2026 World Cup Didn't Save Placita Olvera: Merchants in Crisis and Businesses Closed

With an influx of millions of visitors, the World Cup filled California with tourists, but not all Los Angeles merchants are benefiting. A vendor at a Mexican market reported that the expected economic boost from the event did not materialize, amid a crisis that already threatened the survival of many local businesses.

Sitting at their stalls waiting for tourists to approach and buy goods, merchants at Placita Olvera have yet to capitalize on the crowds of fans. Edward Flores, owner of Juanita’s Café, noted that the flow of visitors did not have a real positive economic impact on the local economy.

“They placed a lot of faith in that event, but in reality, not enough visitors came here to make an impact that you could say went well,” he stated. The merchant, whose family has operated the café since 1944, said foot traffic has dropped significantly in recent years. He indicated that the annual visitor count of 2 million the market used to receive has fallen to less than 300,000.

This year, during the World Cup, tourism increased in the region because seven matches were held in Los Angeles; however, the boom is not reflected at the shopping center. As a result of the decline in visitors, several businesses have had to close their doors, while others continue to struggle to stay operational.

“About two dozen businesses have closed here at Placita Olvera, including some of the founders of Placita Olvera, and new merchants have also closed their businesses,” Flores said.

On May 8 of this year, before the international event arrived, community members created a GoFundMe to raise resources to support merchants, preserve cultural traditions, and “ensure that future generations can experience the authentic heart of Los Angeles.” Since the campaign began, $1,690 has been raised, far from the $500,000 goal.

According to Flores, the situation worsened due to the slow recovery of tourism after the pandemic, the increase in homeless people, and immigration raids by Immigration and Customs Enforcement (ICE), which conducted several operations in Los Angeles last year. “Protests also scared away many tourists from other countries,” he lamented.

Now, the merchant fears that if the economic situation does not improve, more businesses will be forced to close in a market that features historic buildings, museums, and annual celebrations. Established as one of the most popular tourist destinations, the market opened its doors on April 20, 1930, after a preservation campaign led by Christine Sterling.

Along the cobblestone block stand several historic buildings, along with dozens of shops, restaurants, and other businesses. In addition, various traditional events are held, including the Blessing of the Animals (the Saturday before Easter), Cinco de Mayo, Fiestas Patrias (Mexican Independence Day), Day of the Dead, and Las Posadas.

Currently, there are 27 buildings from different eras still located on Olvera Street, including the Avila Adobe (1818), the Pelanconi House (1857), and the Sepulveda House (1887). According to its website, the venue is open Monday through Sunday from 10 a.m. to 7 p.m.

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