NEW YORK, June 11 - Hours before the World Cup began, the anticipated surge in travel to the United States that many in the hospitality and aviation sectors had been counting on had not arrived. The tournament, which for years was expected to deliver a major uplift to American travel and tourism, has instead coincided with softer-than-expected international arrivals and muted fan enthusiasm.
Industry observers say the traditional playbook for major soccer events - one that depends on large numbers of international supporters traveling long distances and spending heavily to follow their teams - has been undercut. Complexities around visas, the logistics of matches spread across 16 host cities in three countries, and sharply higher ticket prices have all been cited as deterrents. Domestic travelers, in a market where soccer remains less entrenched than in parts of Europe, have not filled the gap.
Vijay Dandapani, chief executive of the Hotel Association of New York City, summed up the mood bluntly: "It is overall a disappointment. There’s no other word that I can say." The association has reduced its estimate for hotel room revenue tied to the World Cup by 60% to roughly $60 million.
Flight bookings from Europe into most host cities for June and July are down on average 3.8% year-over-year, according to Cirium. The decline is sharper for New York, the city scheduled to host the July 19 final, where bookings from Europe have plunged 15.8% compared with a year earlier. FIFA had projected 1.2 million fans would descend on New York, but Dandapani said the city association is preparing for about half that number.
Hoteliers and airline executives had been hoping for a last-minute surge in reservations after the completion of the group stage. But early indicators have been discouraging. Analytics firm CoStar reports that average bookings across the host cities are up just 0.5% relative to the prior year, suggesting only a marginal net increase in demand.
Several New York hotels have responded to the weaker demand by cutting room rates. Dandapani said the New York Hilton Midtown, the city’s largest hotel, has reduced rates for the tournament period to $415 per night - roughly half of the rates that were advertised in December. Both Hilton and Marriott had previously reported stronger bookings, with Hilton saying in April that it was seeing robust business driven by New York, and Marriott noting in May that much remained to be booked because later-stage matchups were not yet known. Hilton declined to comment for this report and Marriott did not immediately respond to a request for comment.
High ticket prices have further depressed the willingness of some fans to travel. Organizers introduced record-high base prices and implemented dynamic pricing that pushed ticket costs higher as the tournament approached. In addition, FIFA allowed uncapped resale pricing, a move that raised secondary market costs and attracted scrutiny from regulators. TicketData indicates that in major host cities such as New York and Miami, the cheapest available ticket now approaches $1,000.
Andy Milne, an England superfan who wrote the book That World Cup Guy, described how some supporters are opting out of traveling entirely. "Some fans are skipping the World Cup altogether," he said. "Friends of mine are heading to Ibiza to watch every match on TV for a fraction of the price. Others are going to Vegas. It’ll still cost money, but far less than tickets, travel, hotels and transport to the stadiums." Milne’s comments underline how fans are weighing alternatives that offer lower overall cost while still providing a strong viewing experience.
Visa requirements are another practical barrier. Fans from more than half of the countries that qualified for the tournament need visas to enter the United States, adding time, expense and uncertainty for travelers already cautious about tightened border enforcement. The article references a high-profile example in which a Somali referee was denied entry by the Trump administration over alleged links to "suspected members of terror organizations," an instance that may have heightened perceptions of travel risk or complexity for some would-be visitors.
Even those who might purchase match tickets at reduced prices later in the competition face the practical hurdle of arranging international travel and visa approvals on short notice. Dana Lattouf, CEO of Tickitto, a U.K. ticket distributor, said that even if ticket costs fall, last-minute overseas demand may remain subdued because of these booking and entry challenges.
Not all corners of the travel market are experiencing weakness. Vacation rentals appear to be a relative bright spot, as they allow groups of fans to split accommodation costs. Airbnb told investors in May that the World Cup was on track to be its largest event ever. Data from short-term rental analytics firm AirDNA shows bookings tracking higher in cities such as Boston and Los Angeles, with many hosts raising prices to capture last-minute demand. AirDNA reported that the booked average daily rate for rentals across host cities was $218, while travelers searching now would face an average price of about $335 as of June 8.
Jamie Lane, chief economist at AirDNA, argued that leisure demand tied to the World Cup is unmistakable. "There is way more leisure demand in all these cities because of the World Cup. That is unmistakable," he said. Yet even with stronger short-term rental pricing and some pockets of increased leisure interest, the broader picture for hotels and airlines remains underwhelming compared with initial expectations.
Luxury travel operators are also seeing cautious behavior. Roadtrips, a company that organizes high-end sports travel, reported that affluent fans are often waiting for specific matchups to be confirmed or for their national teams to advance before committing to travel arrangements. This hesitancy feeds into the broader pattern of delayed bookings and rate discounting by some hotels.
For U.S. hotels and carriers that had anticipated a sizable international influx, the early signs from the World Cup point to a softer revenue picture. The combination of high ticketing costs, visa hurdles, dynamic pricing of match tickets and the logistical burden of attending fixtures across many cities has changed the demand calculus for many supporters. While short-term rentals and certain leisure segments are benefitting, the net lift to travel and tourism in host cities has fallen short of the expectations that accompanied the tournament’s promise.
Summary
The expected travel surge tied to the World Cup has not materialized ahead of kickoff. High ticket prices, visa requirements and the logistical complexity of traveling between 16 host cities have deterred many international fans. Hotels in major host cities have cut rates and airlines are seeing weaker bookings, while short-term rental platforms are tracking stronger demand.
Key points
- Hotels and airlines face softer international demand as flight bookings from Europe into host cities are down 3.8% on average year-over-year, with a 15.8% drop for Europe-New York.
- High match ticket prices, dynamic pricing and uncapped resale have pushed entry costs higher - the cheapest tickets in some host cities approach $1,000.
- Vacation rentals are seeing stronger bookings and higher rates, with booked average daily rental rates at $218 and current search rates around $335 as of June 8.
Risks and uncertainties
- Further declines in international bookings would deepen the revenue shortfall for hotels and airlines already seeing weak early demand.
- Visa costs and entry denials add uncertainty for international travelers, potentially suppressing last-minute bookings.
- Regulatory scrutiny and market reaction to FIFA ticketing practices, including dynamic and uncapped resale pricing, could influence secondary market behavior and fan participation.