2026 FIFA World Cup Expected to Boost North American Tourism
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 12 hours ago
0mins
Source: Yahoo Finance
- Event-Driven Spending: According to a William Blair report, the 2026 FIFA World Cup is expected to boost tourism and hospitality spending in North America, although the overall economic growth impact is limited, primarily benefiting leisure and hospitality sectors.
- Spectator Spending Trends: Data from the 2025 FIFA Club World Cup indicated that spending in stadium-area zip codes rose approximately 7% year-over-year during the event, driven largely by restaurant and bar expenditures, showcasing strong spectator demand for the tournament.
- Dynamic Ticket Pricing: While FIFA's dynamic pricing has pushed some ticket prices to record highs, several match prices have recently been lowered due to softened sales, reflecting market sensitivity and uncertainty regarding ticket demand.
- Market Performance Impact: Historical analysis shows that stock trading volumes tend to decline during World Cup matches, particularly in countries with strong football followings, and that World Cup-winning nations have historically outperformed global equities by an average of 5.5% in the month following the final.
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Analyst Views on MAR
Wall Street analysts forecast MAR stock price to fall
14 Analyst Rating
8 Buy
6 Hold
0 Sell
Moderate Buy
Current: 385.760
Low
269.70
Averages
314.26
High
370.00
Current: 385.760
Low
269.70
Averages
314.26
High
370.00
About MAR
Marriott International, Inc. is an operator, franchisor, and licensor of hotel, residential, timeshare, and other lodging properties under various brand names. The Company's segments include U.S. and Canada, Europe, the Middle East, and Africa (EMEA), Greater China, and Asia Pacific, excluding China. Its brand portfolio offers a range of brands and lodging offerings in hospitality. Its brands are categorized by style of offering: Classic and Distinctive. The classic brands offer time-honored hospitality for the modern traveler. The distinctive brands offer memorable experiences with a perspective, each of which is grouped into four tiers: Luxury, Premium, Select, and Midscale. Its hotel brands include JW Marriott, The Ritz-Carlton, The Luxury Collection, W Hotels, Marriott Hotels, Sheraton, Delta Hotels by Marriott, Marriott Executive Apartments, Courtyard, SpringHill Suites, City Express, Four Points Flex by Sheraton, citizenM, and others.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
2026 FIFA World Cup Expected to Boost North American Tourism
- Event-Driven Spending: According to a William Blair report, the 2026 FIFA World Cup is expected to boost tourism and hospitality spending in North America, although the overall economic growth impact is limited, primarily benefiting leisure and hospitality sectors.
- Spectator Spending Trends: Data from the 2025 FIFA Club World Cup indicated that spending in stadium-area zip codes rose approximately 7% year-over-year during the event, driven largely by restaurant and bar expenditures, showcasing strong spectator demand for the tournament.
- Dynamic Ticket Pricing: While FIFA's dynamic pricing has pushed some ticket prices to record highs, several match prices have recently been lowered due to softened sales, reflecting market sensitivity and uncertainty regarding ticket demand.
- Market Performance Impact: Historical analysis shows that stock trading volumes tend to decline during World Cup matches, particularly in countries with strong football followings, and that World Cup-winning nations have historically outperformed global equities by an average of 5.5% in the month following the final.
See More
Surge in Travel to Secondary Cities in Asia-Pacific
- International Visitor Growth: Vietnam welcomed nearly 21.2 million international visitors in 2025, setting a new record that underscores the country's increasing appeal in the global tourism market, particularly amid geopolitical tensions and rising costs.
- Domestic Travel Trend: According to Allianz Partners' survey, around 60% of respondents from China and India plan to travel domestically, a trend that is expected to boost visits to Tier 2 and Tier 3 cities, enhancing their tourism revenue and market visibility.
- Hotel Demand Recovery: Despite a drop in revenue per available room at Marriott's properties in India due to the Iran war, growth rebounded to double-digit numbers from May onwards, demonstrating the resilience and potential of the regional tourism market as travelers adjust their plans.
- Increased Investment Opportunities: With Tier 2 cities accounting for half of hotel transactions in India in 2024, although this share fell in 2025, the rise in high-quality deals is attracting investor interest in these markets, particularly in Japan and India, indicating strong demand for emerging markets.
See More
U.S.-Iran Interim Deal Boosts Stock Market to New Highs
- Market Highs: The stock market surged to new highs on Thursday following reports of an interim U.S.-Iran deal, reflecting investor optimism over reduced geopolitical risks, which positively impacted overall market performance.
- Dell's Strong Earnings: Dell Technologies saw its stock soar after reporting robust earnings, demonstrating the company's strong market performance and profitability, which further bolstered investor confidence in tech stocks.
