Ontario tourism to boost with FIFA World Cup games, survey says

New research shows that travel across Ontario is likely to increase during the 2026 FIFA World Cup.

The major sporting event, which is setting up shop in Toronto for a selection of games this summer from June to July, is projected to bring in an influx of tourists from all over, as it is one of the largest sporting events in the world.

As a result, recent data from Destination Ontario and Context Research Group have shown that, with this many new faces trickling into the GTA, those making the trip are likely to get as much mileage out of Ontario as possible.

Key findings from the survey show that there is a strong potential for regional travel throughout the province, with 54 percent of respondents stating that they will likely travel across Ontario once the games conclude.

“Data and research are critical to how we plan and invest in tourism marketing,” said Vincenza Ronaldi, President and CEO of Destination Ontario, in an official statement. “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.”

As for where people are most likely to travel, data showed that 54 per cent of travellers are looking at the Niagara Region as their number one prospect, with Ottawa and other destinations in Southern Ontario trailing behind.

In terms of taste, incoming tourists have stated they are gearing up for food and drink experiences, sightseeing,  nightlife, ristoric sites, and national or provincial parks.