Concerns are emerging over the commercial build-up to the 2026 FIFA World Cup, as sections of the U.S. hotel industry describe the tournament so far as a “non-event” in terms of advance demand.
Despite heavy promotion from FIFA, hoteliers in several host cities say bookings are tracking at—or even below, typical summer levels, raising questions about early fan engagement and travel momentum.
With just five weeks until kickoff, industry data cited by Forbes suggests that the expected surge in international and domestic visitors has yet to materialise. Operators had anticipated a significant spike tied to football tourism, but many report a slower-than-expected pace.
Analysts caution, however, that booking patterns for major global events can shift rapidly closer to match dates, particularly as ticket allocations, travel plans, and team qualifications become clearer. Late surges in demand are common, especially for high-profile fixtures.
Still, the muted early response contrasts sharply with projections that positioned the tournament as a major economic windfall for host cities across the United States.
Industry insiders remain cautiously optimistic that demand will rise as the event approaches, but for now, the early signs suggest the World Cup’s commercial impact may take longer than expected to fully kick in.
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