- Improved Investor Sentiment: The positive market reaction to the U.S.-Iran agreement not only lifted stock indices but may also attract more capital into the market, fostering economic recovery and corporate investment.
- Geopolitical Impact: The interim deal between the U.S. and Iran could alleviate tensions in the Middle East, potentially bringing greater stability to global markets and enhancing investors' risk appetite.
See More
Portman Acquires Westin Peachtree Plaza in Atlanta
- First Investment Milestone: Portman Hospitality Fund I, LP has acquired the Westin Peachtree Plaza, a significant move marking the fund's inaugural investment in value-added 'big-box' hotels, with plans for comprehensive renovations and brand repositioning to unlock long-term value.
- Strategic Positioning: The 1,073-key hotel will remain under Marriott's management, and Portman aims to complete extensive renovations before Super Bowl LXII in 2028, enhancing its market competitiveness and customer appeal through upgraded guest rooms and public spaces.
- Portfolio Expansion: This acquisition expands Portman's hospitality portfolio to eight hotels across five major markets, with approximately $1.5 billion in assets under management, demonstrating its ongoing growth and potential in the U.S. market.
- Historical Legacy: The Westin Peachtree Plaza, originally designed by founder John C. Portman, Jr., serves as a landmark in Atlanta, and its acquisition not only honors the company's history but also lays the groundwork for future market opportunities.
See More
Airlines Warn of Immigration Policy Impact
- Industry Warning: Major U.S. airline and hotel groups have condemned the Trump administration's potential halt of customs and immigration processing at 'sanctuary city' airports, warning that such a move could have 'devastating' effects on the industry, particularly with the FIFA World Cup approaching, which is expected to draw millions of visitors.
- Policy Impact: Homeland Security Secretary Mark Mullin indicated that the government is considering stopping international flight processing in cities with lenient immigration policies, raising concerns about severe impacts on international flights, especially in major hubs like New York and Los Angeles.
- Operational Disruption Risk: Airlines for America warned that reducing Customs and Border Protection staffing at major airports would significantly disrupt airline and tourism operations, affecting traveler flow and international cargo transport, potentially leading to higher costs and inconveniences for airlines and travelers.
- Tourism Sector Damage: The U.S. Travel Association stated that implementing this policy would have 'devastating consequences' for communities reliant on international visitors, likely resulting in a significant downturn for hotels and tourism-related businesses, thereby impacting overall economic vitality.
See More
Immigration Policy May Impact International Flights
- Immigration Policy Controversy: Homeland Security Secretary Markwayne Mullin stated in a Fox News interview that if 'radical left Democrats' do not allow the government to enforce federal laws, international flights should not be processed, indicating a potential shift towards stricter immigration policies.
- Strong Industry Response: Major U.S. airlines and tourism groups warned that halting customs and immigration processing at 'sanctuary city' airports would have 'devastating' consequences for the industry and travelers, particularly with the upcoming international events.
- World Cup Approaching: Mullin's comments come just before the FIFA Men's World Cup, which is expected to bring millions of visitors to the U.S., Canada, and Mexico, raising concerns that such policies could disrupt the smooth operation of the event.
- Potential Operational Disruption: Airlines for America highlighted that reducing Customs and Border Protection staffing at major airports would significantly disrupt airline operations, traveler flow, and international cargo transport, potentially leading to a downturn in the industry.
See More
2026 FIFA World Cup Expected to Boost North American Tourism
- Event-Driven Spending: According to a William Blair report, the 2026 FIFA World Cup is expected to boost tourism and hospitality spending in North America, although the overall economic growth impact is limited, primarily benefiting leisure and hospitality sectors.
- Spectator Spending Trends: Data from the 2025 FIFA Club World Cup indicated that spending in stadium-area zip codes rose approximately 7% year-over-year during the event, driven largely by restaurant and bar expenditures, showcasing strong spectator demand for the tournament.
- Dynamic Ticket Pricing: While FIFA's dynamic pricing has pushed some ticket prices to record highs, several match prices have recently been lowered due to softened sales, reflecting market sensitivity and uncertainty regarding ticket demand.
- Market Performance Impact: Historical analysis shows that stock trading volumes tend to decline during World Cup matches, particularly in countries with strong football followings, and that World Cup-winning nations have historically outperformed global equities by an average of 5.5% in the month following the final.
See More
Surge in Travel to Secondary Cities in Asia-Pacific
- International Visitor Growth: Vietnam welcomed nearly 21.2 million international visitors in 2025, setting a new record that underscores the country's increasing appeal in the global tourism market, particularly amid geopolitical tensions and rising costs.
