Pubs and bars across the region are being encouraged to embrace cutting-edge virtual mapping technology as they prepare for a surge in trade during the FIFA 2026 World Cup, with demand for standout venues expected to soar. The tournament kicks-off on 11 June, with England's first game on 17 June.

According to Otley-based virtual mapping specialists Apollo3D, there has been a 50 per cent rise in pubs and hospitality venues adopting virtual tours compared with the same period last year. The business has been working with a growing number of operators, including multiple Greene King pubs across England, Scotland and Wales, and Wakefield-based Ossett Brewery, to help showcase spaces online and convert digital interest into confirmed bookings.

The company has also created tours for several of the pubs on the famous Otley run in Headingley and aims to produce a complete curated video tour resource for all 18 of the stops on the two-mile pub crawl.

With fans already planning where to watch the summer tournament, operators are under pressure to demonstrate what sets their venue apart. From large screens and private hire areas to outdoor spaces and premium seating, virtual mapping lets customers explore a pub before they arrive, helping them make quicker, more confident decisions. During England matches, pubs can experience between a 30% to 147% uplift in sales, particularly on key tournament days with a successful tournament for England potentially boosting the wider hospitality economy by over £150 million.

The rise in demand from pub and bar operators coincides with the recent launch of Apollo3D’s latest platform, Infinity Virtual Tours. Around half of the company’s current projects are now driven by venues aiming to increase visitor numbers, while the new offering is also drawing international interest from locations including theatres, stadiums, and cinemas.

Infinity Virtual Tours go beyond traditional walkthroughs by enabling organisations to connect multiple locations, guide users through a space, and gain valuable insights into viewer behaviour, such as which areas attract the most attention. The experience is further elevated through striking drone flythroughs, adding an extra layer to the immersive 3D presentation.

Rob Wilyman, director at Apollo3D, said: “The World Cup always brings a huge opportunity for pubs and hospitality venues but competition is fierce. Customers want to know exactly what they are getting before they commit to a venue, especially for major fixtures. Virtual mapping gives venues a powerful way to present their space and secure bookings early.”

The push comes at a time when the hospitality sector continues to face significant financial strain. Rising energy bills, increased business rates and wider economic pressures have squeezed margins, forcing operators to find new ways to drive footfall and maximise spend per visit. Hospitality industry data has shown closures remain a concern, with many venues operating on tight profit lines.

Apollo3D’s technology enables venues to create immersive, high-quality walkthroughs that can be embedded on websites, shared across social channels and integrated with booking platforms. This gives potential customers a clear view of layout, atmosphere and facilities, helping pubs stand out in a crowded market.

Mark Shepherd, director at Apollo3D, added: “Pubs have had a challenging few years, so making every major event count is crucial. We have seen firsthand how virtual tours can increase enquiries and event bookings. For a key sporting occasion like the World Cup, where demand peaks quickly, being visible and engaging online can make a real difference.”

As anticipation builds for the World Cup with the opening less than a month away, Apollo3D believes early preparation will be key.

Rob Wilyman added: “Venues that invest now in showcasing their offer are more likely to capture group bookings, corporate events and repeat visits throughout the competition. This is all about getting ahead of the curve. The pubs that present themselves best online will be the ones fans choose when it matters most.”