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NEW YORK — With the 2026 North American World Cup just over a month away, concerns are mounting over a potential "chilly" reception in the United States, as hotel reservation rates in host cities fall significantly short of expectations.

According to a survey conducted by the American Hotel & Lodging Association (AHLA), approximately 80% of member hotels in the 11 U.S. host cities—including New York and Los Angeles—reported that their booking rates for June and July are lower than initially projected.

Barriers to Entry: Visas and Costs
The AHLA report identifies several "red flags" deterring international fans. About 65% of respondents pointed to stringent visa requirements and geopolitical risks as primary deterrents.

Beyond administrative hurdles, the "sticker shock" of attending the tournament is weighing heavily on fans. Skyrocketing ticket prices, predatory practices in the resale market, and the high cost of domestic transportation within the U.S. have cooled the initial fervor for the global event.

"While various factors have led to performance below our initial targets, there is still a window of opportunity," said Rosanna Maietta, President and CEO of the AHLA. She urged both the U.S. government and FIFA to foster a more "welcoming atmosphere" for international visitors.

Conflicting Outlooks
The sluggish hospitality data stands in contrast to the rhetoric from political and sports leadership. President Donald Trump has frequently promoted the tournament as a landmark event for the country, yet he has remained firm on maintaining "rigorous visa screenings" for all incoming spectators, citing security concerns.

Meanwhile, FIFA President Gianni Infantino attempted to downplay the concerns. In ongoing discussions with hospitality stakeholders, Infantino emphasized that the tournament is seeing "unprecedented demand," noting that over 5 million tickets have already been sold.

The 2026 World Cup, co-hosted by the U.S., Mexico, and Canada, is set to begin on June 11 in Mexico City, with the grand finale scheduled for July 19 in New Jersey. Whether the "World Cup fever" will finally catch fire in the U.S. hospitality sector remains to be seen as the clock ticks down.

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