London looks to score with FIFA tourism campaign ahead of World Cup 2026

Exterior of Tourism London on Dundas Street. May 12, 2026. (Reta Ismail/CTV News London)

As the world prepares for the 2026 FIFA World Cup, Tourism London hopes the Forest City can capitalize on the excitement.

The organization has launched “A Match Made in London,” an international tourism campaign aimed at attracting soccer fans travelling to Canada during the tournament.

Running from April 30 to July 15, the campaign promotes London, Ont., as an affordable, experience-rich destination for visitors attending matches in Toronto and elsewhere in North America.

“This is the biggest sporting event to come to Canada,” said Zanth Jarvis, director of Sport Tourism London. “This is a once-in-a-lifetime opportunity for our country.”

New research from Destination Ontario suggests the opportunity could stretch far beyond Toronto. A recent study found nine in 10 travellers planning a FIFA World Cup trip to Ontario say they are likely to explore destinations outside the host city during their visit.

The research also found visitors are seeking experiences beyond soccer, including food and drink, sightseeing, nightlife and cultural attractions.

Tourism officials say that aligns with what London offers.

While London is not a host city, officials say its location — about two hours from Toronto — makes it an attractive option for travellers looking to avoid high hotel prices and congestion expected in host cities.

“We have partnerships with VIA Rail to take advantage of those travel opportunities, discounted rates at hotels and different options,” Jarvis said. “If you’ve never been to Canada, this is a chance to explore our city and learn more about the country.”

The campaign highlights London’s summer festivals, live music, culinary offerings and family-friendly attractions under themes such as “You + Live Music,” “You + Family Fun” and “You + Hotel Savings.”

As part of the initiative, verified World Cup fans will be eligible for a limited-time 30 per cent discount on VIA Rail travel between Toronto and London from June 8 to July 6.

Tourism London is also promoting Canada Celebrates the FIFA World Cup 2026, a free fan event planned for July 4 in Victoria Park. The event will feature live match viewing, soccer-themed activities, cultural programming, music and food.

Jarvis said the goal is to extend the excitement of the tournament beyond stadiums while introducing international visitors to the city.

“As much as there will be gridlock and chaos, we want to take advantage of that and celebrate this major sporting event coming to Canada,” he said.

The campaign will run across social media, YouTube, Google Display and paid search advertising, directing users to a dedicated tourism landing page.