The United States is poised to welcome an estimated five million international visitors during the upcoming World Cup, an event co-hosted with Canada and Mexico. This influx is seen as a crucial opportunity to reinvigorate the US tourism industry, which has faced a slump in international arrivals. Matches are scheduled across prominent tourist centres like New York, Los Angeles, and Miami, as well as less frequently visited cities such as Atlanta and Kansas City, offering a chance to showcase diverse American culture and attractions.
However, the potential tourism boost is currently overshadowed by a growing number of reports detailing visa difficulties, border delays, and escalating costs. The American Hotel & Lodging Association (AHLA) had previously noted sluggish hotel bookings, with 80% of host city respondents tracking below initial forecasts. While the AHLA identified a 'meaningful opportunity' for recovery, recent incidents suggest a less than 'welcoming and seamless experience' for international attendees, a key recommendation from the association.
Concerns have escalated following reports of travel permits being revoked for some international fans just days before the tournament. Furthermore, Iran has stated its entire ticket allocation was cancelled, with members of its national team encountering visa issues. Perhaps most strikingly, a Somali referee, Omar Artan, who was set to make history, was reportedly denied entry at the Miami border, while an Iraqi striker, Aymen Hussein, faced extensive questioning upon arrival in Chicago.
These incidents come at a time when US tourism is particularly in need of a boost. Data from the National Travel and Tourism Office indicated a significant drop, with four million fewer foreign visitors entering the US in 2025 compared to 2024. This decline has been linked to factors such as increased immigration crackdowns, stricter visa requirements, and enhanced social media screenings at borders, which appear to have deterred international travellers.
For UK travellers planning to attend the World Cup, or indeed any trip to the US, these developments underscore the importance of meticulous preparation. A standard Electronic System for Travel Authorisation (ESTA) is required for British citizens, costing $21 (approximately £17), allowing stays of up to 90 days. However, recent reports suggest that even approved ESTAs can be subject to unexpected revocation or scrutiny upon arrival. The Foreign, Commonwealth & Development Office (FCDO) advises all travellers to check the latest entry requirements well in advance and be prepared for potential delays or additional questioning at US ports of entry. Comprehensive travel insurance is highly recommended, covering not just medical emergencies but also trip cancellations or interruptions due to unforeseen travel complications, including visa issues or denied entry.
Beyond the football, cities like Atlanta offer attractions such as the Beltline, a 22-mile corridor featuring street art, bars, and parks, alongside the National Center for Civil and Human Rights. Kansas City boasts a vibrant jazz scene in the 18th & Vine district, with free entry to institutions like the Kemper Museum of Contemporary Art. While these cultural highlights present an attractive proposition, the current challenges surrounding entry and travel logistics could dampen the overall experience for international visitors.
Source: American Hotel & Lodging Association (AHLA), National Travel and Tourism Office