New York City Launches 'Neighborhood Passport' to Disperse World Cup 2026 Tourism

New York City is launching an innovative initiative called the 'NYC Neighborhood Passport' to decentralize tourism during the 2026 FIFA World Cup. The program aims to direct visitors away from the main event hubs in Manhattan and New Jersey towards the city's five boroughs, encouraging exploration and economic activity across all neighborhoods.

Available at locations like public libraries and partner organizations, the passport features over 30 pages for collecting unique stamps. These stamps represent iconic New York City elements, such as bodega cats, jazz concerts, and bagels, and are awarded for visiting watch parties or participating local establishments. Natalia Aristizábal, co-director of Make the Road New York, explained that the passport motivates people to visit different counties to experience various games and local culture.

Local artists designed the passport's stamps, including Argentine illustrator Adrián Sonni, who has lived in Brooklyn for twelve years. Sonni's design integrates New York's public transportation with soccer culture, depicting a smiling subway car carrying a soccer ball. He also proposed other concepts, like the Statue of Liberty holding a ball or an apple embracing one, drawing inspiration from historical soccer moments like the 1986 World Cup in Mexico.

The initiative, organized by the New York City Mayor's Office in collaboration with Make the Road NY and Team Wonder, was launched in Corona, Queens, a borough known for its diversity and large Latino community. This effort anticipates a significant economic impact, with projections of over $3 billion and 1.2 million visitors to the region during the World Cup.

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People are going to have this passport that will motivate them to go to different counties to see different games.