Mexico anticipated a massive influx of 5.5 million tourists during the World Cup, but the actual number of visitors was far lower, with only 850,000 travelers recorded. This significant gap was highlighted by the National Business Tourism Council (CNET), reflecting a reality that contrasts sharply with initial projections.

Antonio Cosío, president of CNET, openly questioned the government’s optimistic forecasts, stating, “You have to ask the government where they got those numbers from; they were way too high. The real figures are much lower than what was initially mentioned.”

The impact of these lower-than-expected arrivals was evident in hotel occupancy rates across key cities in June. Guadalajara saw a 7-point drop, ending the month at 56% occupancy compared to June 2025. Monterrey’s occupancy fell by 5.8 points to 53.5%, while Mexico City experienced a smaller decline of 2 points, settling at 56.5%. These figures come from an analysis by the Advanced Research Center for Sustainable Tourism at Universidad Anáhuac Cancún.

Despite the shortfall in tourist numbers, Francisco Madrid, director of the research center, emphasized the broader significance of hosting the World Cup: “The World Cup was a major boost for the country’s image, and it’s hard to imagine a greater benefit than this—a repositioning of Mexico on the international stage.”

Madrid also acknowledged the challenges faced by some destinations, such as Guadalajara, where concerns about potential cancellations arose. However, he noted, “It was proven that Mexico remains an attractive and interesting place.”

This nuanced outcome invites reflection on how Mexico can better leverage major international events to sustain tourism growth and economic benefits, especially in cities that serve as cultural and economic hubs. It also underscores the importance of realistic planning and data-driven strategies to support the tourism sector’s resilience.