WILLEMSTAD – Corendon is looking to capitalize on Curaçao’s historic participation in the 2026 FIFA World Cup as part of its strategy to increase brand recognition in the United States.
According to Corendon founder and CEO Atilay Uslu, the global attention surrounding Curaçao’s World Cup debut presents a unique opportunity to introduce both the island and the company to a broader American audience.
Speaking to Dutch newspaper De Telegraaf, Uslu said Corendon’s recent acquisition of two hotels in Miami South Beach forms part of a broader strategy aimed at strengthening the company’s position in the U.S. market.
The investment comes at a time when Curaçao is receiving unprecedented international exposure through its participation in the World Cup. Millions of football fans around the world are becoming familiar with the island’s name as the national team competes against some of the sport’s biggest nations.
Uslu believes the increased visibility can help attract more American travelers to Curaçao and raise awareness of the destination among a market that continues to grow in importance for the island’s tourism industry.
Three years ago, Corendon became a sponsor of the Curaçao national football team. Since then, the company has witnessed the team's remarkable rise, culminating in its first-ever qualification for the World Cup.
According to Uslu, even though sponsors are not allowed to display their names on national team jerseys during FIFA competitions, the repeated international exposure of the name “Curaçao” during the tournament provides valuable marketing benefits for the island and businesses connected to it.
The company views the World Cup as more than a sporting event. It sees the tournament as a global platform that can help strengthen Curaçao’s position as a Caribbean tourism destination while opening new opportunities for growth in North America.
As the Blue Wave continues its historic World Cup journey, Corendon hopes the increased international attention will translate into greater tourism interest and stronger brand recognition in one of the world's largest travel markets.