More than 3.7 million unique visitors came to downtown Seattle in July—5% more than a year earlier and roughly 12% above the July 2019 figure, before the COVID-19 pandemic. The Downtown Seattle Association’s data are based on mobile-phone geolocation and do not include international tourists, so the actual number of visitors was likely even higher.
The main driver of growth was the FIFA World Cup, which took place in the city over several weeks. The crowds were unevenly distributed, with the largest numbers gathering downtown and near Lumen Field and T-Mobile Park, where matches and related events were held. Tourists also visited the waterfront, Pike Place Market and other attractions, but the stadiums’ proximity and convenient transit connections made the surrounding neighborhoods the main hubs of activity.
Downtown Seattle Association President Jon Scholes called July a record-breaking month, noting that the surge began in June and continued after the matches ended. July also set a monthly record for Sunday ridership on the Link light rail system. Link connects Seattle–Tacoma International Airport, downtown, the neighborhoods around the stadiums and other parts of the region. The increase in Sunday trips is particularly significant: tourists actively travel between matches, hotels, festivals and attractions on that day, while roads are more congested and parking is more expensive. Link can carry large passenger volumes without relying on automobile traffic.
Seattle made extensive use of free and low-cost attractions, including the renovated waterfront, Olympic Sculpture Park, Centennial Park and Pike Place Market. Another contributing factor was the creation of areas closed to cars around the market and in other downtown neighborhoods. Business representatives said these spaces made the city more convenient and appealing to visitors.
Local residents also came downtown more often: the number of visitors from areas within a 10-mile radius exceeded 351,000—about 25,000 more than the previous record, set in August 2019. Much of this data covers the period before the July 26 shooting at the Bite of Seattle festival, which renewed discussions about safety at large urban events.
Going forward, the city will likely increase screening and access control, deploy more police officers and security staff, improve video surveillance and strengthen communication among emergency services. Other possible measures include clearer separation of entrances and exits, temporary street closures, designated passenger drop-off zones and stricter traffic management. Specific decisions will depend on the size of the event and the threat assessment.
Small businesses also felt the boost. Post Alley Kids said July was the best month in the store’s history, although there were fewer customers on the actual match days. At Totem Smokehouse, dried salmon and “salmon candy” were especially popular, with one product even gaining traction on TikTok. A jewelry vendor at Pike Place Market said national television networks’ coverage of Seattle during the World Cup helped draw attention to the city.
In the coming weeks, the city expects to maintain the momentum thanks to the Bumbershoot music festival, the PAX West gaming convention, games by the Seattle Mariners baseball team and Seattle Reign soccer club, the University of Washington’s Apple Cup and the arrival of cruise ships. Business leaders hope to hold more free public screenings, festivals and car-free days alongside major ticketed events. Experienced entrepreneurs caution, however, that quieter months follow the festive season: January through March are typically difficult, so it is important to set aside summer earnings.
Based on: Seattle, boosted by World Cup, smashes record for summer visitors