Peak Season Prep, Issue 1

Let’s dive into the first topic of interest: appealing to global diners and tourists.

The FIFA World Cup organization expects a record 6.5 million total attendees across 104 matches in Canada, Mexico and the United States. Starting in June, travelers will set out for North American cities like Houston, Philadelphia, Mexico City and Toronto, and along the way they will be hungry for unique food and cultural experiences.

According to the 2026 TravelBoom Leisure Travel Study travelers want authentic regional flavors and memorable experiences. After surveying 500 travelers, 66% said they are most excited about street food and 64% said they prefer local experiences over fine dining, so appealing to global diners is about leaning into local.