As the approach of the 2026 World Cup draws near, concern is growing among American hoteliers. While the event was supposed to boost tourism after a disappointing 2025, reservations are not picking up. In several host cities, room prices have already been significantly reduced, indicating a much less dynamic market than expected, as reported by the Financial Times.
Video: World Cup 2026: fans outraged by ticket prices… which could increase
According to data compiled by Lighthouse Intelligence, a data analysis company, match night rates have dropped by about a third compared to levels seen a few months ago. This is a significant turnaround, as the competition, scheduled from June 11 to July 19 in eleven American cities, was expected to attract millions of visitors and generate massive economic benefits. It was anticipated to draw millions of international visitors and boost the economy by $30 billion.
Despite selling two million tickets, hotel reservations remain at an all-time low. In response to the lackluster demand, FIFA has started adjusting its own forecasts. Thousands of rooms initially reserved for teams, officials, or technical staff have been released in several metropolises like Philadelphia, Dallas, and Mexico. In some cases, these cancellations have far exceeded the adjustments typically seen for this type of event.
Costly and anxiety-inducing climate in the United States
“I see many people panicking and lowering their prices,” observed Scott Yesner, a leader of a hotel management company based in Philadelphia. Several factors contribute to these fears. Firstly, the United States is a vast country, and an event alone is not enough to change the face of an economic sector.
But the high cost of tickets, sometimes very high (up to several thousand dollars for the most anticipated matches), is also discouraging some international fans. This is compounded by economic uncertainties and rising transportation costs, which impact travelers’ budgets.
Moreover, some professionals point to an unfavorable political and geopolitical context. “Obviously, the desire to come to the United States is decreasing,” said Lior Sekler, a manager at HRI Hospitality, mentioning both international tensions and American immigration policies. This assessment is shared by several analysts, who cite a rising anti-American sentiment, exacerbated by the war in Iran.
