‘Evolution of expectation.’ Pierce County waiting to see World Cup tourism boost
AI-generated summary reviewed by our newsroom.
- Hotel demand not what was once expected in host cities.
- Local official noted short-term rentals were snapped up quickly.
- Local officials promote celebrations including the Puyallup Tribal Fan Zone kickoff.
A Pierce County tourism official calls it “the evolution of the expectation” when it comes to hotel bookings and tourism generated by FIFA World Cup visitors to the area.
Matt Wakefield is chief marketing and data officer for Visit Tacoma-Pierce County. He told The News Tribune in a June 9 phone interview, “There have been some adjustments in the forecast from FIFA and the local organizing committee in Seattle, and we’re playing to that sheet music right now.”
He added, “Hotels have not seen the demand that was originally forecasted materialize, and we’re just going along with what we see and making the most of it.”
He cautioned that complete hotel metrics to measure actual visits would not be in until after the games, “so we’re in the same boat as everyone else; hearing anecdotes, sentiment and speculation.”
In April it was reported that FIFA, the international soccer governing body, was pulling back on hotel reservations in World Cup host cities, including Seattle. The rooms typically are reserved for support staff, not fans, and FIFA has taken similar action ahead of previous World Cups, according to officials.
The American Hotel & Lodging Association reported in April that nationwide, “Despite more than five million tickets sold, this demand has not yet translated into strong hotel bookings.” The report cited FIFA as the source for number of tickets sold.
Boston, Philadelphia, San Francisco and Seattle are among the cities, “with nearly 80% of respondents reporting booking pace below expectations and behind a typical summer,” the report stated.
AHLA, based in Washington, D.C., is the largest hotel association in the United States, representing over 80% of all franchised hotels.
Anecdotally, Wakefield noted, short-term rentals that had adjusted early to higher pricing were snapped up quickly in early bookings, which then affected hotel bookings.
For now, he added that travel analysts are predicting that “prices will probably be up a little bit over the normal year, over a normal summer, but the occupancy might be about the same as a normal summer.”
Gas prices and the broader economic headwinds including recent layoffs are issues that could affect domestic turnout, while international fans could stay away over foreign travel/visa issues involving the U.S. government.
The Wall Street Journal reported June 8 that hotels in Canada and Mexico, also World Cup global hosts along with the U.S., already were benefiting with higher occupancy rates.
The AHLA report from April stated, “FIFA’s widespread room-block releases have amplified booking uncertainty, with cancellations hitting Boston, Dallas, Los Angeles, Philadelphia, Seattle and elsewhere – sometimes topping 70% of contracted inventory in affected markets. These blocks, secured months ahead, shaped hotels’ revenue forecasts, staffing plans, and preparations for World Cup-themed renovations or partnerships.”
Among the host cities, AHLA estimated that Kansas City, Missouri, would take the biggest hit, with “roughly 85-90% of respondents reporting booking pace below expectations and trailing a typical June or July.
The Kansas City Star reported June 8 that FIFA “originally requested local hotels to reserve tens of thousands of room nights for the duration of the tournament that were meant for just the organization,” only to later cancel a majority of its reservations in that city.
Comparatively, the Puget Sound region might remain a better draw for fans given its status as a tourist destination on its own merits.
Wakefield noted some in King County presumably will seek out different attractions or neighboring getaways, such as Mount Rainier and Olympic national parks.
“Those people who come, who travel a distance to see this, those people typically also go to national parks and things like that, so we’re pretty well situated down here in Pierce County,” he said.
“When it comes to other destinations around here in the Northwest, I don’t think we would trade places with anyone having what we do,” he added.
Tribe’s fan zone, glass scavenger hunt and national parks
Local officials now are promoting closer-to-home celebrations, including the Puyallup Tribal Fan Zone. The fan zone will have a kickoff celebration including a community parade and fireworks on June 12, in addition to watch parties throughout the tournament at Emerald Queen Casino.
Visit Tacoma-Pierce County officially launched “Art of the Game” this month, a glass-art soccer-themed scavenger hunt, and has created a micro-website of local attractions for visiting fans.
Meanwhile, The Puyallup Tribe is the first Native American Tribe to be Official Host City Supporter of the 2026 World Cup.
Tacoma City Council at its June 2 meeting issued a proclamation declaring June as “Fan Zone Month” for the city.
“This is a historic moment, not just for us but for the entire Western Washington,” Puyallup Tribal Chairman Bill Sterud said in remarks to council. “We all need to have a good time together now and then, and this is what this is all about. And we’re going to show this off the entire world.”
Wakefield touted the benefits of the tribe’s Fan Zone, noting, “We could benefit from being close enough that people can commute to the games if they’re here for the games, but far enough away that they can stay out of the madness.”
