New Jersey’s MetLife Stadium is hosting the final match on July 19. While the event is taking place in East Rutherford, New Jersey, its placement near the New Jersey-New York border has led FIFA to name the venue “New York New Jersey Stadium” during the matches.
Many FIFA visitors will be coming from across the border. According to a Tourism Economics Study from the JYNJ Host Committee, the World Cup is set to bring more than 1 million visitors to the New Jersey-New York region and more than $3 billion in regional economic impact, including roughly $1.7 billion in direct spend.
“Those benefits are expected to reach hotels, restaurants, cultural institutions, retail and small businesses in all five boroughs and beyond,” says New York City Tourism + Conventions President and CEO Julie Coker.
She says she and the organization want visitors to feel the excitement across all five boroughs by helping local businesses and hospitality partners connect with fans before, during and after the matches.
“One of the ways we are doing that is through the Five Borough Winners Special, New York City’s official citywide dining program for the World Cup,” Coke says. “The program gives restaurants, bars and food establishments across the five boroughs an opportunity to reach new customers through $26 food and beverage specials, collectible borough cups and added visibility during the tournament.”
NYC Visitation
NYC Tourism + Convention’s events and offerings calendar and digital navigation tool cover all five boroughs on its official World Cup hub. The city’s fan programming also includes the official NYC Neighborhood Passport, a physical passport fans can use to collect artist-designed stamps at 100+ participating cultural venues; the NYNJ Host Committee’s Welcome World Rewards; five-borough official fan activations and watch parties; and additional community events across the boroughs for residents and visitors alike.
Plus, as a culturally diverse city that expects international visitation, the city has relaunched its Halal Travel Guide, which highlights dining, accommodations, activity recommendations, and World Cup resources for Muslim New Yorkers and visitors.
NYC-NJ Transit Coordination
“We are working in tandem with the Mamdani Administration at City Hall and the NYNJ Host Committee to amplify official information related to transportation, logistics and safety, while directing fans and visitors to the most up-to-date resources,” Coke says. “Together, these initiatives are designed to make it easier for fans, visitors and New Yorkers to explore more of the city, support local businesses and experience the tournament through our neighborhoods and communities.”
NYC Tourism + Conventions is working with the Mamdani Administration and the FIFA World Cup 2026 New York New Jersey Host Committee to prepare for its interstate visitors. “With matches taking place at NYNJ Stadium, we are helping direct visitors to official information on accessible and affordable transportation options to and from the stadium,” Coke says. “Access to the stadium from NYC is quick and efficient via the NYNJ Stadium Shuttle departing from various locations, including the Port Authority Bus Terminal, Midtown East and Midtown North, as well as via NJ Transit from New York Penn Station.”
NJ Transit has also set up a transit map for FIFA visitors who want to explore the region between matches, including sightseeing landmarks, trails and pizzerias and breweries.
NYC and NJ After FIFA
For Coke, the World Cup will simply amplify what she already believes to be true. “New York City is the world’s stage,” she says. “New York City’s strength is its existing, unmatched infrastructure—global airlift, density of hotels, transit and venues. We are a city that is already equipped to host major events and the World Cup will help to amplify that further.
“It also gives planners more ways to think beyond Manhattan. Free official fan events with vast audiences will take place in the Bronx, Brooklyn, Queens and Staten Island,” Coke says. “These experiences can help inspire future events; incentive programs and pre- or post-meeting itineraries tied to local dining, culture, attractions, public spaces and small businesses across the five boroughs.”
Coke says what sets New York apart is the global experience offered across its five boroughs. “Fans will be able to experience the tournament not only through the matches, but through the neighborhoods, restaurants, small businesses, cultural institutions and communities connected to the teams they are supporting,” she says.
She adds that this will be a celebration that goes beyond the stadium and across the five boroughs. “Fans can watch matches alongside fellow supporters and locals hailing from across the globe, explore restaurants and businesses tied to the countries they are cheering for, and experience the tournament in iconic New York City settings, from official fan events at the USTA Billie Jean King National Tennis Center and Rockefeller Center to watch parties and cultural programming at the American Museum of Natural History and more.” Details on these celebrations can be found here.
New Jersey is home to numerous locations to visit around the stadium as well, such as Liberty State Park, which offers views of the Statue of Liberty, Newark Museum of Art and New Jersey Performing Arts Center. The city’s cultural expanse of dining options includes Italian, Indian, Thai, Cuban, Ethiopian and multiple fusion cuisines that can be accessed a short drive away from the stadium.
“For NYC Tourism + Conventions, the opportunity is to encourage visitors to stay longer, explore deeper and return for future trips, meetings and events,” Coke says. “Our focus is helping to drive activity to local businesses, cultural institutions and neighborhoods across the city, well beyond the tournament.”
