Magical Towns seek prominence in the 2026 World Cup with public broadcasts

With an eye on the 2026 FIFA World Cup , which will host Mexico, the Mexican Union of Tourism Secretaries (Asetur) announced it is working on a plan to include Magical Towns in the soccer celebrations . The idea is for these destinations to be able to broadcast matches in their public squares , thus generating a festive atmosphere capable of attracting both national and international visitors.

According to the president of Asetur, Bernardo Cueto , this is a unique opportunity to show that Mexico is not only the host of World Cup matches, but also a country with a rich cultural heritage and tourist hospitality .

"We want our destinations to also dress up and welcome visitors to iconic spaces, many of them World Heritage Sites," Cueto said in a virtual conference.

The proposal calls for Magical Towns to organize public events with giant screens , accompanied by cultural and gastronomic festivals that allow attendees to enjoy the full experience: soccer, tradition, and community.

To make this project a reality, Asetur has already held meetings with the Ministry of Tourism (Sectur) and Televisa , the company that holds the broadcast rights to the tournament. The initiative is based on packages that will allow official World Cup broadcasts to be delivered to plazas and public spaces throughout the country.

According to Cueto, the events will take place throughout June and July 2026, coinciding with the World Cup schedule. "These are mass broadcasts that generate a festive atmosphere and attract tourists to various destinations in Mexico," he explained.

The goal is to leverage the tournament's international attention to diversify visitor arrivals to regions beyond the major venues, such as Mexico City, Guadalajara, and Monterrey.

In his message, the president of Asetur emphasized that tourism in Mexico is safe , despite the negative perception that sometimes circulates internationally. "The numbers show it: crime has very little impact on tourists, who for the most part enjoy positive experiences in every destination they visit," he asserted.

The strategy seeks to counter misconceptions about insecurity in Mexican states. To this end, in addition to soccer festivals, international promotion will be strengthened with a narrative focused on hospitality and the country's ability to welcome visitors with open arms.

A key focus of the plan will be the prevention of digital fraud , a problem that has affected domestic and foreign tourists when they purchase fake travel or accommodation packages.

Asetur will relaunch the "Verifica y Viaja" (Check and Travel) campaign, which seeks to educate visitors to carefully review the agencies, platforms, or websites through which they purchase tourism services. The campaign will be specifically adapted to the World Cup, when an increase in demand for tickets, accommodations, and soccer-related experiences is expected.

"We're going to strengthen this campaign so that every tourist carefully verifies the means through which they purchase their travel packages," Cueto stated.

The inclusion of the 177 Magical Towns in the World Cup strategy could mean an unprecedented economic boost. These destinations, known for their cultural identity and unique traditions , could become alternative venues for soccer and showcases of their rich crafts and cuisine.

The plan would allow small towns, usually off the international radar, to welcome visitors during a global event that attracts the media attention of millions of people. Furthermore, the benefits are expected to be not only short-term, but will also help consolidate Mexico's image as a diverse and attractive country for cultural tourism.

The 2026 World Cup will mark the third time Mexico has hosted a World Cup , following 1970 and 1986. Unlike those previous editions, this time the tournament will be held jointly with the United States and Canada, amplifying the regional impact and the need for bilateral and trilateral coordination.

By including Magical Towns in the strategy, Mexico seeks to seize the opportunity for tourism to decentralize and expand to new regions, showcasing not only world-class stadiums but also the cultural, historical, and natural wealth that distinguishes the country.

Asetur's initiative to include Magical Towns in the 2026 World Cup opens a window of opportunity for Mexico to combine its passion for soccer with its cultural diversity. Through public broadcasts, community festivals, and fraud prevention campaigns, the country seeks to ensure that tourists' experience is safe and memorable.

Beyond the sporting spectacle, the World Cup is emerging as a catalyst to boost emerging destinations, strengthen Mexico's image abroad, and leave a tourism legacy that will transcend the summer of 2026.