Capturing the Global Game: Understanding, Engaging and Reaching International and Domestic World Cup Travelers

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Recorded On: 10/22/2025

Join MMGY and GWI for a dynamic session that dives into one of the most powerful global travel phenomena – the FIFA World Cup. As the world gears up for the next tournament, this webinar unpacks the scale, spirit and strategic opportunities behind the World Cup related to travel for travel, tourism and hospitality brands.

In "Capturing the Global Game," we’ll explore the growing influence of sports-driven tourism and what makes World Cup travelers uniquely valuable for destinations, travel brands, and marketers. From domestic superfans to international explorers, you’ll gain a first look at emerging traveler personas and their shared characteristics, differing decision drivers and media consumption habits. In collaboration with GWI, the session will also spotlight key markets and audience insights from countries with the largest volume of opportunity in this space. Learn how to connect with these high-intent travelers through your paid media strategies and craft messaging that resonates through the stages of the World Cup season.

What you’ll gain:

A deeper understanding of World Cup traveler segments—U.S. domestic and international.
Persona spotlights from key global markets. Insights on media behavior, and decision drivers.
Strategic thought starters to reach and engage audiences across digital touchpoints.

Whether you're a destination organization, travel marketer, media strategist, or brand leader, this session will equip you to capitalize on the world's biggest game.

Presented by MMGY Global as part of Destinations International's Technology & Digital Marketing Series.

Please note that attendance at a Destinations International webinar is eligible for one (1) CDME Continuing Education (CE) credit. Credit can only be earned through live virtual attendance. Watching recorded webinars does not count toward CDME CE credit.

Hannah Knott

Strategic Planner

MMGY Global

Hannah acts as an advocate for travelers as a Strategic Planner at MMGY. By sharing traveler insights gleaned from research and data, she guides the development of campaigns, cross-channel strategies and creative deliverables that brings travel brands to life for consumers. Her experience ranges from state and destination organizations, like Pure Michigan, Destination Ann Arbor and Explore Asheville to entertainment giants, like Six Flags.

Loren Teachey

Associate Director, Data Strategy

MMGY Global

Loren uses his position as a Data Analyst at MMGY to help produce and execute socially responsible and ethical data strategies within client marketing efforts. Excited to be able to work with brands and destinations that reflect his own interests as a traveler, he creates and maintains client dashboards for Sensei Holdings, Meritage Collection, Windstar Cruises, Visit Corpus Christi and Explore Asheville

Laura Connell

Senior Solutions Consultant Manager

GWI

Laura leads the US Solutions Consultant, Subject Matter Experts, team at GWI. As a subject matter expert, Laura regularly researches and writes about the latest trends and insights influencing a vast range of audiences, markets and sectors. Her work includes reports and articles published on the evolution of celebrations, shifts in the purchase journey, consumer sentiment, and changing generational behaviors. A regular public speaker, Laura has presented at numerous conferences including Quirk’s, Mirren Live, and Advertising Week New York. She has been a contributor to retail and marketing publications including WWD, MarTech and Marketing Dive.