Vancouver expecting ‘strong’ 2026 as Fifa World Cup approaches

Vancouver is expecting a “really strong year” with bookings for 2026 “definitely up” as it prepares to host seven Fifa World Cup matches.

Speaking to Aspire, Destination Vancouver’s international marketing manager Victoria Leader said a 2.5% increase in UK travellers up to 191,000 annual visitors is expected in 2026, largely due to the upcoming tournament. 

She said: “There’s a lot of interest and excitement around the city for the World Cup. It really is the big focus for us in terms of new things that are going on next year.”

Leader shared that visitation to the city this year has been “consistent” with 2024 levels, with a “0% change” in overall visitor numbers.

UK visitation in particular remains stable, as Leader says “consistency” is “the main thing” she’s seeing from the UK market.

She added: “The UK market is one of our strongest international markets, and it’s a market that we’ve been very active in for a long time. We have long relationships and partnerships within the UK as one of our top markets.”

In 2026, Destination Vancouver will focus on positioning the city as a “year-round destination” with events held across the calendar including the shoulder seasons, according to Leader.

She also said the city is a convenient “entryway to Canada” for those visiting multiple locations across the country, and that pre and post-cruise trips – especially before or after Alaska journeys – are a “growing trend”.

Leader further highlighted the importance of the “wellness and rejuvenation aspect of Vancouver”, saying: “It’s a very calm, relaxing city. As soon as you step out of the airport, you can smell the fresh air and feel your nervous system relax and reset. Vancouver is a great city for wellness – it’s just part of our DNA.”

She also cited the recently refreshed Michelin Guide as a “really exciting” draw for luxury travellers, as the city is home to 12 Michelin-starred eateries across different cuisines.

Leader said Destination Vancouver “actively works with trade in the UK”, offering a Vancouver Specialist training programme for agent education, with guidance available on the sports tourism expected to be popular in 2026.