World Cup visitors could drive travel across Ontario: report

New research suggests the FIFA World Cup 2026 could drive travel beyond Toronto, with strong interest in destinations across Ontario.

Destination Ontario, in partnership with Context Research Group, has released a market intelligence study examining travel intentions among potential visitors from key U.S. and European markets who are interested in, actively planning, or have booked travel to Ontario for the tournament.

The research offers early insight into how international soccer fans may plan their trips, including whether they intend to explore regions outside Toronto.

Findings point to significant potential for travel across the province.

According to the study, nine in ten travellers say they are likely to visit destinations beyond Toronto during their FIFA World Cup 2026 trip. 

More than half (54 per cent) say they are most likely to travel outside the city after the tournament ends.

The Niagara Region ranked as the top destination outside Toronto, cited by 54 per cent of respondents, followed by Ottawa at 29 per cent. Interest was also noted in Southwest Ontario and Northern Ontario.

On average, visitors expect to stay 5.6 nights in Toronto, with European travellers planning longer stays of closer to seven nights.

Beyond match-related activities, respondents expressed strong interest in food and drink experiences and sightseeing. 

Other areas of interest include shopping, nightlife, relaxation, historic sites, and national or provincial parks.

Destination Ontario shared the findings with tourism partners through a recent industry webinar, with the goal of supporting planning efforts ahead of the global event.

"Data and research are critical to how we plan and invest in tourism marketing," said Vincenza Ronaldi, president and CEO of Destination Ontario. 

"Having these insights in advance of the FIFA World Cup 2026 allows our tourism partners to better understand visitor intentions and prepare experiences that encourage travellers to explore more of Ontario during their stay."

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