Canada seeks to leverage the 2026 World Cup to attract investment and boost its global profile
Edited By: Sekou Kagné
Canada is looking to capitalize on the global attention generated by the 2026 FIFA World Cup to strengthen its international image and attract new investment, as the government seeks to position the country as a reliable economic and diplomatic partner on the world stage.
The strategy reflects a broader vision promoted by Prime Minister Mark Carney, who has repeatedly argued that middle powers must play a more influential role in an increasingly fragmented international environment.
Speaking to Forecast, Canada’s Minister of State for Sport and Olympic gold medalist Adam van Koeverden emphasized the importance of the country’s international reputation for its economic growth and global influence.
“Our international brand is extremely important to our economy and to Canada’s standing in the world, both diplomatically and commercially,” he said. “We want to demonstrate that Canada is open for business and investment.”
With billions of viewers expected to follow the tournament, Canadian officials see the World Cup as a unique opportunity to showcase the country to international investors, business leaders, and potential partners.
Investment ambitions
The government is counting on foreign investment to support major infrastructure projects, including energy corridors, rail networks, and port expansions aimed at unlocking new economic opportunities across the country.
Officials also hope the tournament will help attract participants to the inaugural Canada Investment Summit, scheduled for September and spearheaded by Prime Minister Carney. The initiative seeks to mobilize up to one trillion Canadian dollars in investment over the next five years to stimulate economic growth and strengthen Canada’s competitiveness.
According to government officials, the summit forms part of a broader effort to adapt to shifting global economic dynamics and secure greater control over Canada’s long-term economic future.
Showcasing Canadian cities
Host cities such as Toronto and Vancouver are also using the tournament to promote their international appeal.
Toronto officials have highlighted the city’s cultural diversity as one of its greatest strengths. Sharon Bollenbach, Chief Executive Officer of Toronto’s FIFA World Cup 2026 Secretariat, described Toronto as a place where more than 250 languages are spoken and where multiculturalism is reflected in everyday life, from local neighborhoods to cuisine and cultural activities.
She said the city’s optimistic atmosphere and vibrant social fabric are among the qualities organizers hope to showcase to international audiences throughout the tournament.
Meanwhile, Vancouver is expected to benefit from extensive global exposure through television broadcasts featuring its iconic coastal landscapes and mountain scenery.
Tourism expectations remain uncertain
Despite the optimism surrounding the tournament, tourism industry representatives caution that the immediate economic impact may be more limited than initially anticipated.
Sarah Angel, President and Chief Executive Officer of the Greater Toronto Hotel Association, noted that approximately half of the tickets sold for matches in Toronto have been purchased by local residents from the city and surrounding region.
She explained that June is already one of Toronto’s busiest periods for conferences, conventions, and business events. As a result, some traditional visitors have chosen to postpone or cancel trips during the World Cup period.
Earlier this year, FIFA reportedly reduced hotel room reservations across several host cities after demand projections failed to meet expectations.
Nevertheless, Canadian officials remain confident that the long-term benefits of hosting the World Cup—including increased international visibility, stronger business ties, and future tourism growth—will outweigh any short-term challenges.
