100 Days to FIFA World Cup 2026: Destination Toronto Prepares for a Boost

With 100 days to go until matches kick off in Toronto for the FIFA World Cup 2026, the city’s tourism engine is already in high gear.

For Destination Toronto, the milestone is about far more than sport. It is a global platform, one that reinforces Toronto’s standing as one of North America’s most diverse, dynamic urban destinations.

To mark the 100-day countdown, Tuesday evening (March 3), the city is hosting a free, large-scale celebration featuring performers connected to the music scenes of participating countries, alongside international food offerings. The goal is clear: harness the excitement of the World Cup to tell Toronto’s broader tourism story.

As Kelly Jackson, Vice-President, Destination Development at Destination Toronto told us Tuesday afternoon ahead of the event, the celebration is designed to capture more of that excitement while showcasing the city’s multicultural energy.

Toronto’s tourism momentum is already strong however. While visitation from the U.S. — traditionally the city’s largest international market outside of Canada softened by 6% compared to 2024, overall results still delivered a record-setting year.

That performance was buoyed by domestic travel and growing international arrivals for both leisure and business.

“We did see a softening in what’s typically our biggest market outside of Canadians,” Jackson noted. “And yet that increase not just from domestic travel, but from a number of other countries, people choosing to come to Toronto, whether it’s for business or pleasure, really offset that softening.”

For the trade, the takeaway is significant: Toronto’s tourism base is diversifying. The city is increasingly less dependent on a single source market and more resilient in the face of regional fluctuations.

With matches set to take place in Toronto, Jackson says the city’s hotel sector is anticipating a significant occupancy surge driven by international fans, team delegations, media, and corporate sponsors. Major global sporting events historically compress room inventory well beyond peak summer levels – as shown last year with the Toronto Blue Jays run in the World Series.

The City of Toronto will host six matches, kicking off on June 12, 2026, with the first-ever men’s FIFA World Cup match on Canadian soil and featuring Canada’s Men’s National Team. Toronto is also hosting a round of 32 match on July 2, 2026.

Toronto’s diverse hotel supply, from luxury downtown properties to the airport and suburbs, is expected to see strong demand across all segments. Beyond match days themselves, Jackson says the real opportunity lies in extended stays, as visitors build pre and post-game itineraries that incorporate neighbourhood exploration, culinary experiences, and nearby regional travel.

Toronto is also sharpening its focus on the global travel trade.

This year, the city will host Rendez-vous Canada (RVC), Canada’s premier international tourism marketplace, just weeks before World Cup matches begin.

The timing positions Toronto to connect directly with international buyers and tour operators at a moment when global attention is intensifying. It also allows suppliers to build match-adjacent itineraries encouraging visitors to extend stays with culinary, cultural, and neighbourhood experiences.

“It’s a major opportunity,” Jackson said, describing RVC’s role in amplifying Toronto’s exposure.

“This is an opportunity to tell our story to so many people about, wow, what an amazing city that is,” Jackson says.

“And doesn’t that provide us a great opportunity to attract more people to come?”