July 14 – Destination Canada, the official national tourism partner for World Cup 2026, is reporting more than one million visitors to matches in the country and a $2 billion contribution to Canada’s economy.  

Overall tourism revenue is projected to reach $140.9 billion in 2026 – a 6% increase over the previous year – and $216.3 billion by 2035. 

The 2026 World Cup has been a key driver of raising Canada’s profile as an international tourist destination and has been a key part of the legacy marketing. 

“Canada’s overseas tourism markets are forecast to grow by 9.8% annually through 2035, helping diversify visitor demand across markets, seasons, and source countries,” said Destination Canada. 

Where the Canadian marketing differed from their neighbours south of the border was in the creation of a series of ‘Natural Watch Parties’ that took fans out of traditional city-centre based gatherings to iconic landscapes in the great outdoors. 

Hosted in Vancouver, Toronto, Ottawa, and Halifax, the free events saw fans paddle across Lake Ontario to the Toronto Islands, gather along Halifax’s historic waterfront, follow the Canadian team beside the Rideau Canal, and watch from 1220m (4,000 feet) above sea level on the summit of Grouse Mountain. 

“The series reimagined traditional watch parties as immersive travel experiences, bringing fans from around the world together with local fans in some of Canada’s most spectacular settings. More than places to watch football, they showcased a side of Canada many visitors don’t expect – where extraordinary landscapes, welcoming communities, and outdoor adventure are part of everyday life,” said Destination Canada. 

“Only in Canada could a World Cup watch party involve canoeing to the Toronto Islands or cheering atop a mountain overlooking the Pacific Ocean,” said Gloria Loree, Senior Vice-President, Marketing Strategy and Chief Marketing Officer, Destination Canada.  

“The Natural Watch Parties invited people from around the world to discover Canada’s landscapes, communities, and welcoming spirit in perhaps a new way – but it sure seems natural to us. The response has been incredible, with extensive international media coverage showcasing the excitement these watch parties created.” 

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