Waterloo Region pitches itself as FIFA World Cup getaway destination

Uptown Waterloo and Toronto are seen in these undated images. (CTV News)

With FIFA World Cup matches set to begin in Toronto in exactly three weeks, Waterloo Region officials are hoping some soccer fans make the trip west along Highway 401.

Local leaders and tourism groups are promoting the region as a close, convenient and potentially more affordable option for visitors attending matches at Toronto’s BMO Field this summer.

“Waterloo Region is located about an hour from BMO Field, so we’re really not far from the action,” said Ashley Lansink, marketing director for Explore Waterloo Region.

Public watch parties, festivals and soccer-themed events are planned throughout the tournament across the region.

In downtown Kitchener, the Kitchener Market will become “Soccer Central,” featuring a large viewing screen, food vendors and entertainment.

“It’ll be the largest free event throughout the World Cup for people in Waterloo Region to come and watch their favourite teams,” said Kitchener Mayor Berry Vrbanovic.

Kitchener is also set to host one of the national “Canada Celebrates” events on July 11 at Carl Zehr Square, featuring live entertainment, cultural programming and screenings of quarterfinal matches.

“Kitchener is a huge soccer town — probably only second to hockey,” Vrbanovic said.

Meanwhile, the Gaslight District in Cambridge is preparing to host match viewings on one of Canada’s largest outdoor screens.

The push comes as tourism leaders in Toronto say hotel bookings tied to the World Cup have not filled as quickly as originally expected.

“I think people are taking their time to make their decisions about whether they’re going to come and watch the games in Toronto,” said Sara Anghel, president of the Greater Toronto Hotel Association.

Anghel said some fans are weighing travel costs and deciding which host cities to visit during the tournament.

Waterloo Region tourism officials believe that uncertainty could work in their favour, with accommodations in the tri-cities potentially offering more economical options than downtown Toronto hotels. Tourism groups are also highlighting GO Transit and bus connections between the regions.

“Us being that close, convenient, affordable option is a really good strength for us,” Lansink said.

Officials are also encouraging visitors to explore beyond the urban core.

“You can even go to St. Jacobs for the afternoon,” Vrbanovic said.

The FIFA World Cup is also expected to temporarily reshape other sports operations in southern Ontario. With BMO Field hosting tournament matches, the Toronto Argonauts will move their headquarters to the University of Guelph for much of the summer.

Local leaders say even attracting a small percentage of FIFA visitors could provide a boost for businesses, hotels and tourism operators across Waterloo Region.