World Cup 2026 and the Question of Welcome

When FIFA awarded the 2026 World Cup to North America, the United States was expected to stand at the center of the spectacle. With 78 matches scheduled across 11 American cities — including every game from the quarterfinals onward and the final at MetLife Stadium — the tournament was projected to deliver an economic windfall on a historic scale.

Economists estimated that the event could generate tens of billions of dollars in economic activity, create roughly 185,000 jobs, and draw millions of international visitors to American airports, hotels and restaurants. The scale alone seemed unprecedented: 48 national teams, 104 matches and a month-long festival of sport expected to flood cities from Los Angeles to New York with fans.

But with the tournament now approaching, early indicators suggest the economic story may be more complicated than originally predicted.

International tourism to the United States declined in 2025 by more than 5 percent, according to federal travel data. That drop stood in contrast to the broader global trend. Worldwide travel demand increased over the same period, with tourists returning to Europe, Asia and Latin America in growing numbers. Yet the United States — which will host the majority of World Cup matches — moved in the opposite direction.

The reasons are varied, and none alone explains the shift. But together they point to a subtle change in the calculus international travelers make when choosing where to spend their time and money.

One factor is cost. Ticket prices for matches hosted in American cities are, on average, significantly higher than those in Canada or Mexico. For traveling supporters — who often attend multiple matches across different cities — the price difference can shape an entire itinerary. Fans deciding between a match in Los Angeles or one in Mexico City may simply follow the more affordable option.

Another factor is ease of entry. While citizens of many countries can visit the United States through the Electronic System for Travel Authorization, or ESTA, recent proposals to expand application requirements — including the submission of social media history — have raised privacy concerns among travelers from countries such as the United Kingdom, Japan and Australia. Immigration attorneys say even the perception of additional scrutiny can influence travel decisions, especially when alternative host countries are nearby.

Meanwhile, Canada and Mexico — the tournament’s co-hosts — have emerged as attractive alternatives for many visitors. Cities such as Toronto and Vancouver will stage a smaller number of matches but have reported strong booking activity for the summer of 2026. In Mexico, the opening match will take place at the historic Estadio Azteca, a stadium synonymous with the sport’s history.

For international fans planning extended trips, the appeal is obvious. Flights may be cheaper, visas easier and accommodations less expensive. In a tournament that spans three countries, travelers have the flexibility to design their journeys accordingly.

Tourism economists note that the composition of visitors matters as much as the total number of attendees. International travelers typically spend far more per person than domestic tourists — sometimes four times as much — on hotels, dining and entertainment. If the World Cup audience skews more heavily toward American residents rather than overseas visitors, the overall economic impact could fall short of early projections.

There are also logistical challenges facing some host cities. Several municipalities have scaled back plans for large public fan festivals — outdoor viewing areas that, in past tournaments, have drawn hundreds of thousands of spectators without tickets. These gatherings often generate substantial spending in surrounding neighborhoods and help create the atmosphere associated with a global sporting celebration.

None of this means the tournament will fail. Far from it. The World Cup remains the largest sporting event on the planet, and stadiums across North America are expected to be full. The United States retains enormous advantages: a vast hospitality industry, modern infrastructure and cities capable of hosting millions of visitors.

Yet the broader significance of the tournament extends beyond the matches themselves.

Global sporting events function as moments of national introduction — opportunities for countries to shape how they are perceived abroad. When millions of people travel to a host nation, their experiences influence not only immediate tourism revenue but also future travel patterns and international reputation.

The last time the United States hosted the tournament, at the 1994 FIFA World Cup, the impact was transformative. That event generated record attendance and helped launch professional soccer in the country through the creation of Major League Soccer.

The 2026 edition, officially known as the 2026 FIFA World Cup, will be even larger — nearly twice as many teams and matches. In theory, it offers an opportunity to create an even more enduring legacy.

Whether that opportunity is fully realized may depend on factors that extend well beyond the field: the price of a ticket, the ease of crossing a border and, perhaps most importantly, the feeling visitors carry with them when deciding where they are most welcome.

As kickoff approaches in June, the world is preparing to travel. The question now is not whether fans will come to North America. It is how many of them will choose to spend their time on one side of the border rather than the other.