Irving’s Convention & Visitors Bureau outlines FIFA, America250 and hotel-market challenges

Maura, executive director of the Irving Convention & Visitors Bureau, briefed the council on the visitor-economy outlook and the bureau’s work to capture visitor spending around FIFA 2026 and next summer’s America250 events.

She told council that business and group demand—Irving’s base market—has softened, with Mondays and Thursdays increasingly slow and weekday corporate bookings softening. International visitation has not returned to 2019 levels in several markets, and staff noted a continuing near-term uncertainty in group business. The bureau’s digital campaigns remain a primary tool for driving room nights and local spending; staff reported metrics including more than 70,000 room nights attributable to an Expedia campaign and millions in direct hotel revenue from digital advertising.

Looking to FIFA 2026, the bureau said nine Dallas-market matches will drive significant regional demand; Irving is identifying VIP and official hotel blocks, coordinating with stadium organizers, and planning on-site and off-site activations while respecting FIFA branding restrictions. Maura said teams will finalize hotel selections in January and that some VIP stays may be 30+ days (which does not generate hotel tax) while many fan stays will be short-term and taxable.

Council members asked about transportation, signage, and tactics to ensure Irving businesses and restaurants capture a share of event-driven spending. Bureau staff said they are coordinating with hotels, the Toyota Music Factory, Las Colinas Association and regional partners and will refine messaging and activations once teams finalize hotel choices.

Next steps: staff will continue digital outreach, finalize hotel-block strategies after January team selections, and return to council as needed on budget adjustments tied to the convention center’s capital transfers.