World Cup Buzz Fails To Fill Hotels In US Host Cities

Across cities like Kansas City, Houston, Miami and New York City, signs of the coming FIFA World Cup are impossible to miss.

Billboards tower over busy roads, bars are preparing football-themed events, and stores are already stocking tournament merchandise. The excitement surrounding the global competition appears to be building steadily on the streets.

But behind hotel reception desks, the mood is far less optimistic.

Many hotel owners and operators in World Cup host cities say the expected tourism surge has yet to materialise, leaving businesses puzzled and increasingly concerned just weeks before the tournament begins.

“We Were Left Sitting Here Very Confused”

For years, hospitality businesses were told the World Cup would bring enormous economic opportunities.

That expectation shaped staffing plans, inventory purchases and marketing campaigns for many hotels across the United States.

But Deidre Mathis, owner of the Wanderstay Boutique Hotel in Houston, says reality has fallen far short of projections.

“We were sold this expectation the World Cup would be a big phenomenon, people have been talking about it for years,” she said.

“So when we looked at our calendar and saw in February, March and April that we still weren’t sold out [for the tournament] – and it is not just us in Houston, but it’s all over – we were left sitting here just very confused.”

The Wanderstay sits close to Houston’s planned fan zone and within driving distance of one of the tournament stadiums. Yet Mathis says occupancy during the tournament period currently stands at just 45%, compared to around 70% during the same period last year.

Politics, Costs And Global Uncertainty

Mathis believes several issues are discouraging international visitors.

Among them, she points to the political climate during President Donald Trump’s second term, particularly immigration raids carried out by Immigration and Customs Enforcement (ICE) agents in cities across the country.

She also highlighted economic pressure caused by rising living costs linked to the US-Israel war involving Iran, alongside the extraordinary price of World Cup tickets.

Even Trump himself admitted he would not pay some of the prices currently attached to the tournament.

Tickets for the final at MetLife Stadium have officially been listed at nearly $33,000, while some resale prices have climbed beyond $2 million.

“So I think it’s a bunch of things, all combined into one,” Mathis said. “But it is just so unfortunate, and I am hoping that in the next four weeks, things can be turned around.”

She called on FIFA to reduce ticket prices and urged the US government to speed up visa approvals for travelling fans.

Hotels Across The Country Feeling The Slowdown

The concerns are not isolated to Houston.

The American Hotel and Lodging Association says most hotels in host cities are experiencing lower-than-expected demand ahead of the tournament.

According to a survey by the association, eight out of 10 hotels reported weaker bookings than anticipated, with many owners describing the World Cup as a “non-event” so far.

Rosanna Maietta, the association’s president and chief executive, believes ongoing global instability — including tensions involving Iran — has played a role. However, she also suspects many fans may simply be waiting to confirm where their national teams will play before booking travel.

Interestingly, while hotels struggle to fill rooms, Airbnb says the tournament is expected to become “the biggest hosting event” in the platform’s history.

Fans Still Willing To Travel

For committed football supporters, however, the cost has not entirely dampened enthusiasm.

Hamish Husband, from the Association of Tartan Army Clubs, plans to spend as much as £10,000 following Scotland throughout the tournament in the US.

Despite concerns over expenses, he says many Scottish fans are determined to attend because World Cup appearances remain rare for the national team.

But he strongly criticised FIFA’s pricing structure.

“There is no fairness in football anymore, but $1,000 for Scotland v Haiti tickets – that is scandalous,” he said.

Husband also noted that average earners in Mexico would struggle to afford tickets for matches hosted there, while praising Canada for efforts to control excessive resale prices.

The travelling Scottish supporters – known globally as the Tartan Army – became fan favourites during UEFA Euro 2024 in Germany for their festive atmosphere and colourful presence across host cities.

Hotels Betting On A Last-Minute Surge

In Kansas City, hotel manager Stephen Jenkins says business remains unexpectedly flat.

“We are not seeing the pick-up we had anticipated,” Jenkins said.

Jenkins manages the The Fontaine and had expected the World Cup to create a once-in-a-lifetime tourism boom for the city.

While bookings increased slightly after the match schedule was announced, he believes the real rush may still come closer to kick-off.

Local businesses are doing everything possible to capitalise on the tournament atmosphere.

The Fontaine plans to host a “Culinary Cup” featuring country-themed meals inspired by teams playing in Kansas City.

Yet Jenkins admitted that even football icon Lionel Messi has not generated the same immediate economic impact that pop superstar Taylor Swift brought to the city during her Eras Tour in 2023.

Swift’s concerts, he said, created a complete city-wide sellout.

Waiting For Fans To Commit

In Atlanta, Manuel Deisen, general manager of the InterContinental Buckhead Atlanta, echoed similar concerns.

“The volume of enquiries and bookings we’re seeing is tracking lower to typical periods,” he said.

“It’s not quite what we had hoped for.”

Still, Deisen remains optimistic that many fans are delaying travel decisions until closer to the tournament.

His hotel plans to fully embrace the World Cup experience with football-themed events and public match screenings throughout the competition.

FIFA Insists Demand Remains Strong

Despite concerns from hotel operators, FIFA says ticket demand has been “unprecedented”.

The organisation says more than five million tickets have already been sold, describing the tournament as “the largest sporting event on the planet”.

FIFA also rejected claims that prices are universally excessive, arguing that some tickets have sold for as little as $60 and that premium pricing helps limit profiteering in resale markets.

Meanwhile, the White House has established a World Cup taskforce aimed at ensuring the tournament runs smoothly.

As part of those efforts, football fans from 50 countries who can provide valid match tickets have been exempted from paying a $15,000 visa deposit previously required during the application process.

Hope Still Hanging In The Air

For now, hotel owners remain caught between optimism and uncertainty.

The stadiums may soon be full, fan festivals may yet overflow with supporters, and last-minute bookings could still arrive in waves.

But at the moment, many businesses that spent years preparing for a World Cup windfall are still staring at half-empty reservation systems, waiting for the global football celebration they were promised to finally show up.