Will World Cup fever drive dollars to Maine?
The FIFA World Cup, the planet’s most-watched sporting event, is set to kick off in North America this week, and Maine businesses are hoping a slice of the action will spill across the border. With Boston serving as a host city for the tournament—featuring 48 teams and 104 matches from June 11 to July 19—tourism officials and entrepreneurs in the Pine Tree State are closely watching to see whether the influx of soccer fans will translate into an economic boost for Maine.
Scott Vogel, board chairman of HospitalityMaine and owner of the 16-room Trident Inn and three restaurants in Ogunquit, said the buzz around the World Cup is palpable, but concrete evidence of its impact remains elusive. “We’ve heard rumblings more than we’ve seen it,” Vogel admitted. His inn is already seeing occupancy rates above 80% during the tournament period—a level typical for a Maine summer—but he isn’t sure if any guests are planning trips around World Cup matches in nearby Foxborough, Massachusetts. “Once we get to that time frame, we’ll hear more from people staying with us if it’s World Cup related,” he said.
The Maine Office of Tourism, Film, and Outdoor Recreation has been working to capitalize on the tournament’s draw. The agency, which recently signed on as the front-of-jersey sponsor for the Portland Hearts of Pine—Maine’s third-tier professional men’s soccer team—has been promoting the state as an ideal add-on destination for World Cup attendees, particularly those visiting Boston. In a statement, Director Carolann Ouellette acknowledged the effort but noted a risk that the event may not meet high expectations. The office declined multiple requests to discuss specifics about its strategy.
Not everyone is convinced the World Cup will be a windfall for Maine. A survey released by the American Hotel and Lodging Association found that hotel bookings in nine of the 11 U.S. host cities are lagging behind both forecasts and typical summer demand. “Host markets, including Boston, show similarly limited World Cup impact, with nearly 80% of respondents reporting booking pace below expectations and behind a typical summer,” the report stated. Travel bans, perceptions of visa delays, and soaring gas and jet fuel prices were cited as factors dampening attendance.
The high cost of attending matches is a significant barrier for many fans, including local soccer players. Ollie Wright, the Hearts of Pine’s leading all-time scorer who hails from London, said ticket prices put the games out of reach. “There’s a couple of games in Boston, but tickets are just so expensive, so it’s almost impossible to go,” Wright said. Captain Mikey Lopez, who represented the United States at the U-20 World Cup in 2013, echoed that sentiment. “People that would want to experience it can’t afford it,” Lopez said. “Hopefully, that doesn’t put a dent in the excitement and the potential boost of the game here, but it definitely doesn’t help.” According to resale market data, average ticket prices across U.S. venues hover around $558, with seats for the England vs. Ghana match in Foxborough starting at $816 on StubHub.
Despite the challenges, some businesses are positioned to benefit. Rí Rá, an Irish pub on Commercial Street in Portland, plans to air all 104 World Cup matches and is rolling out special promotions, including a World Cup Selector contest that will award $1,000 to one local resident. “All 104 matches will be televised,” said Spencer Brantley, the pub’s managing partner, noting the venue is celebrating its 25th year in Portland. The Amtrak Downeaster, which runs 10 daily routes from Brunswick to Boston’s North Station, anticipates a ridership uptick during the tournament. “It’s a real opportunity to attend a match and then extend that to a Maine vacation experience,” said Natalie Bogart, deputy director of the Northern New England Passenger Rail Authority. “It’s a natural fit for those who are very familiar with rail travel.” However, traveling from Maine to Foxborough requires navigating multiple transit steps: a Downeaster ride to North Station (about $70 round-trip for coach), followed by a taxi or MBTA ride to South Station, and then an $80 round-trip train to Foxborough. The return journey can stretch until 1 a.m., prompting Bogart to suggest that fans might opt for Boston accommodations instead.
For cost-conscious travelers who booked early, Maine offered a notably cheaper alternative to staying near the stadium. In early May, Airbnb listings for homes close to Gillette Stadium were fetching over $10,000 for an eight-night stay during the Scotland games (June 14 vs. Haiti and June 19 vs. Morocco), while comparable options in York County’s beach towns—Long Sands and Short Sands—were available for under $2,000. By late May, the price gap had narrowed as Massachusetts properties discounted rates and many top-tier listings disappeared, but Vogel noted that coastal Maine could still appeal to fans willing to make the drive. “It’s not a crazy drive” to greater Boston, he said.
Community events are also in the works to draw crowds. Portland Downtown, in partnership with the Hearts of Pine, plans to host a big-screen viewing of the June 19 USA vs. Australia match in Monument Square, pending FIFA permit approval. A similar event for a U.S. vs. England match in November 2022 drew about 1,500 fans. “It’s no charge. Everyone can come and enjoy themselves,” said Cary Tyson, executive director of Portland Downtown, adding that the day will also feature the Hearts of Pine’s home game at 7 p.m., with the afternoon match expected to draw significant downtown foot traffic.
Whether the World Cup delivers a meaningful economic lift to Maine remains to be seen. Business owners like Vogel are cautiously optimistic but acknowledge the answer won’t come until after the tournament concludes. For now, the state’s hospitality sector is keeping its fingers crossed that fans making the short trip from Foxborough will choose to extend their stay in Vacationland.
