As the 2026 FIFA World Cup unfolds across 16 cities in the United States, Canada, and Mexico, initial expectations for a surge in tourism and hospitality revenue are falling short in several host locations. FIFA had projected that more than six million fans would attend the tournament, estimating an $80 billion global economic impact, with president Gianni Infantino describing the event as the equivalent of 104 Super Bowls in one month. However, data and industry reports indicate a mixed reality, with some cities experiencing underwhelming visitor numbers and declining hotel demand.

In multiple host cities including New York, Toronto, and Miami, hotel bookings on match days are reportedly down compared to the previous year. Initially, many hotels raised rates dramatically, with some asking prices as high as 500 percent above average. Yet, those rates have steadily dropped from their peaks. For instance, Vancouver’s current hotel prices closely resemble last year’s levels, aside from modest spikes on game days. Similarly, flight bookings from Europe to major airports such as New York’s Kennedy Airport and San Francisco International have decreased by roughly 8 to 10 percent year over year, contrary to FIFA’s estimate that 40 percent of visitors would be international travelers.

Local industry experts suggest that several factors contribute to this soft demand. High travel and accommodation costs, reluctance from business travelers, the geographic position of venues—especially when located outside city centers—and ongoing international travel barriers have all played a role. Moreover, the American Hotel & Lodging Association reported that FIFA has canceled up to 70 percent of room blocks reserved for staff and delegates in cities including Boston, Dallas, Kansas City, Los Angeles, Philadelphia, and Seattle. While room block adjustments are common for large events, officials noted that the extent of cancellations may have generated an artificial early demand signal, complicating planning for hoteliers.

Despite the overall sluggishness, some cities are performing better. Kansas City has seen a 32 percent increase in hotel bookings compared with last year across all six World Cup match days, and the local short-term rental market has similarly exceeded revenue projections. Factors cited for this success include the city’s relative affordability, central location facilitating travel to other venues, and hosting high-profile teams like Argentina and the Netherlands, whose supporters have shown strong turnout. Nashville, too, has benefited from early sellouts on match days, contributing to hotel occupancy rates near 80 to 85 percent. Nevertheless, the average length of visitor stays remains shorter than anticipated, and demand fluctuates significantly between games.

Individual travelers have experienced mixed fortunes amid fluctuating prices. Some, like Julie Rahaman from Alberta, originally faced prohibitive hotel rates exceeding $1,000 per night but later benefited from significant declines, allowing them to rebook more affordably. Conversely, others, including Tom Boyer from California, have been locked into nonrefundable bookings at initially high rates that did not adjust downward despite falling market prices. Boyer expressed frustration over the lack of flexibility, highlighting concerns about the broader financial impact on fans.

Industry observers continue to watch for potential late surges in travel as the tournament progresses, particularly toward the quarterfinals and finals. Hospitality leaders anticipate that fans might be finalizing plans for key matches, with some bookings occurring closer to game dates and for shorter durations. Nonetheless, international visitor numbers remain below forecasts, with some analysts attributing this to visa restrictions and geopolitical factors suppressing overseas travel.

Overall, the tourism boost from the World Cup is proving uneven across host cities. While some markets have capitalized on the event, others face disappointing turnout and revenue growth below expectations, tempering initial optimism about the tournament's economic windfall.