El efecto dominó del Mundial: cómo se están beneficiando los mercados que no son sede del torneo

Key Points

• Non-host markets are outperforming host cities on lodging metrics—U.S. non-host RevPAR is up at least 6% weekly year-over-year and demand rose 1.7% in late June, as fans travel between the 16 stadiums and organizers steer group business away from host-city crowds.
• Spillover destinations are seeing outsized travel-intent surges (Contra Costa +670%, Montgomery County +540%, Tacoma +220%) and strong hotel-search growth (San Antonio +29%, Saratoga Springs +27%), with targeted international marketing campaigns delivering trackable ROI and high-spending international guests hoteliers hope will become repeat customers.
• The benefit is uneven: theme-park-focused markets like Orlando saw occupancy down nearly 11% and RevPAR down over 10%, echoing the historical pattern of leisure attractions losing traffic during major sporting events.

Summary

The 2026 World Cup, spread across 16 host markets in the U.S., Mexico, and Canada, is delivering measurable tourism and lodging gains not only to host cities but also to surrounding non-host markets. CoStar data shows RevPAR in U.S. non-host markets rising at least 6% year-over-year weekly since the tournament began, with hotel demand up 1.7% in late June—outperforming host markets, which have struggled with occupancy partly due to organizers steering group business away from crowds. Fans traveling between stadiums and high-spending international visitors are boosting spillover destinations, as evidenced by dramatic travel-intent spikes in markets like Contra Costa County (+670%), Montgomery County (+540%), and Tacoma (+220%), plus strong hotel-search growth in cities such as San Antonio, Saratoga Springs, and Hershey. Destinations that invested in targeted marketing (Niagara Falls USA, San Antonio) are reporting concrete returns, and hoteliers view international guests—who spend up to 1.7x more than typical international travelers and 10x more than domestic ones—as a foundation for repeat visitation. However, the effect isn't universal: theme-park destinations like Orlando saw occupancy fall nearly 11% and RevPAR drop over 10%, consistent with the pattern of leisure-park declines during major global sporting events.