The World Cup was billed as a serious economic opportunity for Toronto and Canada.
Now, with the tournament underway, businesses are getting their first real have a look at whether those guarantees are translating into customers.
1000’s of fans from all over the world descended on Toronto this week for town’s first men’s World Cup matches, filling fan zones, patios and sports bars as excitement across the tournament spread across downtown.
“It’s amazing energy in town,” Sara Anghel, president and CEO of the Greater Toronto Hotel Association, in an interview with Global News.
While crowds have been visible throughout town’s core, Toronto-area hotels are usually not yet seeing the surge some can have expected.
“We’ve seen an uneven June. There are days where it’s a bit higher and days where it’s not as great.”
Anghel said June occupancy is currently tracking below last 12 months’s levels, estimating that occupancy could finish the month at around 65 per cent.
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“June is already a extremely busy month in Toronto,” she said.
“A whole lot of them stayed away, so it’s not the June we often get when FIFA isn’t here.”
She noted that when FIFA released additional tickets closer to the tournament, some hotel rooms that had been reserved were put back in the marketplace.
The CEO of Destination Toronto, Andrew Weir, previously told Global News that “even when June finally ends up a bit bit lower than initial expectations — and even lower than a typical June can be — the remainder of the summer likely will balance out.”
Between June 12 and July 2, Toronto is hosting five group stage matches and one knockout game for the 2026 FIFA World Cup.
Still, Anghel stays optimistic in regards to the months ahead.
“May did well and we expect July and August will do very, thoroughly,” she said.
Some businesses say they’re already benefiting from the influx of holiday makers.
“We had a lineup this morning and the sport wasn’t until 3,” 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, all the things from the convention centre all of the solution to Front Street was stuffed with people at patios and lobbies just like the Royal York,” Anghel said.
Mayor Olivia Chow said the tournament is putting Toronto on the worldwide stage.
“The complete world, they’ve their eyes on Toronto,” she said.
Whether the World Cup ultimately delivers the economic boost promised by organizers and governments stays to be seen.
For now, the tournament has clearly brought energy, crowds and international attention, but the total financial impact is probably not known until the ultimate game whistle blows.
© 2026 Global News, a division of Corus Entertainment Inc.