The FIFA World Cup games return to the Americas this year, with Seattle’s hosted games predicted to add $929 million to their economy. The Emerald City will play host to six of the soccer games at Seattle Stadium, formerly Lumen Field, between June and July of 2026. In addition to county-wide financial impact, the games are expected to add or support 20,762 full-time and part-time jobs.
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Last year, the city began testing and preparations for this year’s games. FIFA World Cup qualification games featured Seattle’s own Sounders on the pitch, facing off against Atlético de Madrid, Paris Saint-Germain, River Plate and Inter Milan. More than 50,000 fans from across the world showed up for the hottest games in the city.
Events included a Guinness World Record-setting soccer lesson on the Seattle waterfront, where more than 1,000 fans participated. Visit Seattle contracted with Oxford’s Tourism Economics group for the preliminary economic impact study. As one of the 16 host cities in 2026, Seattle expects around 750,000 additional visitors to flood the Puget Sound region during the tournament. King County hopes 2026 will cement the area’s suitability for large sporting events.
FIFA World Cup
It’s been more than 30 years since the FIFA World Cup tournament was played on American shores. The 2026 championship is the largest in the tournament’s history, featuring 48 teams and 104 matches across 16 host cities, 11 in the United States.
Experts project $30.5 billion of economic impact in the U.S. “You think the Super Bowl is big?” Carlos Rodriguez Sr., executive chairman of Driftwood Capital, tells the magazine Hotel Business. “[The] Super Bowl is nothing compared to the World Cup. You need to grab a Super Bowl and multiply it times 10 or 15 to get to the World Cup.”
The tournament will run from June 11 to July 19, 2026. The World Cup could account for roughly 1 in 3 additional international visitors to the United States in 2026. It is expected to attract more than 1 million international visitors just to the United States. Some estimates go as high as 6 million.
Most estimates are cautiously optimistic, pointing to competing messages from the U.S. government. On the one hand, the White House introduced the FIFA Pass to speed up incoming Visa interview appointments for international visitors with purchased tickets. On the other hand, 19 countries, including several competing in the games, are under a travel ban. Reportedly, players are exempt from this ban, but fans are not.
While the final and most significant game of the World Cup will be played in New York New Jersey Stadium, Seattle’s Lumen Field will host major anchor matches, bringing in plenty of visitors. The stadium can hold between 67,000 and 72,000 spectators. Since the game draw announcement, hotel bookings have spiked.
Sports tourism explodes
According to the World Economic Forum’s Sports for People and Planet Insight Report published last month, sports tourism accounted for 10% of global travel expenditures in 2025. That makes it the fastest-growing segment of the global tourism industry. Travelers increasingly seek Instagram-worthy experiences over material possessions, and that has made so-called live tourism the new norm.
In 2024, concert tours, led by TaylorSwift, Beyoncé and Pink, sent fans scrambling across the country. This year, sports take the lead. The FIFA World Cup, the Super Bowl and the Olympics all drive significant upticks in visitors. Further, the Super Bowl demonstrated there is a significant market for high-end experiences, including player and coach meet-and-greets and post-game field access that run into the thousands.
Hotels brace for record bookings
Marriott predicts World Cup tourists will add $55 million to $65 million in hotel booking fees in 2026. The average stay for the tournament is around 12 days. However, some international visitors are expected to stay longer, possibly two to six weeks. Some want to see all of the matches, while others are complementing their travel itinerary with other cultural events and experiences.
Hotel prices jumped an average of 14.75% immediately after the group stage draw. Seattle proved one of the smallest increases, making it more desirable for budget-conscious travelers. Currently, hotel room prices during the game window range from $300-610 per night.
Seattle’s tourism explosion
Back in 2022, when the city was awarded host duties, Visit Seattle predicted all hotels within a two-hour drive of Seattle would be fully utilized during the tournament. As expected, Seattle has seen a jump of 385% more searches for hotel rooms and short-term rentals, targeted at June 19, when the second Seattle-hosted World Cup game is scheduled.
While the World Cup may be the most lucrative tourist event for the Emerald City in 2026, it’s far from the only significant one. Seattle Center Festál is a year-long celebration of all the heritages and cultures that unite to make the Pacific Northwest a unique, immigrant-founded community.
Right after the World Cup ends in July, Bite of Seattle returns. Hundreds of food and artisan vendors come together to celebrate the flavorful spirit of Seattle. Live professional chef demos and unforgettable musical performances make the weekend fun and exciting for all.
Bumbershoot is the most affordable and family-friendly music festival in the country. Children under 10 get in free, encouraging attendance by all ages. The Labor Day weekend event also features one of the most diverse lineups of musical artists and speakers every year.
Sept. 9 kicks off the NFL Football season, and the city is sure to be filled with plenty of enthusiastic fans of the 2026 Super Bowl Champion Seattle Seahawks. There’s no predicting what the future holds, but the team looks poised to have another big season, maybe even making a return to California for Super Bowl LXI.
As far as concerts go, in addition to the music festivals, Seattle welcomes Ed Sheeran, Doja Cat, Cardi B, Florence + The Machine and TWICE this year. Individually, they may not be as big a draw as Taylor Swift, but they will likely sell out some auditoriums.
No balls dropped
The 1994 World Cup, the last to be held in the U.S., was by far the most lucrative tournament to date. The 2026 games are already geared up to significantly dwarf that. After last year’s soccer success, Seattle hopes to continue to build their reputation as the place to be for popular events, sporting or otherwise. With more affordable hotel rooms, significant matches and a relaxed, culturally rich community, the Emerald City is ready to become the new crown jewel of United States tourism.
Karee Blunt is a nationally syndicated travel journalist and creator of the travel blog Our Woven Journey. Karee enjoys sharing what she learns about places she visits, including history museums, unique things to do indoors and out, one-of-a-kind festivals and upscale dining and accommodations. She is the mother of six kids, including four through adoption, and lives with her family in the Pacific Northwest.