Why is FIFA struggling to generate World Cup demand?
From empty hotels to high ticket prices, officials are worried about the upcoming tournament
When the 2026 FIFA World Cup kicks off in June, it may be missing something important: fans. Several factors, including political unrest and high transportation costs, are causing host cities across the United States to worry that the presumed economic bump from the World Cup may not occur.
What did the commentators say?
Many were hoping the World Cup would provide a “triumphal turn in the international spotlight” but it is instead becoming a “case study in the local hazards of staging a spectacle at a moment of global disruption,” said Politico. Cooling forecasts are largely due to “ticket prices, inflation fears and anti-American sentiment,” said the Financial Times. Many hotels are reflecting this reality; room rates for game days in “Atlanta, Dallas, Miami, Philadelphia and San Francisco have dropped about a third from their peak earlier this year.”
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FIFA originally predicted the World Cup would give the U.S. a $30.5 billion economic boost. But the “demand has certainly not been at anywhere near that level,” Vijay Dandapani, the president and CEO of the Hotel Association of New York City, said to Forbes. International soccer fans were expected to provide a lifeline, as they typically “spend four times as much as domestic travelers,” said the outlet. But it is “unclear if foreign visitors will come in the numbers necessary to drive the promised economic boost.”
The White House’s “‘America First’ agenda and rhetoric have also fueled widespread perceptions that the country is unwelcoming,” said The Athletic, causing many international soccer fans to rethink their plans. The potential presence of immigration officers is worsening things for Europeans; the Trump administration’s immigration agenda has created “heightened anxiety about travel and attendance for both fans and teams,” said Politico. The tension is especially increased for Iran, as the ongoing war “has raised questions about whether that country’s squad will even play.”
Transportation has additionally played a role, especially in cities where the cost of living is higher. In Massachusetts, a game day train trip to the stadium near Boston will cost $80. In New Jersey, where the New York City-area games will be played, a ride will be $150; this is over an 11 times increase from the standard $12.90 train fare in New Jersey. FIFA is also charging an average of $175 for parking at most venues nationwide.
What next?
Trepidation over hosting the games in the U.S. “could be sufficient motivation” for global fans to “hold off until 2030, when the tournament will take place in Spain, Portugal and Morocco,” said the Financial Times. Amid growing tensions, the head of Norway’s soccer association has also called for Trump to be stripped of his recently awarded FIFA Peace Prize.
FIFA officials seem not to be too worried. The organization is “confident that the event will be a resounding success for everyone involved, all the participating teams, the fans from all around the world and the hosts,” FIFA spokesperson Bryan Swanson told Politico.
