The economic impact of the World Cup takes shape as fans flood the streets of Toronto

The World Cup was billed as a major economic opportunity for Toronto and Canada.

Now, with the tournament underway, businesses are getting their first real look at whether those promises are translating into customers.

Thousands of fans from around the world descended on Toronto this week for the city’s first men’s race World Cup matches, packed fan zones, patios and sports bars as the excitement surrounding the tournament spread downtown.

“It’s amazing energy in the city,” Sara Anghel, president and CEO of the Greater Toronto Hotel Association, in an interview with Global News.

While crowds have been visible throughout the city centre, Toronto area hotels are not yet seeing growth some may have expected.

“We’ve seen an uneven June. There are days where it’s a little better and days where it’s not so good.”

Anghel said June utilization is currently below last year’s levels, estimating that occupancy could end the month at around 65 percent.

“June is already a very busy month in Toronto,” she said.

“A lot of them stayed away, so it’s not the June we usually have when FIFA isn’t here.”

She noted that when FIFA released additional tickets closer to the tournament, some hotel rooms that had been booked went back on the market.

Destination Toronto CEO Andrew Weir previously told Global News that “even if June ends up a little lower than initial expectations — or even lower than a typical June — the rest of the summer is likely to balance out.”

Between June 12 and July 2, Toronto will host five group stage matches and one knockout match for the 2026 FIFA World Cup.

However, Anghel remains optimistic for the coming months.

“May went well and we expect July and August to go very, very well,” she said.

Some businesses say they are already benefiting from the influx of visitors.

“We had a lineup this morning and the game wasn’t until 3 o’clock,” restaurant manager Callam Hald told Global News.

Anghel added that fans have brought a noticeable boost to restaurants, patios and hotel gathering spaces.

“Yesterday afternoon, everything from the convention center to Front Street was full of people in the courtyard and lobbies like the Royal York,” Anghel said.

Mayor Olivia Chow said the tournament is putting Toronto on the global stage.

“The whole world, they have their eyes on Toronto,” she said.

Whether the World Cup will ultimately deliver the economic boost promised by organizers and governments remains to be seen.

For now, the tournament has clearly brought energy, crowds and international attention, but the full financial impact may not be known until the final whistle.

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