Lehigh Valley tourism officials tapping into World Cup fever

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With the FIFA World Cup starting this week with games in Philadelphia and New Jersey, tourism officials in the Lehigh Valley are hoping to get a little bit of the action because of our close proximity to major matches. 

Alex Michaels, president and CEO of Discover Lehigh Valley, said some estimates have predicted that the games could bring $40 billion to the U.S. and his team has been working hard to make sure the region benefits from that. 

“What makes us special is that we’re so close to where the venues are. We’ve been campaigning for some time to draw people here,” Michaels said. 

And while it may seem like a bit of a drive to get to a game in Philadelphia or the New York/New Jersey border, he said the Lehigh Valley makes sense as a hub for people who may be coming to the region for multiple games. 

Michaels noted that many Europeans, for example, will take vacations for several weeks around world cup games. They’ll attend more than one match and see other sites in the region while visiting. 

He said the Lehigh Valley is right between two of the major sites and hotels will be more plentiful and affordable. 

“We have 600 rooms that we can offer for a significantly lower rate,” Michaels said. “They can do a hub and spoke approach going to a match in Philadelphia and a match in New Jersey and come back to their hotel in the Lehigh Valley.” 

And while he said the Lehigh Valley has plenty to do year-round, there is special programming around the World Cup that should attract visitors from outside the region and local soccer fans. 

ArtsQuest will once again be hosting SoccerFest, a month-long celebration of the FIFA World Cup 2026 at SteelStacks.  

Beginning on June 11, fans can watch matches from the world’s biggest sporting event while enjoying live music, family-friendly arts and crafts, a special soccer exhibit and film screenings.  

Also, the Ginvitational returns for its 5th year, allowing fans to enjoy the global spirit of the World Cup and global craft cocktails. 

Lehigh Valley United coaches will also lead on-site clinics throughout the series. An Adaptive Soccer Clinic on June 20 and a Fútbol Clínica en Español on June 27 will bring structured, skills-focused programming to players of all abilities and backgrounds.  

Michaels said SoccerFest, is always a popular event with families and while the financial impact of the World Cup may be dampened by such issues as high gas prices and visa difficulties, the free festival will definitely be a draw locally.