San Jose businesses gear up for multi-week World Cup boost

June 4, 2026 - 05:55

With the World Cup set to kick off next week, businesses across San Jose are gearing up for a sustained surge in visitors and spending. While much of the attention has focused on downtown stadiums and fan zones, merchants in neighborhoods like Willow Glen, Japantown, and the Santana Row corridor are also expecting a significant economic lift.

Local restaurant owners have been stocking extra inventory and hiring temporary staff to handle the anticipated crowds. Many are extending their hours and rolling out special World Cup menus featuring dishes from participating countries. "We are preparing for a month-long boost, not just a single game day," said Maria Torres, who runs a taqueria near the SAP Center. "We want people to come back even after the matches end."

Retailers are also getting into the spirit, with storefronts displaying flags and jerseys from around the globe. Some shops are offering discounts to customers wearing team gear. Hotel occupancy rates are climbing, and ride-share drivers are planning to work longer shifts.

City officials have launched a marketing campaign urging visitors to explore San Jose's diverse neighborhoods. The goal is to spread the economic impact beyond the immediate stadium areas and into local business districts. For many small business owners, this multi-week event represents a rare chance to recover from years of slow foot traffic. They are hoping the World Cup leaves a lasting legacy for the city's economy.