Pasto, Colombia prepares for World Cup season, spurring local commerce

As the 2026 FIFA World Cup approaches, the city of Pasto in Colombia’s Nariño department is entering a "World Cup mode." Local merchants, restaurants, sports shops and small entrepreneurs are adapting their spaces, stocking jerseys, flags and other memorabilia, and planning promotions to attract fans. Sales of clothing, televisions, food and beverages are expected to rise, providing a short‑term boost to employment and income for both large retailers and family‑run establishments. The event is also seen as an opportunity to foster community cohesion, with streets filling with football‑related colours and conversations that unite generations. While officials stress the economic upside, they also note the need for strategies that turn this seasonal surge into lasting growth for the city’s commercial sector.