Millions of World Cup visitors are expected to pack North Texas hotels and restaurants in the coming months. Hospitality experts say the global event could provide a major opportunity to grow the region’s tourism economy beyond this summer. “I’m most excited about showing off Dallas,” said Dallas City Council member Jesse Moreno. Dallas city leaders highlighted the World Cup experience earlier this week, including the Fan Fest planned at Fair Park. But questions remain about whether the local workforce is ready for the surge in visitors. “We’re going to be operating on steroids through this period, and I hope we’re ready,” said Brian King, head of Texas AM’s Hospitality, Hotel Management and Tourism Department. “Obviously, the World Cup itself is going to be a stress test, but look, this industry has been growing fast for a long time.” According to the most recent data from Visit Dallas, tourism in the greater Dallas-Fort Worth region supported nearly 194,000 jobs, direct and indirect, in 2024. King said the sector is positioned for continued growth in Texas. “We’re very bullish, very upbeat about the job creation — that there’s a real demand for leadership in this sector,” King said. He said many of his students will work or intern this summer with businesses supporting World Cup-related events. According to Visit Fort Worth, the city’s visitor economy has doubled over the past decade. The organization also launched a website designed to help World Cup fans plan what it calls the ultimate Texas experience. If the region delivers, King said it could signal that North Texas is ready to attract more international visitors and tourism investment. “I think it’s a fabulous opportunity for the great state of Texas,” King said. ...read more read less