London hospitality's high hopes for 2026 World Cup

The World Cup may be taking place in North America, but in London, the capital's hospitality sector is hoping for an uplift in sales.

Typically during big football tournaments, turnover goes up. During the men's Euros in 2024, the average uplift was 40-50%, which increased to 60% during the semis and the finals, according to UK Hospitality.

This was an important boost especially for days of the week which would typically be quieter.

Nigel Wright, who has run the Stag's Head in Fitzrovia for the past 21 years, has seen 11 major football tournaments, including six World Cups.

He says business increases by about 30% throughout the tournament.

"That's not just England games. Obviously because London is a big cosmopolitan city, you get different tourists and different nationalities who come in to watch a game".

He wants people to support their local pub. "Don't watch it at home, come in to the pubs and watch it. And enjoy the atmosphere."

Already the signs for the start of the World Cup on Thursday are positive.

"Bookings in the hospitality sector are up by two thirds, but for our pubs, we're seeing a 186% increase in bookings year on year" says Kate Nicholls, CEO of UK Hospitality.

She adds that this shows that consumers are getting into the habit of making bookings and securing table reservations in order to make the most of match nights.

The government says pubs will benefit from extended licensing hours and special screenings.

Pubs will be able to stay open until 01:00 BST for England or Scotland matches in the knockout stages, which kick off between 17:00 and 21:00, according to the Ministry of Housing, Communities and Local Government.

For matches kicking off between 21:00 and 22:00, they will be able to stay open until 02:00.

In addition, new measures have been announced to encourage "pavement pints" to keep the drinks flowing, with a "commitment to make it easier for pubs to serve food and drink outside in future by cutting back unnecessary bureaucracy".

It will be for local councils to apply the new rules.

Communities Secretary Steve Reed has called for the "fun police" not to "stand in the way of sensible World Cup screenings".

He called on local leaders to "deal with sensible applications quickly for pubs to open later and hold special screenings and events in beer gardens".

Prime Minister Sir Keir Starmer added his weight to the measures.

"Nothing brings us all together like a World Cup summer and cheering on England in a packed pub with everyone glued to the game.

"Red tape should not get in the way of fans enjoying the game with friends, and local pubs doing a great trade too."

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