The Fort Worth Stockyards recorded a significant surge in tourism during the 2026 FIFA World Cup, drawing more than 1.8 million visitors over the 39-day tournament period. District officials reported that this figure represents a substantial increase compared to the same timeframe last year, when approximately 974,200 people visited the area.
The Cowtown Coliseum contributed heavily to these numbers by selling 55,000 rodeo tickets during the event. This total marks the highest attendance in the venue’s 118-year history. The coliseum typically hosts various competitions, including bull riding, barrel racing, and team roping.
Other traditional attractions also saw growth. Attendance for the twice-daily longhorn cattle drives increased by 36% during the tournament. To accommodate the larger crowds, East Exchange Avenue was closed to vehicle traffic throughout the event to ensure pedestrian safety.
Ethan Cartwright, senior vice president of marketing for Stockyards Heritage Development, noted that summer is usually the district’s slowest season due to heat. He stated that the influx of global soccer fans transformed what is typically a quiet period into one of record-breaking activity.
Cartwright highlighted the blend of international soccer culture with local traditions as a key factor in the district's success. The area saw increased visibility through Visit Fort Worth’s Howdy World branding, which was displayed throughout the Stockyards and other tourist zones like the Near Southside and Cultural District.
Tom Martens, vice president of creative, film and music at Visit Fort Worth, previously described the goal as making Cowtown the most Texas city in Texas during the tournament. Some international visitors from countries including Colombia, Brazil, and Singapore remarked that the Stockyards resembled a movie set focused on Western culture.
