A new study suggests that many visitors attending the FIFA World Cup 2026 plan to travel beyond Toronto and explore other parts of Ontario. PAX News
New research suggests that visitors coming to Canada for the FIFA World Cup 2026 may travel far beyond Toronto. The study shows strong interest in exploring other parts of Ontario during their stay.
Destination Ontario worked with Context Research Group to study travel plans among visitors from the United States and Europe. The research focused on people who are interested in, planning, or have already booked trips for the tournament.
Visitors Looking Beyond Toronto
The findings reveal that most travellers do not plan to stay only in Toronto. About nine out of ten respondents said they expect to visit other destinations across Ontario while attending the World Cup.
More than half of those surveyed said they would likely travel outside the city after the tournament ends. This trend suggests that the event could bring wider tourism benefits across the province.
Popular Destinations Across Ontario
The study points to several regions that travellers want to explore. The Niagara Region ranks as the top choice, with over half of respondents showing interest in visiting the area.
Ottawa also stands out as a popular option, drawing attention from nearly one-third of travellers. Other areas, including Southwest Ontario and Northern Ontario, have also gained interest among visitors.
Length of Stay and Travel Interests
On average, visitors expect to spend about five to six nights in Toronto. Travellers from Europe plan longer stays, with many expecting to remain close to a week.
Beyond attending matches, visitors show strong interest in experiencing local culture. Food and drink, sightseeing, and exploring well-known attractions rank high on their lists.
Many also want to enjoy shopping, nightlife, and relaxing activities. Historic sites and parks across Ontario have also caught their attention.
Preparing for a Global Event
Tourism officials have already started sharing these findings with industry partners. They hope the data will help businesses and communities prepare for the influx of visitors.
"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."
Opportunity for Growth
The research highlights a strong opportunity for regions outside Toronto to benefit from the global event. Local businesses, attractions, and communities may see increased visitor activity as tourists look to explore more of what Ontario has to offer.
With early planning and preparation, the province could turn the World Cup into a wider travel experience that stretches well beyond the host city.
