts Tourism for Lesser-Known Countries
· news
The World Cup’s Unlikely Gift: A Tourism Boom
The FIFA World Cup is often touted as a global spectacle that brings nations together through their shared passion for football. However, it has another, less obvious benefit: a significant increase in tourism.
Competing on the world stage can be a powerful marketing tool, sparking curiosity about lesser-known countries and cultures. For travel companies, the World Cup is a dream come true – millions of people tuning in to watch their teams play, with many more researching the countries that captured their hearts. Traditional tourism marketing campaigns often struggle to reach beyond familiar destinations like Paris, Rome, or New York.
Norway, for example, was mostly known for its fjords and mountains before the tournament. However, Erling Haaland’s goalscoring antics and Norway’s plucky underdog spirit won over many hearts, inspiring a surge in interest that has already translated into bookings. According to Airbnb, searches for accommodation in Norway rose by 15% between June 11 and July 12 compared to the same period last year. Hurtigruten, a Norwegian cruise company, saw Canadian bookings jump by 110% during the World Cup.
This influx of tourists is no small thing – it represents real money pouring into local economies and supporting thousands of jobs. However, as Visit Norway’s director Aase Marthe J. Horrigmo notes, “The attention is great, but we need to work hard to keep it.” She’s right: as the country welcomes more visitors, there’s a risk of overcrowding and environmental damage.
Cape Verde, a group of islands off the west coast of Africa that has flown under the radar for many international travelers, experienced a similar boost in interest. Its inspiring run in the World Cup prompted more people to ask where the country was – and how they could visit.
The World Cup’s impact on tourism is not new. In 2022, it helped fuel interest in Morocco following its historic success. With Morocco set to co-host the tournament in 2030, visitor numbers are expected to continue climbing.
As travel companies scramble to capitalize on this new wave of interest, questions about sustainability and responsibility arise. The World Cup’s unintended gift to Norway and Cape Verde is a tourism boom – but it also demands careful management to avoid overcrowding and exploitation. As Horrigmo aptly put it: “You shouldn’t saw off the branch you’re sitting on.” In this case, the branch is the delicate balance between economic growth and environmental protection.
The next World Cup will undoubtedly bring its own set of winners and losers. For now, let’s consider what this means for the future of tourism – a future where the relationship between sports, culture, and travel is increasingly intertwined.
Reader Views
- EKEditor K. Wells · editor
The World Cup effect on tourism is undeniable, but let's be realistic - this surge in visitors also means increased pressure on already fragile ecosystems and infrastructure. For countries like Norway and Cape Verde, where natural resources are a significant draw, the challenge lies not just in welcoming tourists, but in doing so sustainably. Their governments need to carefully balance economic benefits with environmental concerns, lest they find themselves facing a tourism boom turned bust.
- CSCorrespondent S. Tan · field correspondent
The World Cup's tourism windfall is more than just a feel-good story – it's also a reminder that traditional marketing campaigns often fail to reach beyond familiar destinations. Norway and Cape Verde are prime examples of how under-the-radar countries can capitalize on their newfound global visibility. However, the article glosses over the logistics of sustainable tourism in these emerging destinations. How will infrastructure and local economies cope with an influx of visitors? Can Cape Verde's fragile ecosystems withstand the pressure of mass tourism?
- CMColumnist M. Reid · opinion columnist
While the World Cup's tourism bonanza is welcome news for lesser-known countries like Norway and Cape Verde, it's worth considering the long-term sustainability of this influx. As these destinations rush to capitalize on their newfound fame, they risk exacerbating existing infrastructure strain and environmental concerns. To avoid becoming victims of their own success, these nations must balance tourism growth with forward-thinking investments in sustainable development and community engagement – a delicate task that requires careful planning and collaboration between local stakeholders, governments, and industry leaders.