Rotorua could experience a mad rush of football fans when the Fifa Under-20 World Cup begins next week.
While the city is not hosting any of the tournament games, matches in Hamilton, Auckland and New Plymouth should result in a spin-off for Rotorua, industry experts say.
Sport of Kings Motelmanager Tristen Williams said they were receiving bookings from supporters.
"People will come and see Rotorua anyway, people come to see Rotorua itself.
"Anything like that brings more people into the town, and anything like that is busy. Campaigns like Famously Rotorua have been working amazingly for the city, bringing more people in."
Quality Inn On Fenton hotel general manager Sharlene Herbig said people here for the world cup were likely to book their accommodation late in the piece.
"With Rotorua, it's more last-minute bookings. They might go to games and in between say 'look, we have got a few days off, let's head to Rotorua for a night or two'. It was like that for the Lions tour - in between games we just got hammered."
Destination Rotorua Marketing general manager Oscar Nathan said Rotorua would see a benefit from the event.
"A total of 504 players have been selected to play in the 24 teams taking part in the tournament and with them come devoted fans.
"Although Rotorua isn't hosting a game in the tournament, we would expect to see some flow-on effects of games being held in nearby places.
"Those coming from overseas to watch games are also likely to travel to other regional destinations, including Rotorua, which would be great for our accommodation, attraction and hospitality sectors."
He said because the tournament was being held in New Zealand's off-peak tourism season, it would have a positive effect for tourism operators and the local economy.
-For more information and an Under-20 World Cup schedule, visit www.fifa.com/u20worldcup.
