Hotel bookings ahead of the FIFA World Cup in the US are not picking up

• Hotel bookings ahead of the FIFA World Cup have been underwhelming, as per a new report by the AHLA
• The organization’s members have confirmed that bookings are below expectations, even compared to ordinary months without major events
• The AHLA has urged the US and FIFA to make the process of allowing foreigners to attend the event easier

A report by the American Hotel & Lodging Association (AHLA) suggests that the upcoming 2026 World Cup has not provided a filip to the hospitality industry in a meaningful way.

Foreign travelers are not boosting hotel bookings ahead of the 2026 FIFA World Cup

In fact, most bookings in May are in line with results from previous years, indicating that the event has not driven interest in lodgings, the organization representing more than 30,000 members said in its report.

The AHLA surveyed hotel owners and operators across all 11 host cities in the United States, with 80% of all respondents confirming that the current bookings were below projections.

The AHLA noted that domestic travelers are "outpacing" international travelers, and that this "imbalance" threatened the larger economic impact the World Cup was supposed to have on local economies.

In a statement, the AHLA outlined the lengthy visa procedures and geopolitical uncertainty as some of the reasons for the underwhelming outcomes:

"There is a perception that international travelers may face lengthy visa wait times, increased visa fees, and lingering uncertainty around entry processing."

The United States rolled out the FIFA PASS expedited visa process, allowing World Cup ticket-holders to visit the country on an expedited schedule, but only 14,000 people have been able to benefit from it so far.

Arguably, unfair ticket pricing has also not helped attract more people. The AHLA went into specifics, arguing that 85% and 90% of respondents in Kansas City reported that their booking forecasts had not been met and were trailing behind a typical June or July without major sports events on the calendar.

Rosanna Maietta, the AHLA’s President & CEO, urged the United States and FIFA to make it an easier experience for foreigners to travel to the country and attend the event.

The news comes at a time when Canadian travelers to the United States have also dropped by 17% on an annual basis.

There are opportunities to be had - the US needs to act now

"Hotels across host markets have spent years preparing for the World Cup, and while there is real excitement, the data points to a more nuanced outlook," Maietta said.

Not all is lost, Maietta believes, as there are "still meaningful opportunities ahead" and the US and FIFA can and should offer more to international travelers.

While unconfirmed, travelers may be heading to Canada and Mexico instead, where the countries have been far more welcoming to foreigners, even though the final will be played in the United States.

Image credit: Unsplash.com