Andrew Siegwart explores what the FIFA World Cup 2026™ means for Ontario’s tourism industry and how destinations can leverage this once-in-a-generation opportunity.

Andrew is joined by Alex Mazanik of Context Research Group’s (CRG), who shares insights from a market intelligence study commissioned by Destination Ontario. Based on a survey of 1,400 likely FIFA World Cup 2026™ visitors, the research examines how travellers are planning their trips and what will influence where they go beyond Toronto.

The conversation highlights Toronto’s role as a base for visitors, with strong intent to explore other parts of the province. In fact, 9 in 10 travellers indicate they are likely to travel beyond the city, reinforcing the opportunity for destinations across Ontario.

Andrew and Alex also explore a shift in traveller behaviour, with visitors seeking more than just the matches. Atmosphere and overall experience are key drivers, particularly among high-value travellers who are comfortable navigating multi-city trips.

The discussion emphasizes the importance of clarity in converting interest into action. Travellers are looking for simple, well-defined experiences and practical information that make it easy to plan and explore.

The opportunity is significant, but not guaranteed. Destinations that are clear, visible, and easy to plan will be best positioned to convert visitors into overnight stays and repeat visits.

Explore the full research: FIFA World Cup 2026™ Market Intelligence Study

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Ontario Travel & Tourism Monthly

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Beyond the Matches: FIFA World Cup 2026™ and Ontario’s Opportunity