- Domestic Travel Trend: According to Allianz Partners' survey, around 60% of respondents from China and India plan to travel domestically, a trend that is expected to boost visits to Tier 2 and Tier 3 cities, enhancing their tourism revenue and market visibility.
- Hotel Demand Recovery: Despite a drop in revenue per available room at Marriott's properties in India due to the Iran war, growth rebounded to double-digit numbers from May onwards, demonstrating the resilience and potential of the regional tourism market as travelers adjust their plans.
- Increased Investment Opportunities: With Tier 2 cities accounting for half of hotel transactions in India in 2024, although this share fell in 2025, the rise in high-quality deals is attracting investor interest in these markets, particularly in Japan and India, indicating strong demand for emerging markets.
See More
U.S.-Iran Interim Deal Boosts Stock Market to New Highs
- Market Highs: The stock market surged to new highs on Thursday following reports of an interim U.S.-Iran deal, reflecting investor optimism over reduced geopolitical risks, which positively impacted overall market performance.
- Dell's Strong Earnings: Dell Technologies saw its stock soar after reporting robust earnings, demonstrating the company's strong market performance and profitability, which further bolstered investor confidence in tech stocks.
- Improved Investor Sentiment: The positive market reaction to the U.S.-Iran agreement not only lifted stock indices but may also attract more capital into the market, fostering economic recovery and corporate investment.
- Geopolitical Impact: The interim deal between the U.S. and Iran could alleviate tensions in the Middle East, potentially bringing greater stability to global markets and enhancing investors' risk appetite.
See More
Portman Acquires Westin Peachtree Plaza in Atlanta
- First Investment Milestone: Portman Hospitality Fund I, LP has acquired the Westin Peachtree Plaza, a significant move marking the fund's inaugural investment in value-added 'big-box' hotels, with plans for comprehensive renovations and brand repositioning to unlock long-term value.
- Strategic Positioning: The 1,073-key hotel will remain under Marriott's management, and Portman aims to complete extensive renovations before Super Bowl LXII in 2028, enhancing its market competitiveness and customer appeal through upgraded guest rooms and public spaces.
- Portfolio Expansion: This acquisition expands Portman's hospitality portfolio to eight hotels across five major markets, with approximately $1.5 billion in assets under management, demonstrating its ongoing growth and potential in the U.S. market.
- Historical Legacy: The Westin Peachtree Plaza, originally designed by founder John C. Portman, Jr., serves as a landmark in Atlanta, and its acquisition not only honors the company's history but also lays the groundwork for future market opportunities.
See More
Airlines Warn of Immigration Policy Impact
- Industry Warning: Major U.S. airline and hotel groups have condemned the Trump administration's potential halt of customs and immigration processing at 'sanctuary city' airports, warning that such a move could have 'devastating' effects on the industry, particularly with the FIFA World Cup approaching, which is expected to draw millions of visitors.
- Policy Impact: Homeland Security Secretary Mark Mullin indicated that the government is considering stopping international flight processing in cities with lenient immigration policies, raising concerns about severe impacts on international flights, especially in major hubs like New York and Los Angeles.
- Operational Disruption Risk: Airlines for America warned that reducing Customs and Border Protection staffing at major airports would significantly disrupt airline and tourism operations, affecting traveler flow and international cargo transport, potentially leading to higher costs and inconveniences for airlines and travelers.
- Tourism Sector Damage: The U.S. Travel Association stated that implementing this policy would have 'devastating consequences' for communities reliant on international visitors, likely resulting in a significant downturn for hotels and tourism-related businesses, thereby impacting overall economic vitality.
See More
Immigration Policy May Impact International Flights
- Immigration Policy Controversy: Homeland Security Secretary Markwayne Mullin stated in a Fox News interview that if 'radical left Democrats' do not allow the government to enforce federal laws, international flights should not be processed, indicating a potential shift towards stricter immigration policies.
- Strong Industry Response: Major U.S. airlines and tourism groups warned that halting customs and immigration processing at 'sanctuary city' airports would have 'devastating' consequences for the industry and travelers, particularly with the upcoming international events.
- World Cup Approaching: Mullin's comments come just before the FIFA Men's World Cup, which is expected to bring millions of visitors to the U.S., Canada, and Mexico, raising concerns that such policies could disrupt the smooth operation of the event.
- Potential Operational Disruption: Airlines for America highlighted that reducing Customs and Border Protection staffing at major airports would significantly disrupt airline operations, traveler flow, and international cargo transport, potentially leading to a downturn in the industry.
See More
