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before and after. Other markets experienced a modest positive impact relative to the strength experienced in Moscow.
Despite the St. Petersburg example, we expect the event to drive demand to all host markets, but that demand will not be evenly distributed. Gateway cities with strong international appeal, such as New York, Miami and Los Angeles, are positioned to see the most meaningful and consistent gains. These markets already attract global travelers, offer robust hospitality infrastructure and often serve as foreign travel destinations. Additionally, markets such as Atlanta and Dallas, with stellar global accessibility, will host the semifinals matches and should also experience strong gains.
IN THE SECONDARY In contrast, non-gateway cities
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with more limited tourism appeal may not see much impact at all. For example, Kansas City is scheduled to host six matches, primarily during the group stage— the preliminary tournament rounds. These games are spread out over several weeks, with up to seven days between matches; only two matches are within a three-day window. For markets with limited international tourism appeal and restricted regional connectivity, it is unlikely fans will travel to these locales in significant numbers unless they had prior plans to visit. Lodging demand will see short-term bumps around specific dates, but we do not expect any meaningful citywide impact or a sustained uplift. Fans of some countries are more inclined to travel than those of other nations. Additionally, some countries |
are more accessible to certain host cities than others and some countries’ fans have more disposable income to travel than others. As such, the composition of the member nations in each host city during group play and the subsequent tournament rounds will further drive the potential impact across each host city.
Adding to the uncertainty is the current U. S. political climate, which may have a dampening effect on international travel demand. Current policies and rhetoric surrounding visas, border control and general receptiveness to foreign visitors are all being closely watched, particularly by fans traveling from outside North America. If the perception of the U. S. as a welcoming destination remains strained, that may impact both attendance levels and length of stay, particularly in nongateway markets.
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Ultimately, the 2026 World Cup is best understood as not a single tourism event, but as 16 distinct ones: each city hosting its own version of the tournament with unique outcomes. Markets with global appeal and strong tourism infrastructure are poised to benefit the most, while others may experience only brief surges in activity tied to match days and media presence. |
32 hotelsmag. com Sept / Oct 2025 |