The world’s largest sporting event is headed to Philadelphia, set to take over the city of Brotherly Love.
World Cup games in Philadelphia run from June 14 through July 4, drawing hundreds of thousands of diehard fans and creating a major economic opportunity for the city – one Delaware Gov. Matt Meyer says will extend to the First State as well.
“We know that half a million people are going to be coming, and are looking for a place to eat, to go out, to have a good time,” Meyer said at a February event celebrating the state’s role in the Cup. “Northern Delaware, maybe even central and southern Delaware, could be an option.”
As the competition approaches, a clearer view has emerged of the event’s economic impact on Delaware. Will the First State benefit from the action? The results, so far, show a complex story.
Housing for fans was expected to be a major moneymaker for Delaware, given its proximity to Philadelphia, with the state’s Tourism Office partnering with marketing consultant Miles Partnership to target ads to international visitors from competing teams.
Demand for nearby Delaware hotels is rising, with four of the top five Wilmington properties on TripAdvisor costing one-and-a-half to two times more during the first week of Cup games than a month later.
The rise in interest seems to have its limits, however. Jennifer Boes, executive director of the Greater Wilmington Convention and Visitors Bureau, expressed that the city has heard that hotel bookings “have not been as strong as anticipated.”
This seems to be a trend reflected across the country. The American Hotels and Lodging Association found that 80% of hotel bookings were tracking below initial forecasts, including in Philadelphia.
“A range of factors have tempered early optimism,” said Roseanne Maietta, president and CEO of the AHLA. “Though, forward indicators show there is meaningful opportunity ahead.”
Hotels aren’t the only option, as many World Cup visitors are expected to rent homes nearby for more space during the event.
Nevertheless, that preference isn’t reflected in the market. Airbnbs actually increase in average price the month after the World Cup, even in Wilmington, showing a lack of increased demand.
Similar to the hotels surrounding them, it seems that World Cup fever has yet to reach the rental market.
Boes attributed the disappointing returns to the overall costs.
“The cost to attend has made soccer fans more price-sensitive when choosing a place to stay,” she said.
The director also pointed to challenges for international fans to attend, like the requirement for an expensive “Visa Bond” to enter the United States, as potential reasons for the decreased enthusiasm.
The United States recently waived the requirement for such a “bond” for multiple countries, including Ivory Coast, which will be competing in Philadelphia with the team staying in Delaware. Boes expressed hope that this change would “help boost international travel.”
Despite the less-than-expected enthusiasm, Delaware’s Tourism Office continues to work hard to promote the event. Watch parties for fans without tickets will be hosted statewide, and marketing campaigns will continue to promote local benefits such as tax-free shopping and dining options.
Jessica Welch, director of the Tourism Office, said even if bookings fall short, the World Cup will still benefit Delaware by putting the state in the spotlight.
“Regardless of final attendance numbers, we anticipate a meaningful economic impact on Delaware, by driving visitation, increasing regional visibility, and introducing new audiences to everything our state has to offer,” Welch said.
As time ticks down before the competition, the state hopes that Welch is correct, allowing it to reap the benefits of its investment.
Adam Denn is an intern reporter for Delaware Online/The News Journal. You can reach him at ADenn@delawareonline.com.