Hotels Thought the World Cup Would Bring Massive Crowds—Instead, Many Rooms Are Still Empty

For years, hotels across the U.S. prepared for the 2026 FIFA World Cup as if it would be one of the biggest tourism booms in recent history. Cities invested heavily. Hotels and renovated properties. Some operators even expected sold-out summers and sky-high room rates.

But now, with the tournament getting closer, many hotels are facing a reality they didn’t expect: rooms are still sitting empty.

According to a new report from the American Hotel & Lodging Association (AHLA), nearly 80% of hotels surveyed across World Cup host cities say bookings are tracking below original projections. In several cities, hotel demand is reportedly performing no better than a normal summer, and in some cases, even worse.

That’s a surprising shift considering how much excitement has surrounded the tournament for years.

Hotels Expected a Tourism Surge

The World Cup was expected to create a massive influx of visitors across North America, especially in the 11 U.S. cities hosting matches. On top of that, many in the travel industry also expected international tourism to surge because the U.S. is celebrating the 250th anniversary of the Declaration of Independence in 2026.

Instead, hotels say that anticipated demand hasn’t fully translated into actual bookings.

The AHLA survey, which included hotel operators and owners across host cities like Atlanta, Miami, Los Angeles, Kansas City, Seattle, New York City, and Dallas, found that many operators are recalibrating expectations altogether.

Kansas City appears to be one of the hardest-hit markets. Roughly 85% to 90% of hotel respondents there reported booking pace below projections and even below what they’d normally expect during June or July.

Meanwhile, cities like Boston, Seattle, Philadelphia, and San Francisco reportedly described the tournament as feeling more like a “non-event” from a hotel perspective following large FIFA room-block cancellations and softer international demand.

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FIFA Room Blocks Created False Optimism

One of the biggest issues hotels cite is FIFA’s room-block strategy.

Early on, FIFA reserved massive blocks of hotel rooms across host cities, creating what many hotels believed was an early sign of overwhelming demand. But according to the AHLA report, many of those room blocks were later released back into the market, leaving hotels scrambling to refill rooms they had expected would already be occupied.

That sudden shift created what the report called an “artificial early demand signal.” Now, many hotels are finding themselves with more inventory than expected, much closer to the event.

International Travelers Aren’t Showing Up Like Expected

Hotels say another major issue is the lack of international bookings. According to the survey, 65% to 70% of respondents across host cities blamed visa barriers, geopolitical concerns, and broader travel uncertainty for suppressing international demand.

The report also noted that many overseas travelers perceive traveling to the U.S. as becoming more expensive and more complicated. Concerns over visa wait times, airport screening, entry procedures, and the strength of the U.S. dollar are all reportedly contributing factors.

And for the hotel industry, international visitors matter a lot. Overseas travelers typically stay longer and spend more money than domestic tourists.

That’s why softer-than-expected international travel is creating concern across several host markets.

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Not Every City Is Struggling

There are still a few bright spots. Miami and Atlanta appear to be outperforming many other host cities. About 55% of hotel respondents in Miami reported booking pace ahead of expectations, while Atlanta hotels benefited from strong air connectivity, team base camps, and diversified tourism demand.

But those stronger-performing markets seem to be the exception rather than the rule. Only about 25% to 30% of host markets are currently seeing meaningful incremental demand from the World Cup itself.

Related: 19 Best Thrift Stores in Atlanta

Travelers May Actually Benefit

Ironically, the slower-than-expected booking pace could end up benefiting travelers. For years, many fans assumed World Cup travel in the U.S. would become outrageously expensive or nearly impossible to book. But if current trends continue, travelers may actually have more hotel options and potentially better prices than originally expected.

The AHLA is even encouraging consumers to book now while inventory remains available. And while FIFA continues to project record attendance and insists demand remains “unprecedented,” hotels across many host cities are clearly seeing a more complicated picture behind the scenes.

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