FIFA's miscalculation

With less than a month to go before the opening ceremony, many cities hosting the 2026 World Cup are facing the risk of low visitor numbers: hotels are struggling to fill rooms, and thousands of tickets remain unsold.

Cristiano Ronaldo - the star of the Portuguese national team with 6 World Cup appearances. Photo: Pedro Nunes/Reuters .

The 2026 World Cup is considered the biggest football festival in history, taking place in 16 cities across North America with 48 teams and 104 matches. However, its grand scale doesn't necessarily translate into real appeal, as the exorbitant prices of tickets and hotels are becoming a barrier for many fans.

Nevertheless, the International Football Federation (FIFA) insists that overall ticket sales remain very positive. A spokesperson for the organization said that more than 5 million tickets have been sold and tickets will continue to be sold on a first-come, first-served basis until the end of the tournament, according to Newsweek.

FIFA President Gianni Infantino revealed that the 2026 World Cup has already received 500 million ticket requests – 10 times the total number of requests for the two previous World Cups combined. He acknowledged that some tickets are very expensive, but FIFA still offers more "accessible" ticket categories.

However, the market reality presented a less vibrant picture than expected. Ticket prices for many matches dropped sharply, with some group stage matches falling below $100 per ticket (approximately 2.6 million VND), yet more than 1,000 tickets remained unsold.

Attention also focused on the exorbitant prices of tickets for the matches. When asked about the fact that tickets for the US team's opening match against Paraguay cost up to $1,000 (approximately 26 million VND), US President Donald Trump frankly replied: "I wouldn't buy them either, honestly."

Not only are tickets struggling, but the hotel market in the host cities is also faltering. According to the American Hotel and Lodging Association (AHLA), 80% of hotels surveyed reported lower bookings than initially anticipated. The organization suggests that FIFA reserved too many room blocks, but actual demand is not matching.

In Houston, bookings have only increased slightly, by about 9-11% compared to normal. One local hotel admitted they had thought they would be fully booked by this time.

In Seattle, the situation is no better, with one hotel reporting a 7% drop in occupancy in June compared to the same period last year. The hotel owner called this "disappointing."

FIFA President Gianni Infantino revealed that the 2026 World Cup has already received 500 million ticket requests – 10 times the total number of requests for the previous two tournaments combined. Photo : Image Images / Reuters.

In Atlanta, an Airbnb host even posted a video lamenting that his apartment near the stadium hadn't received any bookings for World Cup matches.

In Canada, the tourism industry remains optimistic despite high airfares and a lack of a booking boom. Meanwhile, host cities in Mexico such as Mexico City, Guadalajara, and Monterrey have seen soaring room rates, but as of early spring, only about 25-30% of rooms had been sold.

Hotel prices across all 16 host cities have surged. According to FCM Consulting, 13 out of 16 cities recorded at least an 80% increase in room rates compared to the same period last year. Guadalajara saw the sharpest increase: rooms that previously cost around $90 per night are now priced at over $500 .

In the US, Boston is the most expensive market with an average price of around $611 per night (approximately 16 million VND), while Houston is the most affordable but still at over $200 per night (approximately 5.2 million VND).

Among the cities with the most tickets still unsold, Atlanta leads with over 5,000 tickets, followed by Philadelphia, Los Angeles, and the San Francisco Bay Area.

The 2026 World Cup is also controversial as FIFA is implementing "dynamic pricing" for the first time – a mechanism where ticket prices fluctuate based on actual demand. Group stage tickets start at $60 (approximately 1.5 million VND), while the top-tier tickets for the final could reach $6,730 (approximately 177 million VND). Many argue that the World Cup is gradually becoming a playground only for those with sufficient financial means.

Nevertheless, experts believe the tournament's intensity could explode in the knockout stage. If teams with large fan bases like Argentina, England, or France advance far in the tournament, demand for travel and hotel bookings could surge at the last minute.

The 2026 World Cup will open on June 11th with a match between Mexico and South Africa, before concluding on July 19th.

Source: https://znews.vn/toan-tinh-sai-lam-cua-fifa-post1655167.html