TEXAS — Hotel bookings across U.S. host cities for the upcoming FIFA World Cup are falling short of expectations, according to a new survey, raising concerns among local leaders in North Texas who are preparing for a major influx of visitors during the 39-day tournament.
AT&T Stadium, which will be referred to as Dallas Stadium during the tournament, is scheduled to host nine FIFA World Cup matches. North Texas leaders estimate 3.8 million people will visit the region for games and related events, generating more than $2 billion in revenue.
“Maybe a little bit less sales tax revenue than we had anticipated, but we can still anticipate a big bump in our sales tax revenue for the summer,” said Dallas City Council member Chad West.
The concerns stem from a survey conducted by the Hotel and Lodging Association, which gathered responses from all 11 U.S. host markets. According to the survey, each market reported hotel booking paces below expectations.
The report found that 70% of hotel respondents in Dallas and Houston said booking levels for June and July were comparable to typical summer seasons.
“We’re going to see a little bit less than we expected, and I do think that’s a possibility,” West said.
Several factors may be contributing to the slower-than-expected bookings, including high ticket prices for matches and concerns about international travel to the United States.
FIFA President Gianni Infantino has defended ticket pricing amid criticism from fans.
North Texas soccer fan David Pinilla said he still plans to attend matches in Texas and elsewhere, though he acknowledged the price tag.
“They’re like rent, mortgages payments, honestly,” Pinilla said.
West also acknowledged that ticket costs may be affecting attendance.
“Ticket prices for FIFA are quite a bit higher than we expected,” he said.
Some experts also point to geopolitical concerns, including U.S. immigration policies and broader anti-American sentiment abroad, as possible reasons some international travelers may be hesitant to attend.
“It just may mean that we have more local travelers as opposed to, you know, people coming intrastate to come here or internationally,” West said.
The hotel survey did not account for short-term rentals, which could offset some lodging concerns as visitors seek alternatives to traditional hotels.
Even with uncertainty surrounding bookings, Dallas leaders remain optimistic that local businesses and residents will benefit from the global event.