Traffic, travel time concerns for FIFA tourists
Visitors from U.S. and Europe worry about Toronto traffic
by Christian Zdravko
A Destination Ontario report suggests travel time and traffic is a concern for many American and European tourists visiting Toronto for the 2026 FIFA World Cup.
The FIFA World Cup 2026™ Market Intelligence Study, conducted by independent research firm Context Research Group Inc. used a sample of 1,406 people — 804 from Michigan, Ohio, N.Y. and Chicago, 201 from the U.K., 201 from Germany and 201 from France.
Traffic concerns
The data suggests that almost 60 per cent of travellers view travel times as a factor influencing their travel decisions, with travel costs following closely at second.
Nearly a third of the sample view traffic and congestion as a factor influencing their travel decisions, and a quarter see it as a barrier to their travel.
William Schatten is a founding partner of Context Research Group Inc. In a market webinar for FIFA World Cup 2026 Ontario travel data, he suggested offering reliable travel information to visitors, which can address their concerns. “Transportation complexity, unclear routes and difficulty planning trips are all things we can directly address through better information and support tools for these travellers,” says Schatten.
According to the study, 41 per cent of visitors would appreciate maps and navigation info, 37 per cent would like access to info on travel times and distances, and 35 per cent would want transportation guidance info during the trip.
Ontario travel beyond Toronto
According to the report, 90 per cent of visitors say they are planning to explore the province beyond Toronto. The sample suggests a roughly 80 per cent likelihood to travel throughout Ontario by rental or owned vehicle.
The report also suggests that at least half of tourists are open to travel between four and five hours beyond Toronto for an overnight trip.
Schatten made note of this opportunity to attract tourists to nearby Ontario hotspots like Muskoka and Ottawa — roughly two to three hours from Toronto, and Ottawa — roughly four to five hours away. “If you can show visitors that a destination is reachable within four hours and worth an overnight, you’ve addressed that core threshold that governs the decision-making process for these travellers.”
The data suggests that for overnight Ontario travellers going beyond Toronto, any location five hours away from the city may only appeal to 37 per cent of them, and only about one fifth would consider travelling six or more hours from the city to reach their destination for an overnight stay.
45,000 spectators are expected to attend all six World Cup games at BMO Field in Toronto this year, and 20,000 fans are expected to attend the FIFA Fan Festival at Fort York National Historic Site and The Bentway for all 22 days of its operation, according to the City of Toronto’s FIFA World Cup 2026 Mobility Plan.
