The Largest-Ever World Cup Kicks Off!
BeijingJune 12, 2026 /PRNewswire/ — The whistle has officially blown for the opening match of the 2026 FIFA World Cup, with the world’s eyes firmly locked on the vibrant continent of the United States, Canada, and Mexico! This unprecedented football extravaganza is expected to become the largest event in Airbnb’s history, drawing millions of people to stay in Airbnb listings across sixteen host cities. As the official supporter of the 2026 FIFA World Cup in North America, Airbnb has teamed up in China with Summer Season spokesperson Da Zhangwei, the Chinese fans’ old friend Bora Milutinović, former Chinese women’s national team goalkeeper Zhao Lina, and other friends to launch the integrated marketing campaign “Chinese Fans Have Friends Everywhere,” creating a world-class celebration that spans both on and off the field, online and offline.
Zhang Chao, Head of Airbnb China Marketing, stated: “The World Cup can transcend geographical and cultural boundaries, bringing people together in unprecedented ways. It’s not just about football; it’s a grand event that connects people. During this mega event, Airbnb will leverage its unique accommodation, experiences, and content matrix to allow Chinese fans to participate in the World Cup in a one-of-a-kind way, sharing their passion and building super connections with fans worldwide. As long as you’re with Airbnb, no matter where you go, you’ll have friends to welcome you.”
Three Pillars Ignite Green Pitch Passion, Unleashing Joy and Nostalgia On and Off Screens
China is one of the most active markets for following the World Cup[1]. For hundreds of millions of Chinese fans and casual viewers, the World Cup is not just a competitive battle on the green field but also an emotional resonance sweeping through the summer. Some chase superstars and viral moments, while others have steadfastly supported their spiritual home teams for years. Whether they’re in it for the spectacle or the nostalgia, Airbnb will help them gain the sense of participation and presence they crave, ensuring they are not outsiders in this global celebration.
Based on insights into the Chinese market, Airbnb is strategically focusing on content platforms like Douyin and Xiaohongshu, building a high-density creator content matrix. With three main themes—”Watch for Joy,” “Watch for Nostalgia,” and “Watch for Expertise”—the campaign extends the World Cup from a sports event into a super marketing initiative that connects with public emotions. The content rollout throughout the World Cup schedule will break down geographical and time-zone barriers, serving as a bridge connecting audiences on and off screens.
- 「Joy Ambassador」Da Zhangwei: Airbnb welcomes Summer Season spokesperson Da Zhangwei as he officially “checks in” with joy! Word has it that Da Zhangwei, armed with his ever-present humor, has already arrived in passionate Mexico to watch the matches, instantly turning a foreign land into a joyful home base for Chinese fans! Though languages and cultures differ, shared passion ensures that Chinese fans have friends everywhere.
- 「Nostalgia Ambassador」Bora Milutinović: Old friend Bora Milutinović, who ignited Chinese football dreams 24 years ago, makes a warm return this summer. He warmly invites Chinese friends to his home in Mexico City, showcasing the intense home-field atmosphere and football nostalgia, helping everyone fully enjoy this football feast.
- 「Expertise Ambassador」Zhao Lina: Former Chinese women’s national team goalkeeper Zhao Lina will embark on a hardcore match-viewing journey across multiple World Cup host cities this summer. She will befriend global influencers and experience local culture like Mexican wrestling, not only understanding the nuances of the game but also extending her passion for the World Cup into the very fabric of the host cities.
Today, Da Zhangwei made a surprise appearance in the stands of Mexico City Stadium, witnessing the historic moment of this World Cup’s opening match amid the thunderous cheers of fans. Da Zhangwei said: “I’m incredibly happy to be at the World Cup as Airbnb China’s Summer Season spokesperson! As soon as I arrived at my home in Mexico, I met my first ‘Mexican buddy’—my Airbnb host, Alberto. With him showing me around Mexico City, I instantly went from ‘a stranger in a strange land’ to ‘having friends everywhere.’ Now, from taco stands to guitar shops, every spot is a happy stop for me. On the streets of Mexico City, I also ran into Coach Bora Milutinović, an old friend of Chinese fans. We arm-wrestled to test our strength and made plans to be buddies for the opening match. I want to try the ‘wave’ tricks he personally taught me. I hope my travel stories can convey this pure joy and make Chinese fans feel that we have friends everywhere!”
Bora Milutinović warmly invited Chinese women’s footballer Zhao Lina and fan representative Zhihao to his home in Mexico City, where he treasures half a century of football memories. The collection is so rich it could be called a “football museum.” Milutinović wanted to say to Chinese fans: “Because of football, I’ve explored many places around the world and made many friends. China left me with countless wonderful memories. Some Chinese fans say I was part of their youth, but in reality, they became my family. I sincerely wish Chinese football continued success. Mexicans are known for their hospitality, and they say ‘my home is your home.’ Welcome to Chinese friends traveling from afar—when you come, you’re home.”
Zhao Lina excitedly shared: “Visiting Coach Milutinović gave me so many surprises and emotions! His home not only holds countless precious memories of football and the World Cup but is also filled with Chinese elements—it’s overflowing with ‘China content’! Chatting with him, and even receiving his personal guidance, felt like being transported back to the golden years of football passion, inspiring me to carry on this pure love. At this moment, I truly feel that because of the World Cup and football, we have already built such a deep connection.”
Chinese Fans Enthusiastically Embark on “Match-Viewing+” Journeys, Airbnb Supply Network Fully Activated
As the 2026 FIFA World Cup schedule progresses, Chinese fans have already set off early! Data shows that during the World Cup, accommodation bookings by Chinese users in host cities have tripled year-over-year[2]. Chinese travelers are staying an average of nine nights across the U.S., Canada, and Mexico[3], with Los Angeles, Vancouver, and New York/New Jersey being the top three most sought-after World Cup destinations for Chinese travelers. More and more travelers are choosing to combine match-viewing with destination exploration, embarking on an immersive “Match-Viewing+” journey. For example, some are basing themselves in the super hub of Los Angeles on the U.S. West Coast and then heading to Las Vegas to experience the neon lights and revelry of the desert city. Additionally, the popularity of Mexico’s three host cities has surged significantly year-over-year, with Monterrey’s popularity skyrocketing to fourteen times that of the same period last year, and Guadalajara’s popularity quadrupling. Chinese fans’ enthusiasm for following the matches is on par with the peak of summer in Latin America.
Among the 16 host cities for this World Cup, over 100,000 listings have gone live on the platform for the first time, welcoming fans from around the globe to embark on this journey united by passion. At the same time, Airbnb, in collaboration with FIFA, legendary football stars, and local influencers, has launched a series of World Cup-themed “Airbnb Experiences” projects, inviting fans right to the heart of the green field to share in this football feast. In Los Angeles, fans will have the opportunity to witness the high-stakes match between the U.S. and Australia alongside Women’s World Cup champions Abby Wambach and Julie Foudy. In Miami, they can step onto the training ground and train with Argentine football legend and former Inter Miami head coach Javier Mascherano, feeling the rhythm and atmosphere of competition on the pitch. Or in Mexico City, they can follow urban planner Ale’s footsteps to visit the Mexico City football history exhibition, step into the room where football king Pelé once stayed, and experience the deep bond between football and Mexico City.
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[1] Source: FIFA 2022 Qatar World Cup Audience Report [2] Source: Airbnb internal data, travel data from mainland China users searching for specific match dates in World Cup host cities from early 2026, compared to the same period in 2025. [3] Source: Airbnb internal data, travel data from mainland China users in host cities during the 2026 FIFA World Cup from June 11 to July 19, 2026. |