Photo of Jorge Aguilar in Unsplash
With the 2026 World Cup on the horizon, Mexico sees the event as a historic opportunity to transform its image to the world. Secretary of Economy Marcelo Ebrard stated that the tournament—which will be co-hosted by the United States and Canada—will showcase "a modern, creative, and energetic country," in contrast to the image shaped by drug-trafficking dramas.
During the Milken Institute's Global Investor Conference, held in Mexico City, Ebrard emphasized that millions of people first encountered Mexico during the 1986 World Cup, and that the 2026 edition will be a new window to connect with new generations. "We will be able to compete with the drug cartel series and offer a true image of who we are as a nation," he declared.
The official emphasized that the event will not only have an estimated economic impact of more than $3 billion, but also a symbolic effect: repositioning Mexico as a cultural, sports, and tourism powerhouse.
An opportunity to show the other Mexico
Mexico City's Estadio Azteca will host the opening match on June 11, 2026, and along with Guadalajara and Monterrey, will welcome thousands of fans from around the world. For the Mexican government, the World Cup represents more than just soccer: it's an opportunity to rebuild the national narrative.
The administration seeks to have international chambers showcase a diverse country capable of hosting major events and projecting confidence.
Meanwhile, tourism, cultural, and economic sectors are working to capitalize on the media hype. More than five million visitors are expected to arrive in the country during the tournament, strengthening an economy that is seeking to leave behind the stigmas of the past.
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