The 2026 FIFA World Cup is failing to generate the expected economic boost for a significant portion of the U.S. hotel sector, according to a new report.
The study, conducted by the American Hotel and Lodging Association (AHLA), reveals that booking rates in several host cities are falling short of initial projections. Based on surveys from hotels in 11 World Cup venues, nearly 80% of the establishments surveyed reported demand lower than anticipated.
The association attributes the slowdown to multiple factors, including travel barriers to the United States, rising costs, and organizational changes tied to FIFA. Specifically, between 65% and 70% of hotel operators surveyed said visa issues and the international geopolitical climate are deterring foreign tourists. The international visitor, once seen as a key driver of occupancy during the tournament, is responding far more weakly than expected.
Another source of uncertainty: the release of hotel rooms previously blocked for FIFA. Many hotels interpreted those initial bookings as a sign of strong future demand, only to have part of those allocations canceled, forcing them to recalibrate expectations and commercial strategies.
City-by-city differences are stark. In markets like Los Angeles, New York, Dallas, and Houston, the majority of surveyed hotels report booking rates below expectations—in some cases barely differing from a typical summer. Business owners also cite high transportation costs, labor expenses, and the distance between venues as additional constraints.
Atlanta stands out as a brighter spot. About half of the hotels there report figures in line with or above forecasts, thanks in part to national teams, including Spain, setting up base camps in the city. Miami also shows positive performance due to its strong tourism appeal and international connections.
The AHLA stresses that there is still time to improve the outlook but urges measures to ease the entry of international fans and prevent further cost increases for travelers.
