As the U.S. braces for millions of soccer fans, new data shows international visits are slipping nationwide, with Houston reporting a 3–4% dip compared to last year.
HOUSTON — Excitement is building with less than a year to go before the FIFA World Cup kicks off in the U.S., but immigration hurdles and fears of ICE enforcement are raising concerns about whether international visitors will show up in the numbers Houston and the United State is counting on.
“We’re sitting on the cusp of the most important year in the American travel industry’s history,” said Erik Hansen, Senior Vice President of Government Relations with the U.S. Travel Association.
The group has been warning for months that international travel to the U.S. is slipping. So far this year, visits are down about 8%. Hansen points to long visa wait times, higher fees, and harsh immigration rhetoric as key reasons.
“We’re concerned the trend line is in the wrong direction,” he said. “There’s billions of dollars at stake for the World Cup itself. There could be a risk if people say holding an event in the U.S. is not worth it.”
Even the Trump administration has taken notice, creating a White House task force for the World Cup.
“We can’t wait to welcome soccer fans,” said President Trump.
At its launch, officials struck a slightly different tone.
“We’ll have visitors from 100 countries,” said Vice President JD Vance. “We want them to come, but when the time is up they’ll have to go home, otherwise they’ll have to talk to Secretary Noem.”
Countries like France and Canada have issued advisories warning their citizens about strict U.S. border enforcement. And activists say images of ICE raids in major cities only fuel the fear.
“The level of fear is very palpable,” said César Espinosa, an immigration activist with FIEL in Houston. “If the perception continues as it is right now, a year from now we are going to see drops in numbers of people participating, attending, or even being around major cities.”
Earlier this summer, attendance at the FIFA Club World Cup fell short of expectations. A now-deleted tweet from Customs and Border Protection hinting at security around matches drew sharp criticism.
For Houston and other U.S. cities, which will host multiple World Cup matches in 2026, the stakes are enormous. Billions of dollars in economic impact could be at risk if international visitors decide it’s not worth the hassle.
Despite nationwide challenges, Houston is holding up slightly better than other U.S. cities.
“We have seen a little bit of a slowdown this year,” said Michael Heckman, CEO of Houston First.
Houston First, which oversees the city’s tourism strategy, reports international visits are down just 3–4% compared to last year.
“We have to control what we’re able to control. We know what we can do in Houston—making our destination welcoming,” said Heckman. “Our tone will always be about building bridges, extending our arms to say: please come to Houston, you are welcome here.”
With 256 days until the first U.S. World Cup match, tourism leaders say the challenge is as much about perception as policy.
“The welcome mat is down, the door is open for lawful visitors, and we have to make sure that message is heard around the world,” Hansen said.
Houston’s World Cup Host Committee released this statement:
“As Houston prepares to welcome the world for FIFA World Cup 26™, the Host Committee is focused on ensuring visitors have a smooth and memorable experience. We’re working closely with local and regional partners, including airports, hotels, and transit, to manage the expected surge in international guests. Houston takes pride in being one of the most diverse and welcoming cities in the country, and we are committed to making sure fans and delegations from around the world feel right at home. That same spirit will be reflected at the FIFA Fan Fest in East Downtown, where locals and visitors alike can come together to celebrate the game in a safe and inclusive environment.”