Countdown: 115 days until Qatar faces off with Switzerland!
As the marketing strategists for The San Francisco Peninsula say: Happy Lunar New Year! If the Fire Horse energy means massive transformation… then hold onto your reins.
Because what’s coming is bigger than the Super Bowl: the 2026 FIFA World Cup is nearly here, and the Bay Area is gearing up to welcome hundreds of thousands of fans—many traveling from other countries and experiencing the Bay Area for the very first time.
And here’s what makes World Cup fans especially fun to host: many follow more than one team, plan their days around public watch parties (checkout FIFA marketing requirements), and love curated, “only-in-this-place” experiences—whether that’s the perfect café moment, a great happy hour, or a walkable district where the day just unfolds.
Six matches at Levi’s Stadium
Levi’s Stadium in Santa Clara will host six World Cup matches between June 13 and July 1, 2026.
The schedule:
June 13 — Qatar v. Switzerland
June 16 — Austria v. Jordan
June 19 — FIFA European Play-Off C v. Paraguay
June 22 — Jordan v. Algeria
June 25 — Paraguay v. Australia
July 1 — Knockout stage game
Why this matters to Burlingame (a lot)
Even if visitors are also traveling to other venues like Los Angeles or Seattle, many will extend their stay and build a bigger itinerary around the Bay Area. The San Francisco Peninsula is promoting the region as a travel hub for the West Coast and beyond.
That means this is a golden opportunity for Downtown Burlingame to create lasting memories—and to feature our best in dining, shopping, health/wellness, beauty, and our local culture, history, and sights.
Hospitality tips from the Peninsula Preparation Workshop
Suggestions from The San Francisco Peninsula Preparation Workshop (held at the South San Francisco Conference Center on February 18, 2026) included:
Commitment to excellence — make each experience feel effortless
Cultural respect — welcome the world with warmth
Make it easy — highlight “chef’s specials” so every visitor, even with a language barrier, can order with confidence
Add “surprising delights,” like saying “obrigado” (thank you) in Portuguese to enthusiastic Brazilian fans if the occasion arises
Local cities and tourism organizations are banding together to help visitors navigate food, sightseeing, transportation, parking, and all the ways people can savor a delightful time in the Bay Area. The San Francisco Peninsula marketing team, in addition to assisting the local hotels, has already partnered with Marcus at iHeart Radio, Expedia Group, Lonely Planet and Caltrain among others to put the SF Peninsula on the world stage in a big way! Mindtrip.ai is one app for discovering curated activities, and Downtown Burlingame (BID / local merchants association) is looking at ways to make helpful visitor information easy to find and share.
Business owners: got ideas?
If you’re a business owner and have suggestions to enrich the visitor experience—language-friendly specials, quick “welcome” signage, themed offers, happy-hour ideas, or insider tips—please contact Laurie Hilt at: burlingamebid@gmail.com , Subject: FIFA Prep: Getting Ready for the Games!
Let’s make the world feel welcome—one unforgettable fan-fest day at a time.
FIFA is coming to the Bay Area!
John Hutar, CEO, The San Francisco Peninsula