New research conducted by Destination Ontario suggests that while the upcoming FIFA World Cup games will be in Toronto, other Ontario destinations could see a boost in tourism as well – if congestion doesn’t hamper travel.
According to the report, conducted by research firm CRG for Destination Ontario, the World Cup will see experienced travellers using Toronto as a base, but looking to explore elsewhere as well.
“The findings point to strong potential for regional exploration beyond Toronto during FIFA World Cup 2026 but realizing this will depend on how easy and efficient it feels to get around,” the report states.
The report surveyed 1,406 people 25 years and older in several key markets in the U.S., U.K., Germany and France via online questionnaire Feb. 14-20. All the participants had to be considering, planning, or booked to visit Toronto for FIFA World Cup 2026.
“This profile suggests the event is likely to attract visitors who are confident travellers and actively seeking opportunities to incorporate additional destinations and experiences into their trip,” it notes.
Families and travellers visiting with children stand out as an important segment who may be willing to stay longer and explore additional destinations beyond Toronto, the report found.
Destinations within a three-hour drive of Toronto are expected to benefit most for day trips, with four hours being the upper limit for overnight travel. Niagara and Ottawa are expected to be the top picks for additional destinations for World Cup travellers. Southwestern Ontario, Northern Ontario, Southeastern Ontario and Hamilton could also see moderate bumps in tourism as a result of the games, the report found.
Many of those potential travellers (41 per cent) have visited Toronto before, and when it comes to making a decision about whether to travel outside of the city within Ontario, travel time (58 per cent) is cited as the top factor influencing their decision.
That comes ahead of cost (55 per cent), travel comfort (52 per cent), convenience (50 per cent) and transportation reliability (43 per cent).
“Traffic becomes particularly salient for those who have travelled in Canada before,” the report notes.
“The same themes reappear as barriers to going beyond Toronto, where limited trip time, overall budgets, the extra cost of travelling further, and concerns about travel duration or congestion all dampen appetite for regional exploration.”
The report states that providing travellers with “highly functional” information could help allay their concerns around secondary trips.
“Travellers want clear guidance on food, navigation, attractions, travel times, budgets, and accommodation both before and during their trip, with first-time event travellers especially reliant on help with restaurant and cost information,” the report states.
Most people surveyed are still considering (64 per cent) or are in the active planning stage (32 per cent) for a trip to the World Cup in Toronto, suggesting there is still an opportunity for them to add a secondary destination, the report says.
Toronto an anchor for many World Cup visitors
Nearly 60 per cent of those interested in visiting other host cities say Toronto is the primary destination for their overall World Cup trip.
“Trip planning is typically structured around Toronto, but many visitors expect to incorporate additional host cities, particularly Vancouver and nearby U.S. host cities, as part of a broader multi-city itinerary,” the report states.
While many see Toronto as the anchor destination for their trip, a whopping 80 per cent say they’re likely to visit another host city as well. Vancouver (49 per cent), New York-New Jersey (40 per cent), Los Angeles (32 per cent), Miami (31 per cent) and Boston (17 per cent) are the top cities respondents say they are likely to travel to as well.
When it comes to what travellers plan on doing, respondents say food and drink experiences (61 per cent), sightseeing (55 per cent), shopping (50 per cent), bars, nightlife, or entertainment (46 per cent), relaxation or leisure time (41 per cent) and historic sites (32 per cent) are among the top additional activities.
Overall experience most important
Other insights from the report include the fact that many of those coming to the city for the World Cup (35 per cent) are coming to attend matches and enjoy the experience rather than coming to cheer on any particular team (17 per cent).
Just 11 per cent of those thinking about or planning a trip already have tickets to a match.
The report also shows strongest interest in a trip for the World Cup among men, with males accounting for three quarters of those who have already booked or who are actively planning a trip.
