New research highlights increased awareness of Toronto, strong visitor perceptions of Ontario and success in attracting high-spending visitors from around the world.
TORONTO, Sept. 2, 2026 /CNW/ -- More than nine in 10 visitors to the FIFA World Cup 2026™ Toronto said they are likely to return to Ontario for a leisure trip within the next two years, according to a visitor intercept study released today by Destination Ontario.
Conducted in partnership with Destination Toronto and Context Research Group Inc., the study surveyed visitors during the FIFA World Cup 2026 in Toronto and found high visitor satisfaction, positive perceptions of Ontario and strong intent to return.
The findings come as Destination Ontario's Ontario Travel and Tourism Monthly recorded a 20 percentage point increase in awareness of Toronto as a 2026 FIFA World Cup™ Host City among travellers in Ontario, elsewhere in Canada and key U.S. markets between November 2025 and June 2026.
Taken together, the research suggests that hosting global sporting events not only creates memorable visitor experiences in the moment but also strengthens Ontario's reputation as a destination travellers want to visit in the future.
The visitor research study found:
- The tournament drew visitors from around the world. More than four in five visitors came to Toronto primarily because of the FIFA World Cup 2026. Survey respondents represented nine Canadian provinces, 25 U.S. states and 57 countries.
- Visitors made a significant contribution to Ontario's visitor economy. Overnight visitors spent an average of $1,033 per person during their visit to Ontario for the FIFA World Cup 2026, excluding match tickets and flights, and stayed nearly seven nights on average.
- The tournament encouraged visitors to explore beyond Toronto. One in four overnight visitors travelled elsewhere in Ontario during their trip, extending the economic benefits of the tournament across the province.
- Ontario made a strong impression on visitors. More than nine in 10 visitors highly rated both Toronto and Ontario as travel destinations, and 96% perceived Ontario as a safe destination for travel and 93% said the province delivers good customer service.
- Visitors were highly satisfied with their tournament experience and interested in returning. 90% were satisfied with FIFA Fan Festival™ Toronto overall. 92% said they are likely to return to Ontario for leisure travel within the next two years, while 96% said they would return for another large international event.
Building Ontario's tourism future
Major international events create opportunities to introduce Ontario to new audiences, encourage visitors to explore more of the province and inspire return visits. This research provides valuable insights into how these experiences influence traveller perceptions and future travel decisions, helping inform Destination Ontario's tourism marketing strategies and demonstrating the long-term value of investing in destination development and promotion.
"The FIFA Fan Festival Toronto gave visitors from around the world the opportunity to experience Ontario's energy, diversity and hospitality firsthand," said Vincenza Ronaldi, President and CEO of Destination Ontario. "These findings show that those experiences leave a lasting impression. When visitors enjoy their time here, they don't just take home great memories, they begin planning their next trip. That's the long-term value of hosting world-class events and why strategic partnerships like this are so important to Ontario's visitor economy."
"More and more, big-ticket experiences like sporting events and concerts are driving decisions about where people choose to travel," said Andrew Weir, President and CEO of Destination Toronto. "Toronto saw strong international visitation and spending in June. And while many of those travellers were here for the FIFA World Cup, it is clear they also explored more of the city and region and were inspired to return for a future trip."
"The FIFA World Cup 2026™ put Ontario on the world stage and highlighted the hospitality, diversity and energy that make our province a world-class destination. We are proud to have supported Toronto in hosting this historic event and look forward to building on its success by attracting future sporting events that drive economic activity, showcase Ontario as a leader in sport and create lasting benefits for communities across the province," said Natalie Pierre, Parliamentary Assistant to the Minister of Sport.
"These findings confirm that when visitors experience Ontario, they want to come back. Hosting the FIFA World Cup showcased our great province to the world, supported local businesses, and strengthened Ontario's reputation as a world-class destination. That's great news for the future of our tourism economy," said Billy Denault, Parliamentary Assistant to the Minister of Tourism, Culture and Gaming.
About the research
Destination Ontario and Destination Toronto commissioned Context Research Group Inc. to conduct an on-site visitor research study at FIFA World Cup 2026™ activations in Toronto between June 11 and July 19, 2026. The study engaged international tournament travellers and general attendees at the Ontario Pitch, Ontario's activation at FIFA Fan Festival™ Toronto, and Destination Toronto's stadium experience to understand who visited Ontario for the tournament, how they experienced it, where they travelled and what they spent.
The Ontario Travel and Tourism Monthly is Destination Ontario's monthly research program that tracks travel intentions, traveller sentiment and awareness across Ontario, Canada and key international markets.
Both reports are available on the Destination Ontario Insights Portal (DO-IP): https://doinsights.crg.ca/en-ca
About Destination Ontario
Destination Ontario is the lead tourism marketing organization for the province of Ontario. Through innovative marketing and strategic partnerships, Destination Ontario inspires travellers to make Ontario a must-see destination by showcasing the province's diverse destinations, attractions and experiences to audiences across Ontario, Canada and around the world. Working closely with tourism partners, Destination Ontario helps grow the visitor economy and inspire travellers to discover, and return to, the beauty of Ontario. For more information, please visit DestinationOntario.com.
About Destination Toronto
Toronto's visitor economy is a vital economic engine for the city, with a record 28.2 million visitors generating over $9 billion in visitor spending in 2025. Destination Toronto's purpose is to ignite the city's visitor economy to enrich and empower its communities. Operating in partnership with the City of Toronto and the tourism and hospitality community, Destination Toronto promotes the city to attract visitors and major meetings and events and supports local businesses in maximizing the opportunities of the visitor economy. For more information, please visit DestinationToronto.com.
SOURCE Destination Ontario
Media contact : Kate Vrancart, Destination Ontario, Director, Partnerships and Communications, [email protected]
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