From 440,000 Won to 5.93 Million Won: Tourists Stay Away as New York Hotel Prices Soar and 'World Cup Boom' Fizzles Out

With the 2026 North and Central America World Cup approaching, hotel reservation rates in New York, USA-an industry that had been anticipating a special boom-have been found to be sluggish. Even with only seven weeks left until the tournament kicks off, the so-called 'World Cup effect' has yet to materialize in a significant way.

According to Bloomberg News on April 24 (local time), hotel reservation rates in New York for the World Cup period, from June 13 to July 19, have reached only 18%. This is even lower than the 26% recorded during the same period a year ago.

Downtown New York City, USA. Photo by Pexels

원본보기 아이콘

According to the report, New York's hotel industry has for years viewed this World Cup as an opportunity to attract visitors who would drive large-scale consumer spending. However, with the opening now just around the corner, the much-anticipated 'World Cup boom' remains limited.

Other host cities, including Boston in the United States and Vancouver and Toronto in Canada, have also seen weaker reservation trends compared to last year.

Chris Nassetta, CEO of Hilton Worldwide Holdings, stated at the recent Semafor Global Economic Conference, "World Cup demand is not as strong as expected."

Still, there is a possibility that reservations will increase as the tournament draws nearer. The ongoing trend of 'experiential consumption' centered around major events such as concerts by American singer Taylor Swift is also seen as a positive factor.

However, the current pace of reservations continues to fall short of expectations. FIFA President Gianni Infantino remarked last year that the 104 matches of the World Cup would generate an economic impact equivalent to "104 Super Bowls."

The photo is not related to the specific content of the article. FIFA

원본보기 아이콘

There is also analysis that the burden of accommodation costs is restricting demand. For example, at the Hampton Inn Carlstadt hotel near MetLife Stadium in New Jersey, the room rate on the night before the final exceeds $4,000 (about 5.93 million won), but falls to around $300 (about 440,000 won) just one week later. This represents more than a 13-fold increase compared to regular rates. Likewise, hotels near Times Square in Manhattan have prices during this period that are more than double compared to after the tournament ends.

High transportation costs are also a burden for tourists. New Jersey Transit has set round-trip train fares at $150 (about 220,000 won) during the tournament, and shuttle bus fares are around $80 (about 120,000 won).

In addition, delays in visa issuance, the strong dollar, and a reduction in flights from Asia and South America have all contributed to a slowdown in the influx of overseas fans. The U.S. Travel Association recently expressed concerns in a statement that increased visa fees and stricter entry screenings could dampen World Cup tourism demand.

In response to these circumstances, New York City has moved to require hotels to disclose additional fees in advance in an effort to reduce inconvenience for tourists.

The key question is how much last-minute booking demand will increase just before the tournament begins. FIFA President Gianni Infantino commented, "Ticket demand is at an unprecedented high," adding, "Spectators will, in the end, need a place to stay."

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.