Despite the FIFA World Cup 2026 generating a massive 50 billion pesos nationwide in less than a month, Puebla did not experience the economic surge many anticipated, according to Héctor Landero Camacho, president of Puebla’s Chamber of Commerce, Services, and Tourism (Canaco).

While the national figure was impressive, with 35 billion pesos coming from tourism spending in the tournament’s official host cities—Mexico City, Guadalajara, and Monterrey—Puebla’s local impact fell short. Landero Camacho pointed out that the expected influx of visitors simply didn’t materialize in the city.

“You probably noticed it here in Puebla: it wasn’t what we expected. The number of visitors didn’t reach the levels we hoped for. Hotels didn’t see the boom we aimed for, nor did restaurants,” he said.

Instead, consumer behavior in Puebla leaned heavily toward private gatherings at homes and gardens. This shift benefited fast food outlets and takeout services, which saw an estimated 80% growth during the World Cup period.

Looking ahead, Canaco is awaiting a final report from the National Chamber of the Restaurant and Seasoned Food Industry (Canirac) to better understand how traditional dining establishments performed throughout the event.

This nuanced outcome highlights the complexity of regional economic impacts during major international events. For Puebla, it also underscores the potential value of investing in innovative infrastructure like the upcoming cable car system, which could enhance connectivity and attract more visitors in future large-scale events.