The U.S.’ Own Goal: Why World Cup Expectations Deflated
World Cup host cities were promised a once-in-a-generation tourism surge. The lift is real, but some cities’ results are well below expectations.
The World Cup was supposed to be a major windfall for Valerie Nozick. An Airbnb host for a property 45 minutes from Seattle’s Lumen Field, Nozick posted room rates triple her usual price, expecting soccer fans to snap them up.
And then she waited. And waited.
Nozick finally slashed rates two months ago when she had no reservations for tournament dates. Bookings have since jumped, largely from regular summer travelers — not the international-heavy World Cup crowd she had been expecting.
“It’s a shame. As a soccer fan, I’m incredibly excited that the World Cup is coming here, but the hype hasn't met the reality,” Nozick said.
The U.S. travel industry had been banking on soccer fans to boost inbound tourism figures after a 2025 downturn. FIFA President Gianni Infantino had likened the tournament — which takes place in 16 host cities in the U.S., Mexico, and Canada between June 11 and July 19 — to 104 Super Bowls, with
skift.
