As the 2026 World Cup approaches, tickets are almost sold out, but some venues in the U.S. are expressing concerns about attracting enough attendees to meet economic expectations.
FIFA has reported the sale of over 5 million tickets, while also reducing prices in a defined “50-day” window that began in late April.
Interestingly, around 80% of hotel bookers indicated that their properties aren’t performing as well as initially anticipated. FIFA is optimistic that the attendance record of 3.5 million set during the 1994 World Cup will be exceeded. However, Reuters points out that there are over 6 million tickets available for this tournament, meaning roughly 80% have already been sold.
Still, some industry experts worry that the events might not attract enough tourists to the U.S., potentially leading to lower returns than forecasted. The American Hotel and Lodging Association has voiced these concerns in a recent report, noting that despite extensive preparations and “significant investments” made to host international audiences, bookings might not meet expectations.
In fact, a significant number of surveyed bookers—nearly 80%—claimed that their hotel experiences didn’t measure up to their original hopes, with international demand cited as a major issue.
The group highlighted several factors contributing to hotels falling short. For one, international visitors may be deterred by lengthy visa processing times, increased fees, and delays at airports. They noted that the strength of the U.S. dollar, along with rising airfares and fuel costs, could make traveling less appealing, while current federal policies were seen as exacerbating these challenges.
Furthermore, the AHLA criticized FIFA for allegedly inflating demand by securing a large inventory of hotel rooms but only retaining 15% of the booking values.
The report emphasizes that international travelers typically spend more than domestic ones, averaging about $4,794 compared to $5,048. Notably, World Cup visitors from abroad are expected to spend about 1.7 times more than typical international travelers.
In Kansas City, Missouri, business owners are particularly pessimistic, predicting performance levels at the World Cup will fall just below 90%. Atlanta is concerned too, as it’s the only host city forecasting less than a 50% turnout.
Hotel operators are also anxious about a temporary tax hike on prepared foods and lodging in New Jersey, along with a 2% increase in hotel taxes in Philadelphia, which could further undermine expectations.
Meanwhile, the White House previously stated its hopes for the Games to be “one of the largest and most spectacular events in human history,” with the Press Secretary adding it would also be the safest and most secure tournament ever.
