TTN catches up with Sarah Pickford, an award-winning, top 10 global Travel Counsellors agent based in Dubai, to discuss how her team is helping regional fans navigate the tournament’s demanding logistics.
From managing complex multi-team itineraries for families to leveraging on-ground expertise in North America, Pickford offers an honest assessment of the tournament’s booking lifecycle, highlighting why, despite shifting market dynamics, the long-term potential for Middle Eastern sports tourism remains stronger than ever.
TTN: What has been the overall volume and nature of enquiries from the Middle East for the FIFA World Cup 2026, and did the initial momentum hold?
Sarah Pickford: We saw an incredible surge of interest when the tournament dates were first announced, and that momentum spiked again as the official ticket allocations rolled out. Up until late February, demand was consistently high across both our corporate clients and leisure sectors, including families and groups of friends. Unfortunately, we noticed a sharp decline in enquiries after that initial wave.
Logistics have played a significant role in this shift. Coordinating travel from the UAE across three massive host nations isn't straightforward, which naturally impacted our conversion rate from general enquiries into firm bookings. Additionally, many fans simply missed out on the ticket lottery, and North America is simply too far to travel on the off chance of securing a last-minute ticket on the ground.
TTN: Can you share any specific data or insights regarding the types of bookings you have secured from the region?
Sarah Pickford: Our current portfolio consists of a couple of larger corporate groups, complemented by smaller, independent groups of families and friends. Interestingly, we are seeing a distinct trend where families are integrating one or two match days into a broader, multi-destination summer holiday, rather than travelling exclusively for the football. Many of these leisure bookings came in quite late in the day, primarily because a fresh wave of hotel inventory suddenly became available at reasonable rates close to the key stadium hubs.
TTN: Given the current geopolitical tensions and airspace challenges, which airlines are providing the best connectivity for regional travellers?
Sarah Pickford: Emirates remains the undisputed preferred choice for our UAE residents. Given the ongoing complexities across Middle Eastern airspace, Emirates has stood out as the most reliable, stable option, and budget is really the only factor driving clients to look elsewhere. Their codeshare agreement with United Airlines has also been an absolute lifesaver for seamless domestic connections across the US. To give you an idea of how we are routing some itineraries, we have one group travelling to the US via the UK specifically to pick up international friends and family members along the way.
TTN: Have the host countries or FIFA offered any specialised trade incentives, and how are you managing ground arrangements?
Sarah Pickford: To be perfectly honest, we haven’t received much direct support or structural incentives from FIFA itself. Instead, the real heroes of our operation have been our local Destination Management Companies (DMCs) and supplier partners on the ground in the US and Mexico.They have been invaluable-not just in securing premium hotel rooms and seamless airport transfers, but in helping us pre-book curated dining experiences and local excursions for our groups well ahead of their arrival.
TTN: What kind of unique, fan-based itineraries have you designed to tackle the unique geography of this tournament?
Sarah Pickford: The itineraries this year are highly dynamic. For instance, we have clients flying into a host city to catch one or two specific games, and then immediately jetting off to Las Vegas or other parts of the US for an entirely different style of vacation. We have also designed highly complex itineraries for multi-national families who actually support different countries. For these clients, we’ve arranged for the family to land in the US together, split up and fly to completely different states to follow their respective teams, and then converge back at a central destination to finish their holiday as a family.
TTN: Are you handling any high-net-worth individuals or VIP luxury suites for this edition?
Sarah Pickford: At Travel Counsellors, we operate on the principle that all of our customers are VIPs! However, in terms of top-end luxury setups like private corporate suites or private charters, that hasn't been our core focus for this specific tournament.
Our expertise this year has been heavily concentrated on robust corporate incentive groups, classic fan blocks, and customised family travel.
TTN: How important has your global network been in executing these bookings, and do you have boots on the ground?
Sarah Pickford: Having direct local representation through our Travel Counsellors network in North America has been absolutely priceless. It gives our regional clients a distinct competitive edge when it comes to selecting the right neighbourhoods and properties. More importantly, it provides a vital layer of safety and security; our clients travel with the peace of mind that we have trusted partners on the ground ready to assist them in real-time if any logistical disruptions arise.
TTN: Looking back at the overall lifecycle of this World Cup, what are your definitive trade takeaways?
Sarah Pickford: Ultimately, I do view this as a bit of a missed opportunity for the regional trade, though I completely respect and understand the caution dictated by the current global climate. I had several prominent groups lined up for Mexico, and for the vast majority of those clients, it would have been their first time experiencing the country. There was a genuine, beautiful buzz around combining world-class sport with cultural discovery, so it is undeniably disappointing that those itineraries couldn't move forward. However, looking at the silver lining, the sheer volume of early interest proves that the appetite for premium sports tourism in the Middle East is massive.
The foundational demand is there, and it points to incredible potential for future global sporting mega-events.