203 m² mural, 800,000 tourists and +20% revenue: Mexico uses the 2026 World Cup for tourism and brand building
A giant graffiti mural entered the Guinness World Records. Artisans, restaurants and bars launched themed menus and souvenirs. Over 800,000 foreign visitors are expected. The economic impact will extend far beyond the tournament — strengthening the national brand will be the main long term result.
As reported by CCTV+, in the run up to the FIFA 2026 World Cup, Mexico is using the global football fever to boost tourism, revive the economy and enhance its international standing. The World Cup atmosphere is palpable on the streets of Mexico City, where urban beautification projects have turned football murals into iconic landmarks. Among them is a giant mural covering more than 203 square metres, listed in the Guinness World Records as the largest historical mural ever, vividly depicting unforgettable moments in Mexican football history.
The tournament's influence has also spread to the creative and cultural sectors. At the historic traditional crafts market in the capital, local artisans are using World Cup motifs in their products, seeing the event as a great opportunity to showcase Mexico's rich culture to visitors. María Rodríguez, owner of a craft shop, said: "We are preparing for the World Cup. We have decorations and lots of related accessories, and we hope to receive a huge number of visitors. We really want them to leave with a great impression of Mexico City."
The business opportunities brought by the World Cup have also extended to the food and beverage sector. Many restaurants and bars have launched themed events, hoping to attract football fans from around the world throughout the tournament. Alberto García, manager of the Taqueria Caifán franchise, said: "We have prepared special dishes and menus for those who cannot make it to the stadium or to the match broadcasts. We have also launched special package deals so they can enjoy whatever they want while watching the game at home. We expect a surge in visitor numbers in these final weeks and are counting on a 20 percent increase in revenue compared to normal levels."
The tourism sector is preparing to welcome more than 800,000 foreign tourists during the tournament. Industry leaders have emphasised that the true value of the event extends far beyond short term spending. Francisco Madrid, director of the Centre for Advanced Studies in Sustainable Tourism at Anáhuac University in Cancún, said: "Hosting an event of this scale and prestige has national value. It is an opportunity to send a signal that we are hoping for smooth weather, to show that Mexico is a country capable of offering diverse and attractive tourism experiences and has the potential to become a multifaceted tourism destination. As for the influx of visitors itself, I believe the most important thing is that it serves as a means of strengthening the national brand, the impact of which goes far beyond the immediate, measurable results reflected in tourist numbers in the coming years."
The 2026 World Cup is being held in three countries for the first time: Mexico, Canada and the United States. Mexico is hosting the tournament for the third time (after 1970 and 1986). An influx of 800,000 foreign tourists is expected to place significant strain on infrastructure, but authorities and businesses see this not only as a challenge but as a unique opportunity. The giant mural in Mexico City has become a symbol of how sport and culture intertwine, creating new points of attraction. For many artisans and restaurateurs, the World Cup is a chance to make their mark on the world stage.
Football in Mexico is more than a game. It is a carnival that spills onto the streets, colours the walls, fills the air with the smells of food and the sounds of music. When a giant 203 square metre mural tells the story of legendary goals, and artisans weave football motifs into traditional patterns, the country becomes one stage. 800,000 tourists are not just money — they are millions of impressions they will take home. And when years later someone remembers their trip to Mexico, they will remember not just the stadium, but the smiles of the vendors, the taste of tacos, the vibrant colours of the murals. That is the real goal scored off the pitch.
