With less than a month until the 2026 FIFA World Cup kicks off, several host cities across North America are confronting an unexpected challenge. Hotel rooms remain unfilled, thousands of tickets are still available, and expectations of a tourism boom have yet to fully materialize.

The tournament is set to be the largest World Cup ever, spanning 16 cities across North America, featuring 48 national teams and 104 matches. Yet despite the event’s historic scale, some destinations are reporting softer-than-expected demand as fans grapple with rising travel costs, expensive accommodations, and premium ticket prices.

Still, FIFA insists overall interest remains exceptionally strong.

A spokesperson for FIFA said, “Ticket sales for the FIFA World Cup 2026 remain strong with a high degree of interest for all matches. More than 5 million tickets have already been sold, and tickets will continue to be made available on a first-come first-served basis at fifa.com/tickets until the end of the tournament as part of the Last-Minute Sales Phase.”

FIFA Defends Strong Ticket Sales

Ticket pricing has been a major talking point throughout the lead-up to the tournament. During the FIFA Congress in Vancouver, FIFA President Gianni Infantino addressed growing scrutiny surrounding sales and affordability.

“There were many discussions about the ticketing of the (FIFA) World Cup.”

“We had 500 million ticket requests,” he said. “In the last two (FIFA) World Cups together, we had 50 million ticket requests. Here, 500 million. We sold 100 percent of the inventory that we put on the market, which is more or less 90 percent of the global inventory so far.”

Infantino added “There are expensive tickets, yes, but there are also affordable tickets.”

Despite those assurances, resale markets are telling a more complicated story. Prices for certain group-stage matches have fallen significantly, with some tickets selling for under $100 and large inventories still available in several cities.

Economic Expectations Meet Reality

The 2026 World Cup has long been promoted as a major economic opportunity for North America. Organizers projected significant spending from international visitors, while the tournament also aligns with celebrations surrounding America’s 250th anniversary.

However, early indicators suggest the expected surge in travel may be arriving more slowly than anticipated.

Across the 16 host cities, unsold ticket inventory remains concentrated in a relatively small number of lower-demand matches. Meanwhile, attention continues to focus on whether pricing has discouraged some fans from attending.

Even Donald Trump weighed in after being asked about tickets for the United States’ opening match against Paraguay.

“I wouldn’t pay it either, to be honest with you,” he said.

Hotels Report Softer Than Expected Bookings

According to a recent report from the American Hotel and Lodging Association, 80 percent of surveyed hotels reported booking levels below their original forecasts.

Industry leaders argue that room demand projections may have been overstated.

Rosanna Maietta, President & CEO of AHLA, said in a statement in the report “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,” adding “A range of factors have tempered early optimism, though forward indicators show there is still meaningful opportunity ahead.”

Houston Sees Growth, But Not A Surge

In Houston, hotel demand has increased, but not at the levels many expected.

Michael Heckman, the President and CEO of Houston First Corporation, said that “Typically for this time of year, booking into June, right now we’re seeing about a 9 percent increase over what we normally see around this time. And that is about 11 percent in July.”

The director of the Lancaster Hotel in Houston offered a similar assessment.

“We were expecting full occupancy, thinking we would be sold out by now.”

Seattle Hotels Express Frustration

Seattle businesses are facing similar challenges.

According to local reports, occupancy rates at The State Hotel are running below last year’s levels despite the approaching tournament.

Anne Johnson, the hotel owner, described the situation as “frustrating,” and said she expected occupancy to be “a bit higher than it is right now.”

Atlanta Property Owners Left Waiting

In Atlanta, some accommodation providers say World Cup demand has yet to arrive.

One Airbnb owner, posting on TikTok under the account @omosblack, said his property had not received a single World Cup booking despite being located close to the stadium and typically attracting steady reservations.

Canadian Cities Remain Hopeful

While ticket prices remain a concern, tourism officials in Canada continue to express confidence about visitor numbers.

Kelly Jackson, Toronto’s vice president of destination development, said hotels are expected to reach roughly 80 percent occupancy during June and July. Officials have also reported increased bookings from individual travelers compared with the same period last year.

However, broader global conditions may be affecting travel plans.

McKenzie McMillan, the managing partner at the Travel Group in Vancouver, told KUOW that “Unfortunately this World Cup is happening at a time of global upheaval, so that’s definitely working against each one of these cities and their hotels,” citing the Iran war and political tensions between the U.S. and Canada.

Mexico Experiences Mixed Results

Mexico’s three host cities, Mexico City, Guadalajara, and Monterrey, have also seen uneven demand patterns.

According to local reports, hotel occupancy in early spring stood between 25 and 30 percent. Despite the relatively modest figures, Javier Puente Garcia, president of the Mexico City Hotel Association, expressed little concern, noting that many travelers traditionally wait until closer to major events before making reservations.

Hotel Prices Continue To Climb

While demand remains inconsistent, prices have surged.

A report from FCM Consulting found that 13 of the 16 host cities experienced year-over-year hotel rate increases of at least 80 percent.

Guadalajara recorded one of the sharpest jumps. Rooms that averaged around $90 per night last summer are now being listed for approximately $511.

Among U.S. host cities, Boston currently carries the highest average nightly hotel rate at $611, while Houston remains one of the most affordable markets at approximately $205 per night.

Ticket Availability Remains High In Several Cities

Several host cities still have substantial ticket inventories available.

Atlanta leads with more than 5,000 tickets reportedly still on the market. Philadelphia, Los Angeles, and the San Francisco Bay Area also continue to show more than 4,000 available tickets each.

These figures have fueled debate about whether the tournament’s pricing model is limiting broader fan participation.

FIFA Responds To Pricing Criticism

The 2026 World Cup has become the most expensive edition in tournament history.

Last year, FIFA confirmed it would introduce dynamic pricing for the first time. The system adjusts ticket prices according to demand, a move that drew criticism from supporters.

A FIFA spokesperson defended the approach, saying “FIFA is focused on ensuring fair access to our game for existing and prospective fans, and offered group stage tickets to the general public starting at USD 60 for all matches, including the final, reflecting a very competitive price point for a major global sporting event in the U.S.”

“FIFA’s pricing strategy spans a broad range of price points and categories, reflecting market demand for each match, and tickets have been released across sales phases, such as Category 4 at the most accessible price point,” they added.

The organization also emphasized its nonprofit structure.

“Revenue generated from the FIFA World Cup every four years is reinvested to support the development of men’s, women’s and youth football across all FIFA 211 member associations, every day of the year,” the spokesperson said.

Knockout Rounds Could Change Everything

Industry analysts believe demand may accelerate dramatically once the tournament progresses into the elimination rounds.

Didio Pequeno, the director of hospitality market analytics for Northeast and Midwestern U.S. for CoStar Group, said “As we get into the knockout stages…when you think about those larger teams like Spain, Argentina, England, France that have these massive fan bases, if they advance into the knockout stages and really go far, then we’re going to see a lot of travelers spending more money on hotels and travel, and that will benefit World Cup performance and hotel performance in general,” he said.

For now, host cities are waiting to see whether a late surge in bookings and ticket purchases will arrive as the opening whistle approaches.

World Cup Countdown Begins

The 2026 FIFA World Cup opens on June 11 with Mexico facing South Africa. The tournament will run through July 19, when the championship match crowns the next world champion.