Why are US hotels describing 2026 FIFA World Cup as a ‘non-event’

US hotels call World Cup 2026 a ‘non-event’ amid low bookings

According to Forbes on X, the outlook from hoteliers has been underwhelming.

“Nearly 80% of U.S. hoteliers in 11 World Cup host cities say bookings are tracking below original forecasts, with some describing the tournament as a ‘non-event,’ according to an American Hotel & Lodging Association (AHLA) survey of members released Monday,” Forbes reported.

The finding is surprising given the scale of the tournament, which will feature 104 matches across the U.S., Canada and Mexico.

Instead of a major early boom, many cities are seeing booking levels closer to a typical summer period rather than a global sporting event.

Why hotel demand is falling short of expectations

There are several reasons behind the slow start, but one of the biggest factors is international travel.

Around 65–70% of hoteliers pointed to visa delays, travel restrictions, and broader geopolitical concerns as major barriers preventing overseas fans from making the trip.

Costs are another major issue. High airfare, expensive local transport, and a strong U.S. dollar have made attending the tournament significantly more expensive compared to previous World Cups.

Hotels themselves have also played a role. Many initially raised prices aggressively, in some cases by more than 300%, only to see demand fall off and force late price cuts to fill empty rooms.

There is also a supply problem. FIFA had reserved large blocks of hotel rooms early, creating the impression of strong demand, but later released many of those rooms back into the market, leading to oversupply just weeks before kickoff.

The result is a mismatch. Domestic travelers are still booking, but they tend to stay shorter and spend less than international visitors, reducing the overall impact on hotels.

For now, the World Cup is still expected to deliver a late surge. But at this stage, for many hotels, the early buildup has felt anything but historic.