A study by Destination Ontario reveals that the vast majority of FIFA World Cup 2026 visitors in Toronto intend to return to the province for future vacations. The research highlights significant spending and a positive global perception of the region's hospitality.
The $1,033 per-person spend beyond tickets
Overnight visitors to the FIFA World Cup 2026 in Toronto spent an average of $1,033 per person during their stay in Ontario, according to a visitor intercept study released by Destination Ontario.. This figure specifically excludes the cost of flights and match tickets, suggesting a high level of discretionary spending on local services, dining, and retail.
The economic footprint of the event extended beyond the city limits of Toronto. The report says that one in four overnight visitors traveled to other parts of Ontario during their trip, while the average length of stay for these visitors was nearly seven nihgts. This distribution of tourism suggests that the tournament acted as a gateway for international travelers to explore the broader province.
Visitors from 57 countries and 25 U.S. states
The intternational reach of the event was substantial, with respondents in the Destination Ontario study representing 57 different countries and 25 U.S. states. More than four in five of these visitors stated that the FIFA World Cup 2026 was the primary reason for their trip to Toronto, underscoring the power of mega-events to attract a diverse global demographic.
This surge in visibility was mirrored in regional awareness data.. Destination Ontario reported a 20 percentage point increase in the awareness of Toronto as a 2026 FIFA World Cup Host City among travelers in Ontario, other Canadian provinces, and key U.S. markets between November 2025 and June 2026.
A 96 percent safety rating for Ontario
Visitor perceptions of the province were overwhelmingly positive, with 96 percent of surveyed attendees perceiving Ontario as a safe destination for travel. Additionally, 93 percent of visitors praised the province for delivering good customer service, and 90 percent expressed satisfaction with the FIFA Fan Festival Toronto.
These high satisfaction ratings translate into future potential. According to the research conducted by Context Research Group Inc., 92 percent of visitors are likely to return to Ontario for leisure travel within the next two years, and 96 percent indicated they would return for another large-scale international event.
Andrew Weir's take on big-ticket travel drivers
The findings align with a broader shift in global tourism where "big-ticket" experiences—such as major sporting events and concerts—increasingly dictate travel decisions. Andrew Weir, President and CEO of Destination Toronto, noted that these high-profile events are now primary drivers for where people choose to spend their vacation time and money.
This trend suggests that Ontario's investment in hosting the FIFA World Cup 2026 was not just about the immediate revenue of the tournament, but about positioning the region as a premier destination for the "experience economy." By leveraging the energy and diversity of the FIFA Fan Festival Toronto,the province aimed to create a lasting brand impression on a global scale.
The missing data on actual return rates
While the study highlights a strong intent to return, it remains to be seen how many of these visitors will actually convert that intention into a future booking.. The current data, provided primarily by tourism boards, does not account for the potential deterrents such as inflation, exchange rate volatility, or the long-term cost of hosting the event compared to the actual tax revenue generated.
Furthermore, the report does not specify which sectors of the Ontario economy—such as luxury hotels, mid-range dining, or local transport—benefited most from the $1,033 average spend. without a detailed breakdown of spending categories, it is difficult to determine if the economic benefits were concentrated in a few high-end establishments or spread across small local businesses.
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