8 in 10 Gen Z & millennials shift to experience-led travel as FIFA nears: study

Ahead of the FIFA World Cup 2026, a new Flight Centre Canada survey conducted by YouGov reveals 80 per cent of Gen Z and millennial Canadians are interested in travelling beyond their home province for a live event this year.

Though caution is high amid rising costs and global uncertainty, many see once-in-a-lifetime events as worth the spend, citing the value of making core memories with friends and family.

When asked what makes travelling for a game or concert worthwhile, zillennial Canadians said:

• Creating lasting memories (64%)
• Spending meaningful time with loved ones (63%)
• Enjoying the atmosphere and excitement of a live crowd (49%)
• Being part of a shared moment (34%)
• Supporting a team, player or athlete in-person (33%)

“It’s not just about what happens on the field or the stage,” said Amra Durakovic, head of communications at Flight Centre Canada, in a press release.

“It’s about the people, the place and the shared experience. I recently flew to Pittsburgh for the NFL Draft alongside 320,000 fans — a record for the city. There’s something electric about experiencing a destination during a major event. It makes you feel part of something bigger, while discovering a place you might not otherwise visit.”

Top attractions: Soccer, football and basketball

The preferences of zillennials are driving growth in the sports tourism complex in particular, which accounted for 10% of global tourism spending in 2025 and is projected to reach US$1.3 trillion by 2032.

In 2026, zillennial sports fans are most interested in watching soccer (39%) live, followed by football (36%), basketball (33%) and hockey (32%).

FIFA interest high across Canada, U.S, Mexico

With the FIFA World Cup coming to Canada this year, desire to see a live match is at an all-time high with 92% of zillennial soccer fans wanting to travel to a game.

Eight in 10 (82%) hope to be part of the moment on home turf and many are open to travelling abroad with 48% considering a trip to the U.S. and 31% to Mexico.

Affordability and access are emerging as key factors shaping how Canadians plan to participate.

Flight Centre bookings for this summer reflect a similar trend with domestic travel up more than 17% year over year.

Mexico bookings are also up 6%, while U.S. travel is beginning to stabilize — up nearly 2%.

Specifically, there are pockets of growth in key event-driven destinations including California and Texas, both FIFA World Cup 2026 host regions.

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