World Cup Drives Record Hospitality Revenue in Boston

JAMAICA PLAIN, MASSACHUSETTS – JUNE 13: Scotland fans wear jerseys as they wait for drinks before a FIFA World Cup watch party at Scottish bar The Haven on June 13, 2026 in Jamaica Plain, Massachusetts. (Photo by Mel Musto/Getty Images)

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Boston-area hotels earned markedly higher revenue during the first two weeks of the FIFA World Cup than in previous years, despite occupancy rates staying essentially flat compared with the prior year.

Preliminary data indicates that international visitors — particularly the large contingents of Scottish and Norwegian supporters — spent more per capita than the city’s usual summer tourists.

The period from June 12 to June 27 showed hotel occupancy steady at 87%, while spending on rooms and related tourism activities increased by 20%, per Meet Boston, the marketing and visitor-services organization responsible for tourism development.

These early figures provide one of the first snapshots of the World Cup’s economic impact on a host city. Although the tournament’s overall financial effects remain uncertain, city tourism officials say the event could deliver a much-needed boost to the region’s hospitality sector amid a softening of international travel to the United States.

“At the end of the day, we will see a substantial increase in spending and tax generation across small businesses,” said Martha Sheridan, president and CEO of Meet Boston.

The 2026 World Cup, culminating with the final on July 19, is co-hosted by the United States, Canada, and Mexico. Sixteen cities across the three nations will host matches, with a total of 104 games scheduled by the tournament’s conclusion.

Bank of America’s latest consumer spending analysis, which tracked card-based purchases in host cities, found overall spending rose 6.3% compared with the same period a year earlier.

Overall, the North American tourism sector entered the summer under pressure. Canadian tourism had already declined in 2025 amid inflation and political tensions linked to President Donald Trump’s policies, while many American travelers chose to stay closer to home.

Meet Boston reported that the city attracted visitors from countries such as Scotland, Norway, Morocco, and France, contributing to higher spending despite flat hotel occupancy.

Scottish fans consumed alcohol at a rate four times higher than the company’s typical four‑day holiday stock, effectively “draining” Boston’s bars during the tournament’s group stage, according to Boston Beer Co.

Victor Matheson, an economics and accounting professor at the College of the Holy Cross in Worcester, told Axios that the data indicate international visitors spent more per room but may have displaced Boston’s usual summer tourists rather than adding significantly to overall visitor numbers.

The spending surge was especially pronounced in the hospitality sector, with bars and restaurants seeing a strong uptick, driven in part by the large numbers of Scottish supporters who traveled to the city for tournament matches.

However, businesses that usually rely on traditional summer tourism — such as museums, theaters, concert venues, and boutique retailers — likely did not experience the same level of spending increase as restaurants and nightlife establishments.

Nevertheless, local tourism officials argue the tournament is injecting new money into the regional economy rather than depending on taxpayer stimulus to drive business activity, and these early revenue gains are viewed as an encouraging sign for the tourism industry.

Relative to other World Cup host cities, Boston also appears to have benefited from especially strong visitor spending. Data from payment platform Square show consumer spending at the city’s bars and restaurants grew more than in any other host city during the tournament’s first two weeks.

At Banners Kitchen & Tap above the TD Garden, increased food and beer sales boosted revenue. Banners’ general manager Nick Moniz said the sports bar created a World Cup menu with global dishes and drinks inspired by the teams competing at the 48-nation tournament.

“We have a full dining room,” Moniz told Boston Business Journal. “It doesn’t matter if it’s 11 a.m. or 9 p.m.”

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