US soccer tourism surge: How the 2025 Club World Cup is setting the stage for the 2026 FIFA World Cup

FIFA has big plans for North America, and those appear to be bearing fruit. Demand indicators and accommodation pricing are climbing across all the host cities, marking some of the highest forecast prices of 2025 in three major metro areas. 

This is great news for both the sport’s growth and the hospitality market, as Canada, Mexico and the US prepare to host international games during the World Cup.  

A new tournament format appeals to a growing US fan base

The 2025 Club World Cup has expanded to 32 teams across eight different groups, featuring European powerhouses alongside US teams like the Seattle Sounders and Inter Miami, led by the Argentine megastar, Lionel Messi. 

While it may lack the prestige of say the Champion League or Copa Sudamericana, this is a huge opportunity for the growing legion of fans in the US to see global superstars compete on home turf. 

Soccer’s rise in the US has been dramatic. Once struggling for recognition, it has surged in popularity as one of the fastest growing sports in the US and is now chasing at the heels of what are traditionally seen as the ‘Big Four’ of the National Football League (NFL), Major League Baseball (MLB), the National Basketball Association (NBA), and the National Hockey League (NHL). 

Gallup found that soccer has surpassed hockey in viewing interest, with 5% of Americans listing it as their favorite sport.

Among 18-29-year-olds, soccer is even more popular than baseball, highlighting its growing foothold in the US sports landscape. And that growth is opening up opportunities for other industries, as we will see with hotel pricing.

The surge in soccer’s popularity is driving strong hotel room pricing performance in host cities

The demand surge is evident across Club World Cup host cities.

While there is still some variation, advertised rates have grown for standard hotel rooms in host cities during the tournament compared to 2024 actualized rates in all 11 host cities. This ranges from:

•  +5% in Nashville, which has one of the smallest schedules and stadiums

•  +39% in Philadelphia, which is home to eight games at Lincoln Financial Field, with its capacity of 69,000 

Comparing these rates to the average actualized and advertised rates across the entire year shows how significant the tournament’s impact will be on several of these cities and the unique opportunity for local hospitality businesses to maximize their potential revenue. 

In Cincinnati, Philadelphia, and Seattle, average advertised prices during the tournament are at least 33% higher than 2025’s overall annual rates. Seattle sees the most dramatic increase at +45%, fueled by matches featuring hometown team Seattle Sounders against European giants like Atlético de Madrid and Paris Saint-Germain.

For some hoteliers, the Club World Cup could be the biggest revenue driver of the year

Looking more closely at Cincinnati, Philadelphia, and Seattle – the cities seeing the biggest price increases – it’s clear just how significant the tournament’s impact is, even with four months still to go.

By using our daily forward demand indicator, we can track and compare real-time metrics like searches and hotel availability, revealing whether demand is trending up or down compared to the same time last year.

Charting those numbers out daily across June and July 2025 and we can clearly see the impact of the tournament as elevated demand correlates exactly with the period in which matches are being hosted. 

Across these three cities, YoY demand is massively higher in that key time period, peaking at +61% in Seattle, +62% in Cincinnati and +74% in Philadelphia. 

These demand surges have pushed up hotel room prices to their highest levels of 2025 in Philadelphia, Seattle, and Los Angeles, peaking at $320, $310, and $275 per night, respectively.

What could this mean for US hoteliers when the FIFA World Cup arrives in 2026?

Seattle and Cincinnati are renowned for their passionate fanbases. Neither team has ranked outside the top 10 MLS franchises for total attendance since Cincinnati was admitted to the league in 2021, with Seattle sitting pretty within the top three for the entirety of the last decade. 

This widespread enthusiasm, combined with the success of the Club World Cup, suggests a promising outlook for the 2026 FIFA World Cup, which will be co-hosted by the US, Canada, and Mexico.

While external factors like economic conditions will influence demand, the data suggests the hospitality industry in the sixteen host cities, eleven of which are within the US, should prepare for record-breaking travel numbers.

The Qatar 2022 World Cup drew just over a million visitors, but the US tournament is expected to far surpass Russia 2018, which saw 5 million visitors, including 2.9 million international tourists. 

With an expanded format and a projected game attendance of 5.5 million, the 2026 World Cup presents an unparalleled opportunity for hoteliers.

Maximize revenue with data-driven strategies

The impact of the 2025 Club World Cup on hotel demand and pricing is undeniable. As the 2026 FIFA World Cup approaches, hoteliers have an even greater opportunity to capitalize. 

However, every major event is unique, and without real-time demand and pricing insights, you’re making decisions in the dark, potentially leaving significant revenue on the table.

Lighthouse’s suite of market intelligence tools provides hoteliers with the data they need to make informed decisions. 

From tracking forward-looking demand indicators to monitoring competitor pricing and analyzing market trends, our tools empower you to act with confidence. 

The impact of the 2025 Club World Cup has already demonstrated the power of strategic pricing. Now, with 2026 on the horizon, leveraging data-driven insights will be the critical factor in capturing your share of the surge in soccer tourism.

To really maximize your earnings, and stay ahead of market shifts, Lighthouse provides the right insights at the right time, so your property can make the most of these unique demand-driving opportunities and thrive during soccer’s biggest moments.