San Diego Union Tribune
Opinion:
FIFA World Cup 2026 a huge opportunity for the CaliBaja region
From l-r., FIFA President Gianni Infantino takes a selfie with President Donald Trump, Mexican President Claudia Sheinbaum, and Canadian Prime Minister Mark Carney during the draw for the 2026 soccer World Cup at the Kennedy Center in Washington, Friday, Dec. 5, 2025.(AP Photo/Evan Vucci)
By Alicia G. Kerber Palma
Soccer is far more than a popular sport; it is a cultural phenomenon capable of mobilizing millions, paralyzing entire cities, and serving as a shared language among people of diverse backgrounds, languages and cultures. Between 22 players pursuing a ball lies a multibillion-dollar industry shaped by powerful narratives of identity and social contradictions. The sport’s influence extends beyond the field, as the intense passion of fans can shape collective emotions and, at times, even global political decision-making.
The 2026 World Cup, the first to be hosted across the territories of three nations — Mexico, the United States and Canada — highlights soccer as a shared space that reflects the complex relationship between societies and governments. More importantly, it demonstrates the sport’s ability to challenge preconceived notions and create opportunities for unity. This trinational collaboration underscores how cooperation among leagues, federations and economic actors can foster a unique historical moment and strengthen the North American region under a shared identity.
For 39 days, the three host nations will have the opportunity to share their cultural identities with millions of tourists from around the world and an estimated global television audience of 6 billion viewers.
On June 11, Mexico City will host the opening ceremony and the tournament’s first match at the iconic Azteca Stadium, welcoming national teams from 48 countries. The event is expected to attract 5.5 million international visitors throughout Mexico and nearly 800,000 fans across 13 matches held at stadiums in Mexico City, Monterrey and Guadalajara. This massive celebration presents a significant opportunity to showcase Mexico’s strengths as a global leader in cultural heritage, history, tourism and gastronomy.
Mexico already welcomes approximately 45 million international tourists each year, most of them from the United States. The 2026 World Cup could further elevate this number and position Mexico as the fifth-most-visited country in the world. In this sense, the tournament represents not only a sporting event but also a strategic moment to enhance the nation’s global visibility and economic standing.
Beyond revenue, the World Cup offers an opportunity to highlight soccer’s broader social impact. When supported by meaningful social initiatives, the sport can engage young people, foster collaboration among communities and encourage investment in social development programs within the host cities. Additionally, hosting friendly matches between nations in conflict can serve as a powerful symbol of peace.
From an infrastructure perspective, Mexico is investing $500 million in the renovation of Mexico City’s international airport, as well as in the construction of a new train system to improve transportation connectivity between this airport and Felipe Ángeles International Airport (AIFA), the other capital terminal. Additionally, the tourist routes to the Pueblos Mágicos (magic towns) and the Mayan Train route in southeastern Mexico will operate continuously.
Fortunately for residents of the CaliBaja region, the three host cities offer multiple routes to Tijuana, Baja California, facilitating connections to San Diego and creating a natural land-and-air corridor extending to Los Angeles and San Francisco, where an additional 14 matches will be held.
Ground transportation is supported by five ports of entry, including the San Ysidro-El Chaparral crossing, the busiest in the Western Hemisphere. This infrastructure helps position San Diego among the 10 most visited cities in the United States, welcoming approximately 31.8 million tourists annually, many of whom travel from Mexico.
To foster tourism, 10 years ago, a group of regional entrepreneurs invested in what has become one of the most innovative cross-border projects ever built between two countries, symbolizing binational collaboration.
By connecting San Diego with 41 destinations throughout Mexico via the Tijuana International Airport, the Cross Border Xpress (CBX) has surpassed the 25 million passenger milestone, with 55% of those passengers being residents of the United States.
This level of connectivity represents a substantial comparative advantage for the CaliBaja region, the most interconnected border region between Mexico and the United States, where unparalleled connectivity between San Diego and Baja California continues to stimulate trade, human movement and tourism. The 2026 World Cup will be no exception.
After the excitement of 104 games, an alluring World Cup final game will take place on July 19 at MetLife Stadium in northern New Jersey, near New York City. By that time, the three host nations will have delivered a powerful and positive message to the international community — demonstrating the enduring strength of friendship, cooperation and hemispheric unity through the world’s most beloved game.
Kerber Palma is a member of the Mexican Foreign Service and consul general of Mexico in San Diego.