With just weeks to go before kickoff, early indicators suggest that the 2026 FIFA World Cup may be falling short of expectations in one critical area: hospitality demand.
According to data from the American Hotel & Lodging Association, nearly 80% of hotel operators across nine of the eleven host cities in the United States report bookings significantly below initial projections. The figures point to a growing imbalance between supply and demand in what was expected to be a record-breaking tournament.
International demand remains weak
A major factor behind the slowdown is the absence of international visitors. High airfares, visa delays, concerns over immigration procedures, and geopolitical tensions have discouraged many fans from traveling to the US.
This is particularly significant given that international tourists were expected to be the tournament’s biggest spenders, with projected expenditures of over $5,000 per visitor—far exceeding typical travel spending. Many had planned extended, multi-city stays, making their absence even more impactful.
FIFA releases hotel inventory
Compounding the issue, FIFA has reportedly released around 70% of its pre-reserved hotel room blocks back into the market. In some cities, this has led to cancellations of up to 95% of contracted rooms, flooding local markets with excess supply.
Hotels that had invested heavily in fan zones, multilingual staff, security upgrades, and transport partnerships have now paused further World Cup-related spending.
Host cities struggle to meet expectations
The booking slowdown is widespread. More than 70% of hotel operators in cities such as San Francisco, Seattle, Philadelphia, and Boston report weaker-than-expected demand.
In Los Angeles, New York City, Houston, and Dallas, over 60% of operators share similar concerns. Even relatively stronger markets like Miami and Atlanta report underperformance levels near 50%.
Pricing and policy concerns weigh on fans
Ticket pricing has also emerged as a key deterrent. Group-stage tickets reportedly reaching $2,700 have raised concerns among fans, particularly when combined with travel and accommodation costs in an already expensive destination.
Domestic factors have further complicated the outlook. Policy uncertainty, including changes to fan activities and transportation pricing in some cities, has added friction to the overall event experience. Security measures have also drawn scrutiny, contributing to a perception among some travelers that the environment may be less welcoming.
Outlook uncertain ahead of kickoff
While domestic fans are still purchasing tickets, they are not compensating for the drop in international demand. There remains some hope that later stages of the tournament could boost occupancy rates, but with limited time remaining, a full recovery appears unlikely.
For now, the data suggests that one of the world’s biggest sporting events may be heading into kickoff with an unexpectedly soft commercial backdrop in the hospitality sector.