Pub bookings across the UK have experienced a remarkable surge of nearly 300% as football fans prepare for England’s World Cup opener against Croatia. New data reveals that reservations for pub arrivals up to two hours before the match on Wednesday have increased by 293% compared to the same date last year, according to technology provider Zonal.

The hospitality sector is gearing up for a 42% sales increase throughout the group stage, mirroring patterns witnessed during previous major football events. UKHospitality noted that such tournaments significantly benefit the industry, with similar sales boosts anticipated during Euro 2024 group games.

Kate Nicholls, chairwoman of UKHospitality, highlighted the pub's role as the premier venue for match-day viewing, stating, "The pub is categorically the best place to watch England at the World Cup. Bookings up almost 300% for tonight’s game show that England fans want to get together to support their local teams."

Further insights from polling firm Opinium indicate that 29% of UK adults intend to watch World Cup matches in pubs, contributing an estimated £600 million to the economy during the tournament. James Nicandrou, an associate director at Opinium, remarked on the significance of pubs in community life, especially for young adults.

Emma McClarkin, chief executive of the British Beer and Pub Association, anticipates a notable increase in beverage sales, expecting an extra five million pints to be served as fans gather to cheer on England. She encouraged everyone to join their local pubs to enjoy the match with friends and fellow fans.