With Toronto set to host six matches of the upcoming FIFA World Cup 2026, new research from Destination Ontario highlights significant opportunities for the tourism industry across the province to entice visitors beyond the city around the June 12 to July 2 game window.
Destination Ontario, in partnership with Context Research Group, has completed a market intelligence study examining travel intentions among potential visitors from key United States and European markets who are interested in, actively planning, or have booked travel to Ontario for the tournament.
The research provides insights into how likely soccer fans are to explore destinations beyond Toronto during their visit. Early findings suggest strong potential for regional travel throughout the province.
Key highlights from the research include:
- Nine in 10 travellers say they are likely to explore other regions or destinations in Ontario outside of Toronto during their FIFA World Cup 2026 trip. Over half (54%) are most likely to travel outside Toronto after the tournament ends.
- The Niagara Region emerged as the most widely considered destination outside Toronto (54%), followed by Ottawa (29%). Southwest Ontario and Northern Ontario also attract notable interest.
- On average, visitors expect to stay 5.6 nights in Toronto, with European travellers planning longer stays, closer to seven nights.
- Beyond FIFA World Cup 2026™ Toronto activities, visitors show strong interest in food and drink experiences and sightseeing, followed by shopping, nightlife, relaxation, historic sites, and national or provincial parks.
“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.”
The full research report is available on Destination Ontario’s Insights Portal, providing the tourism industry with access to detailed findings and travel insights. Read the full report: https://doinsights.crg.ca/en-ca
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