Last Updated On 1 April 2026, 4:49 PM EDT (Toronto Time)

Every country with a city preparing to host the 2026 FIFA World Cup this summer is bracing for a significant uptick in international tourism. All along, though, it was assumed the influx would be starkest in the United States, which has 11 host cities compared to three for Mexico and two for Canada.

Yet, it appears this isn’t necessarily going to be the case. Though the U.S. venues will still draw in plenty of international visitors, the numbers suggest that they are losing some of the forecasted tourism to Canada—specifically to host cities Vancouver and Toronto.

This is not technically the most jaw-dropping surprise possible. Canada attracts tons of international jetsetters in a vacuum. Despite being most associated with hockey and basketball, it also has a robust base of soccer fans.

Soccer is among the most popular draws for sports betting in Canada basically year-round. Throw an iconic event like the World Cup into the mix, and you are bound to be an international-tourism magnet.

Here’s the thing: While the micro discussion is so often framed through the lens of the upcoming FIFA tournament, a larger trend is taking place—one that goes beyond strictly the summer of 2026.

Global Tourism in the United States is on the Way Down

Tourism in Canada compared to the United States is not just on the rise for the World Cup months. This is apparently a wholesale trend, a reverse that applies to international tourism arcs in general.

As the folks at Travel and Tour World explain, overseas travel to the U.S. is down writ large and has been since 2025:

“A notable downward trend in international arrivals to the United States has been recorded by global travel analysts throughout late 2025 and early 2026. It is reported that a combination of complex geopolitical factors and more rigorous entry requirements has resulted in a cooling effecton the American visitor economy. According to recent data from Statistics Canada, return trips to the U.S. by Canadian residents have fallen for 13 consecutive months, with a 22 percent decrease noted in January 2026 alone compared to the previous year. This retreat is not limited to North American neighbors; overseas travelers are also being observed redirecting their interests toward more welcoming jurisdictions.”

This is a demonstrative side effect of the United States’ current geopolitical climate. In fact, the catalysts for the dip are understated by Travel and Tour World.

It isn’t just “more rigorous” and complex requirements for entry into the United States impacting numbers. There is a distinct fear element involved. Non-U.S. citizens are just among the many demographics being targeted by President Donald Trump’s administration. The disdain and trepidation for what’s taking place is so strong, entire countries are warning citizens against traveling to the USA to ensure their safety.

International Tourism in Canada is Generating More Overall Interest Amid a Downtick in the U.S.

*“Toronto: Downtown at Night” Licensed Under CC BY-NC-ND 2.0*

For argument’s sake, if international travelers are winnowing down their entry into the U.S., they have to go somewhere else. And to be sure, they will not flock to a singular location. Alternatives will be scattershot, covering all different sectors of the globe.

Still, government officials are pushing for Canada to soak up much of the offset. This makes sense for two reasons. First and foremost, like the U.S., Canada is in North America. That makes it a close neighbor of the states, and an all-too-convenient alternative particularly for FIFA World Cup travelers.

Secondly, and most notably, increasing tourism remains at the heart of the current Canadian administration’s agenda. Entire marketing campaigns are being built around the idea that they can pitch travelers who would typically visit California or New York to instead journey up north.

The end goal? Establishing Canada as an international-tourism superpower by the end of the decade. Economists believe that becoming one of the globe’s top-seven tourist destinations could be worth around $200 million on a per-year basis.

Can Canada Become a Top Global Tourist Destination?

Whether Canada can pull all of this off remains to be seen. The one thing we know is they have their work cut out for them.

This past July, Lewis Nunn of Forbes put together a list of the top-15 international tourist destinations in the world. Canada wasn’t on it.

Which isn’t to say this can’t change. Perception and access are everything in global tourism. Canada is working on improving both.

Additional campaigns highlighting all the country has to offer—including mountainous terrains, scenic overpasses, warmer climates, diverse cultural hubs,etc.—are already easier to find. And as far as access, well, this is where the World Cup comes into play.

Vancouver and Toronto are about to host a cavalcade of tourists they may otherwise not have. That exposure to the Canadian vacation scene could go a long way toward international tourism in the country exploding. If nothing else, it will most certainly ensure Canada remains on a better growth pace than its most direct neighbor.

Sidak Singh Dhanoa

I am a born Canadian citizen and growing daily with my content on INC – Immigration News Canada, developing into an empathetic person and knowing the other side of the story. Born in Toronto, exploring Canada from coast to coast, embracing the nomadic lifestyle.