The World Cup could revive US tourism – if America lets it
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As the FIFA World Cup 2026 kicks off across North America, the projected $17.2 billion economic windfall for the United States is facing immediate turbulence, with international visitors grappling with persistent visa hurdles, extensive border delays, and soaring costs. Despite expectations of millions of fans, the tournament's initial days are highlighting critical chinks in America's hospitality armor, risking a missed opportunity for a post-pandemic tourism rebound. The US, hosting 78 matches across 11 cities, is struggling to balance security protocols with a welcoming experience, leading to frustrations among fans and officials alike. This comes at a critical juncture for US tourism, which saw international arrivals decline by 5.5% in 2025 and is not expected to fully recover to 2019 levels until 2029. Reports indicate Scotland fans have had ESTA authorizations revoked, Iran's ticket allocations canceled, and a Somali referee denied entry, underscoring stringent and sometimes opaque entry policies, including expanded visa restrictions to 39 countries as of January 2026. Meanwhile, attending the World Cup is proving costly; average per-person expenses, including tickets subject to 'dynamic pricing', lodging, and local transit, are estimated at over $5,400, with hotel rates in host cities surging by as much as 328% in some instances. In response to mounting pressure, the US Department of State has introduced a $750 FIFA PASS for priority B1/B2 visa appointments, and a new pilot program offers expedited processing for an additional fee, though these do not guarantee approval. US Customs and Border Protection has deployed a dedicated World Cup Task Force and expanded staffing, but officials still warn of significant border wait times. The coming weeks will test whether these measures can smooth the entry process and salvage the fan experience, or if the dream of a massive tourism boost will remain just out of reach, leaving a lasting impact on America's global perception as a welcoming destination.