American Hoteliers Disappointed: World Cup Expected to Fill Hotels, But It's Not Happening

The upcoming 2026 FIFA World Cup was poised to be a major boon for the American tourism and hospitality sectors, with projections estimating a substantial contribution to GDP and job creation. However, a recent report by the American Hotel & Lodging Association (AHLA) reveals a surprising trend: a significant number of hotels in host cities are reporting booking rates below initial forecasts, even with millions of tickets already sold.

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Almost 80 percent of surveyed hotels are recording occupancy below initial forecasts.

This discrepancy between expected and actual bookings is raising concerns among hoteliers. While the enthusiasm for the tournament itself appears high, evidenced by ticket sales, the demand for accommodation is lagging. Several factors are cited as potential reasons, including complex visa procedures, geopolitical uncertainties, the high cost of air travel, and the strong U.S. dollar, which makes visiting more expensive for international fans. These issues are particularly impactful, as international visitors typically spend significantly more than domestic tourists.

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Visa procedures and geopolitical factors are the main barriers.

Compounding the problem are reports of substantial cancellations of hotel blocks previously reserved by FIFA. This suggests a disconnect between the organizing body's arrangements and the actual needs or commitments of attendees. The industry had hoped for a surge in bookings closer to the event, but the current data indicates that simply hosting the World Cup does not automatically guarantee full hotels. The American Hotel & Lodging Association's findings highlight a need for a deeper understanding of fan travel behavior and potential barriers to ensure the economic benefits of such large-scale events are fully realized.

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The international World Cup fan spends an average of $5,048—almost 1.7 times more than a typical foreign tourist.