Expert explains impact of technology on World Cup tourism

May 29, 2026 - 02:00

As the 2026 World Cup draws closer, the role of technology in shaping the fan experience is becoming a central focus for host cities. Juan Luis Nicolau, a hospitality and tourism expert at Virginia Tech, says that digital tools will do more than just sell tickets or stream matches. They will fundamentally change how visitors navigate, spend money, and interact with their surroundings.

Nicolau points to mobile apps that can manage crowd flow in real time, directing fans to less congested routes or offering instant updates on wait times at food stalls and security lines. Augmented reality, he explains, could allow a tourist to point a phone at a stadium and see historical highlights or find the nearest restroom. Payment systems are also evolving, with contactless and biometric options expected to speed up transactions and reduce bottlenecks.

For host cities, the benefits go beyond convenience. Data collected from these systems can help local governments manage traffic, allocate police resources, and monitor environmental impacts. However, Nicolau warns that privacy concerns must be addressed. If visitors feel tracked or surveilled, the technology could backfire, leading to a negative experience.

The goal, he says, is to make the technology invisible. When it works well, a tourist should not notice the app or the sensor. They should simply feel that the city runs smoothly. As the tournament approaches, the cities that balance innovation with user trust will likely leave the strongest impression on the millions of fans expected to attend.