A new study from the U.S. Travel Association suggests the 2026 FIFA World Cup could deliver substantial booking opportunities and travel spend, with international visitors planning per-person spending of more than $5,000, roughly 1.7 times higher than typical international trips to the U.S.
But the research also flags significant obstacles: safety concerns and visa policy uncertainty could limit America’s ability to convert interest into actual arrivals, according to the analysis, which surveyed soccer fans across 10 key markets in North America, Europe, and Latin America.
The upside for travel planners is substantial. One in three World Cup visitors intend to stay longer than two weeks, and more than 80% expressed interest in visiting destinations beyond gateway cities — a signal that bookings could extend well beyond major metropolitan areas and stadium proximity. That geography opens commission opportunities across diverse market tiers.
The downside is murky. Approximately one-third of respondents expressed concern over two visa policies not yet implemented: 34% cited worries about increased visa application fees, and 32% flagged proposed social media requirements for the Electronic System for Travel Authorization (ESTA). While those policies haven’t been enacted, the perception alone is suppressing interest, the study indicates.
Safety also emerged as a top concern among potential visitors, despite $600 million in homeland security investment for the tournament.
Geoff Freeman, president and CEO of the U.S. Travel Association, called the data “a championship moment” but emphasized that converting demand into arrivals depends on policy clarity and coordinated messaging about entry processes and security.
The tournament is weeks away. Travel advisors eyeing World Cup season should begin advising clients on visa pathways and timeline now: Uncertainty in messaging could suppress bookings even as pent-up demand exists.
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