I recognize it's not a controversial, unique or particularly new opinion to note that the 2026 FIFA World Cup is going to be hugely impactful for the U.S. hotel industry.
CoStar News Hotels' own Trevor Simpson has already done a good bit of reporting ahead of the event as hoteliers and fans alike await the results of an early December draw to see which teams are playing when and where. The competition will be the largest field in World Cup history and will be spread out across North American markets. The boost to tourism should be relatively widespread if all goes as planned, but it does still seem like a dark cloud might be hanging over the proceedings.
We are currently mired in what's now a yearslong down period for inbound international travel to the U.S., and many are hopeful that the World Cup and the near-rabid fandom it inspires in some could be just the shot in the arm this country broadly needs to counteract that.
But I continue to hear from those I know around the globe a general mix of reluctance, apprehension and perhaps outright fear at the prospect of coming to the U.S.
So the question becomes "Which will win out: the irresistible force or the immovable object?"
We've all seen in recent years just how massive of a force sports tourism has grown to be, and it's hard to argue there's really any sport or broad event that inspires more of the kind of passion and dedication seen in international soccer. Because of the wider field — a record 48 teams — there could be a great many fans for whom this could be their first opportunity to see their nation compete in the World Cup.
But there are plenty of reasons for travelers to talk themselves out of a big, expensive trip to the U.S., particularly after they've been inundated with images of travel chaos during the now-ended government shutdown.
For what it's worth, the persistent optimism of the hotel industry seems to believe that the side of positivity will win out. During recent earnings calls, the World Cup was repeatedly cited as a reason to expect a relatively stronger 2026. Marriott International's Chief Financial Officer and Executive Vice President of Development Leeny Oberg projected "30 to 35 basis points to full-year global RevPAR growth" due to World Cup hotel demand.
In the end, only time and performance data will tell, but I shudder to think of just how dreary things can get if World Cup results end up underwhelming for the hotel industry.
Let me know what you think on LinkedIn or via email.
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