U.S. Retailers Fear FIFA World Cup May Not Produce Expected Bonanza

BusinessRetailU.S. Retailers Fear FIFA World Cup May Not Produce Expected BonanzaByMark Faithfull,Contributor.Forbes contributors publish independent expert analyses and insights. Mark Faithfull is London-based and covers retail and real estate Follow AuthorMay 21, 2026, 07:53am EDTMay 21, 2026, 07:54am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.The FIFA World Cup 2026 was supposed to drive retail and hospitality sales but it may not play out like that. (Photo by Michael Regan - FIFA/FIFA via Getty Images)FIFA via Getty ImagesThe 2026 FIFA World Cup is coming to America but what was supposed to be a once-in-a-generation windfall, with millions of international visitors, sold-out hotels, packed bars and a merchandising boom stretching from Inter Miami CF jerseys to beer sales in airport terminals, is in danger of falling flat.FIFA’s expanded format will bring 104 matches to the U.S., Canada and Mexico, with the majority hosted in the United States.Tourism Economics estimates that 1.24 million international visitors will travel to U.S. host cities, generating roughly $6.4 billion in tourism spending, while overseas visitors are expected to spend on average more than $5,000 during trips lasting close to 12 days. But the retail and hospitality economy that expected a straightforward bonanza is worrying that the World Cup may produce winners and losers in equal measure.The first surprise has been hotel demand. In recent weeks, FIFA has released thousands of previously reserved hotel rooms back after bookings failed to meet expectations. According to the American Hotel & Lodging Association, nearly 80% of hotel operators in U.S. host cities said reservations are running behind forecasts. Several factors are suppressing international travel demand. Airfares remain high, the strong U.S. dollar has made America more expensive for overseas fans, and visa concerns have created friction for trave...