Hotel demand in Toronto for FIFA World Cup not meeting expectations: official

One of four giant LCD screens located around the pitch at BMO Field is shown as part of the stadium’s upgrades ahead of hosting six FIFA World Cup 2026 matches in Toronto, Ont., March 24, 2026. THE CANADIAN PRESS/Eduardo Lima

Demand for hotels in Toronto during the FIFA World Cup continues to lag behind what was initially expected by those in the hospitality industry following the cancellation of thousands of rooms by soccer’s governing body.

President and CEO of the Greater Toronto Hotel Association Sara Anghel confirmed the cancellations in an interview with CTV News Toronto on Wednesday, though she did not provide a specific number.

Officials in Vancouver previously indicated that FIFA had cancelled 15,000 hotel nights over the course of the tournament.

“Yes, FIFA blocks have dropped so we’re not seeing as much demand as perhaps all the cities would have expected leading up to the games” Anghel said.

The World Cup is now less than three weeks away and one of the biggest question marks that remains is what will the true economic benefit be?

FIFA has previously estimated that the tournament could generate up to $940 million in economic output for the Greater Toronto Area. However, when hotel vacancies and other events in the city are factored in, experts say that number is difficult to quantify.

“It’s almost impossible unless you go up to every tourist and ask, did you come here for the World Cup?” Wayne Smith, who is the director of the Institute for Hospitality and Tourism Research at Toronto Metropolitan University, told CTV News Toronto.

Summer events including Pride Toronto and Blue Jays home games already attract countless visitors to Toronto during June and July. Smith said that because of that the tourism impact may not reach the level of Taylor Swift’s sold-out concerts in Toronto back in November, 2024, which coincided with an otherwise slow month for the hospitality industry.

He predicts the direct tourism gain from the World Cup will be incremental and more of a long-term marketing play.

“All of these events are going to compound over time and you’re going to get more tourism, which is going to lead to more economic development because people will see when the city’s good to live in and have good quality of life,” he said.