Member states of the Southern Common Market (Mercosur) have greenlit the creation of the “Route of Football and Stadiums of Mercosur”, a groundbreaking initiative designed to establish South America as a premier tourist destination centred on the continent’s deep-rooted love for football. Paraguay, as host to CONMEBOL headquarters and the South American Football Museum, will anchor the “Route of Football and Stadiums” by offering visitors a unique blend of sport, culture, and history.
The “Route of Football and Stadiums of Mercosur” project, tabled by Brazilian Tourism Minister Celso Sabino and endorsed by his Mercosur counterparts, will weave together iconic stadiums, museums, and football-themed experiences into a cohesive regional package that showcases the sport’s historical and cultural significance.
Paraguay’s backing of “Route of Football”
Paraguayan Tourism Minister Angie Duarte has pledged full support for the route, emphasising its potential to elevate Paraguay as a central hub in South American tourism by spotlighting the nation’s football heritage and blending sport with culture and tradition. She pointed out that Paraguay hosts the headquarters of CONMEBOL, home to the South American Football Museum, a key asset in the new itinerary.
South America has hosted 10 FIFA World Cups and remains a powerhouse in the sport. Upcoming milestones include the 2027 Women’s World Cup in Brazil, and the 2030 FIFA World Cup Centenary opening matches across Argentina, Paraguay, Uruguay, and Chile, reinforcing the region’s international stature.
These events, combined with the route, are expected to draw global attention and visitors year-round. Recently, CONMEBOL announced that Asunción will once again host the final of the Copa Sudamericana. That match will be played in Paraguay’s capital on 22 November 2025.
Digital boost and off-season opportunities
A major advantage lies in enhanced online visibility, linking destinations with tour operators and promoting them internationally. The initiative will also target football’s off-season, which aligns with peak tourism periods, by staging events and activities to keep stadiums vibrant and attract worldwide travellers.
Brazil will spearhead promotion, producing content for Visit South America’s digital platforms and potentially enlisting national ambassadors to broaden reach.
Stringent criteria and visitor guidance
“This is one of the most ambitious proposals to promote tourism in South America,” a National Tourism Secretariat report states, noting that it will encourage collaboration between tourism and sports ministries to unlock stadiums’ full potential. Stadiums and museums must meet strict standards, including historical importance, visitor capacity, accessibility, and infrastructure for events.
The route will provide practical details on opening hours, accessibility, ticketing, and add-ons such as museum tours, guided visits, and cultural programmes, ensuring high-quality experiences through joint ministerial oversight.
Initial line-up of iconic venues
An inaugural directory covers Mercosur members and associates. Highlights include:
- Brazil: Maracanã Stadium, Allianz Parque Stadium, Neo Química Arena, BRB Arena Mané Garrincha Stadium, Beira-Rio Stadium, Grêmio Arena, Pelé Museum, Vila Belmiro Stadium, Castelão Arena, Mangueirão Stadium, Football Museum, Flamengo Museum, Botafogo Museum.
- Argentina: La Bombonera Stadium, Monumental Stadium, Presidente Perón Stadium, Uno de La Plata Stadium, Gigante de Arroyito Stadium.
- Uruguay: Centenario Stadium in Montevideo.
- Paraguay: CONMEBOL Museum.
- Chile: National Stadium Park.
- Bolivia: Hernando Siles Stadium, Ramón Tahuichi Aguilera Stadium, Félix Caprile Stadium.
