News from Seattle: the city is gearing up for the 2026 FIFA World Cup to offset a tourism downturn. Two new light-rail stations have opened, improving connectivity. Local soccer clubs are ditching Ticketmaster in favor of direct fan engagement.
Seattle hopes World Cup will boost tourism after a 2025 dip
Despite a modest downturn in the tourism sector in 2025, Seattle officials and business leaders are looking ahead with optimism. Their hopes rest on the upcoming 2026 FIFA World Cup, which is expected to be a powerful catalyst for the city’s and region’s economy. According to data released at the annual meeting of Visit Seattle, last year the city and King County hosted 39.6 million visitors, 0.9% fewer than in 2024. Visitor spending also dipped slightly, by 0.2%, to $8.8 billion. However, the industry still supports more than 68,000 jobs, and hotel tax revenues even ticked up slightly to $840 million.
Experts note the decline mirrors nationwide challenges: fewer international trips, rising operating costs and lower conference attendance. Tammy Cavanaugh, president and CEO of Visit Seattle, pointed to fewer visitors from Canada and other countries, as well as macroeconomic factors affecting business travel. The American Hotel & Lodging Association reported that Seattle’s hotel market revenue fell by $44.6 million versus the prior year, largely due to fewer international guests. In response, Washington Governor Bob Ferguson signed a law increasing the state’s annual tourism marketing budget to $25 million. Known as Washington State HB 2325, the law creates a self-funded program supported by fees on tourism-related revenues, including hotels, travel agencies and attractions. “This is about creating a sustainable funding source that will benefit tourism across the state,” the governor said.
The main hope now centers on the 2026 World Cup, for which Seattle will host six matches. Events begin in mid-June and are forecast to draw up to 750,000 visitors and locals. Visit Seattle has already ramped up international marketing, targeting key markets such as India and the United Kingdom, which follow Canada in visitor volume. “We couldn’t advertise everywhere, so we wanted to invest in places where people are paying attention and are likely to return after the World Cup,” Cavanaugh explained. Preparations for the large-scale event are already underway. Seattle Mayor Bruce Harrell and King County Executive Dow Constantine (note: original named Girmay Zahilay — if you prefer to keep the original name, change accordingly) have announced infrastructure improvements, expanded transportation capacity and investments in public spaces to accommodate the influx of guests.
Hotel industry representatives are confident the tournament will provide a significant boost. Brian Flaherty, CEO of Columbia Hospitality, which manages several Seattle hotels, said: “Despite significant headwinds both internationally and domestically, Seattle remains a place people from around the world want to come to.” Beyond the soccer celebration, the region continues to develop other draws such as the cruise season, attracting large conventions and sports tourism. Combined, these efforts—amplified by global attention on the World Cup—create conditions for a substantial improvement in Seattle’s tourism metrics in 2026.
New light-rail stations in Seattle: what to expect at Judkins Park and Mercer Island
The opening of two new light-rail stations in the Seattle area marks an important step in linking east and west communities across Lake Washington. Starting March 28, passenger service begins at Judkins Park and Mercer Island stations, which not only provide transit access but also become new destinations for residents and visitors. These stops promise to make travel more convenient, especially for students and staff at the University of Washington, who can now reach campus without transfers.
Judkins Park station, situated between the Central District and Rainier Valley, is uniquely integrated into the hilly landscape. One entrance is at the upper level beside the tracks near Jimi Hendrix Park, and the other is below, along Rainier Avenue South. Nearby are the Northwest African American Museum, the Judkins Park athletic fields and walking trails. The station’s artwork includes pieces by artist Barbara Earl Thomas, who created steel representations of writer Charles Johnson and playwright August Wilson, as well as birds incorporated into glass panels. Portraits of Jimi Hendrix at each entrance, made by artist Hank Willis Thomas in halftone technique, have become recognizable landmarks. As noted in The Seattle Times piece, the station is also integrated with bus routes such as the No. 48, which connects to the Central District, and the No. 7, which links Rainier Valley and the Eastside. Cyclists have direct access to the Mountains to Sound trail leading to Lake Washington or toward Beacon Hill.
On Mercer Island, known locally as “The Rock,” the new station sits at ground level near the I‑90 corridor. This opens the community to broader access, allowing residents to reach the University of Washington in about 27 minutes or downtown Bellevue in 10 minutes. An art installation resembling a canoe and paddles, created by local artist Beliz Brother, pays tribute to the island’s historic modes of travel before the first floating bridge opened in 1940. The station features convenient walkways and a passenger drop-off zone, but the article notes a problem with sidewalk congestion due to the mixing of bike, pedestrian routes and bus stops. Parking on Mercer Island is already nearly full, so commuters from suburbs like Issaquah are advised to use the South Bellevue station, which offers more than 1,500 parking spaces.
The opening of these stations also strengthens the role of the International District/Chinatown station in Seattle, which is becoming a key transfer hub between lines 1 and 2. This connects 58 miles of track and increases ridership, creating new regional mobility opportunities. However, the publication notes that the infrastructure at that station, including the brick plaza, needs updating because parts have deteriorated since its construction in 1990. Overall, the new stations not only improve transit access but also foster local community development by offering cultural and recreational amenities, making them a significant addition to the Greater Seattle transit network.
A paradigm shift: Seattle Sounders and OL Reign drop Ticketmaster
A quiet revolution is brewing in the sports business world, and two Seattle soccer clubs are at the forefront. The Seattle Sounders (MLS) and OL Reign (NWSL) announced they are ending long-standing partnerships with ticketing giant Ticketmaster and moving to the Jump platform beginning in 2027. This decision, covered in detail by FOX 13 Seattle, marks a strategic shift toward a “direct-to-fan” model and the clubs’ effort to regain full control of their relationships with supporters.
The Sounders’ and Reign’s decision is especially notable in the context of the Justice Department’s recent high-profile antitrust settlement with Ticketmaster related to its dominance in the live music ticketing market. While the clubs do not directly link their move to that controversy, the context adds weight to their action. The essence of the switch is eliminating the “middleman” between team and fan. As Hugh Weber, the Sounders’ president of business operations, said, partnering with Jump is a fundamental step in building an incredible fan experience and enabling more personalized connections. The clubs will now manage all ticketing elements themselves, which they believe will unlock new possibilities.
Key advantages of the new model highlighted by club leadership include transparent pricing with no hidden fees, a single sign-on and unified “wallet” for all transactions, and personalized engagement with each fan. Caitlin Bailey, vice president of business strategy and analytics, emphasizes that this is not just a change of technology vendor but a strategic evolution in the clubs’ operating and growth methods. The clubs are building infrastructure that will let them continually innovate and adapt to deliver world-class experiences both on and off the field. Notably, the Sounders and Reign follow the Minnesota Timberwolves and Minnesota Lynx, which already migrated their ticketing to Jump—indicating a growing trend in North American sports business.
Jump CEO Jordy Leiser notes that Seattle’s clubs, even though they share one of North America’s largest and most complex venues (Lumen Field), seek the level of control, flexibility and analytics expected of modern sports organizations. Together they aim to demonstrate what progressive clubs can achieve when they elevate fan engagement platforms and business processes. This move could have far-reaching consequences, prompting other franchises to reconsider their relationships with traditional ticketing giants in favor of greater sovereignty and direct communication with their audiences.
