Major events like the World Cup often serve as powerful magnets for tourists, drawing visitors in ways that no Instagram post or holiday brochure can. However, with less than seven weeks until the first match of the 2026 FIFA World Cup, one of the three host nations may be squandering a golden opportunity to attract future holidaymakers.
US Tourism Struggles Despite World Cup Hype
Football fans heading to the 78 matches on American soil have voiced frustration over exorbitant prices. A 30-minute train ride from New York's Penn Station to MetLife Stadium in New Jersey costs £111 ($150) for a return ticket—11 times the usual fare. Additionally, Airbnb remains effectively banned in New York City due to strict short-term rental regulations, making affordable accommodation scarce for traveling supporters.
Despite President Trump's claims of boosting tourism, visitor numbers tell a different story. Last year, the US saw 4 million fewer international visitors, a 5.5% decline from 2024, with spending falling by 4.6%. Gloria Guevara, CEO of the World Travel and Tourism Council, described the US as being at a "crossroads" and urged the country to "change perception and position the US as a welcoming destination."
Canada Steps Up as a Welcoming Alternative
For those seeking a North American adventure without the hefty price tag, Canada offers a warm welcome. Destination Canada reports that the country's tourism industry is booming, with overseas market growth at 9.8% annually—nearly double the US rate. Here are three must-visit destinations on Canada's east coast:
Toronto: A Vibrant Metropolis
Toronto, an eight-hour flight from the UK, boasts green spaces, a high-tech skyline, and rich culture. Located on Lake Ontario's northwestern shore, it offers day trips to 15 tiny islands. Cultural highlights include the Royal Ontario Museum (home to 18 million artworks), the Hockey Hall of Fame, and the Aga Khan Museum. Explore global cuisine in Little Tokyo, Portugal Village, and Little Poland.
Where to stay: The Westin Harbour Castle offers lake views from around £279 per night. Flights with Air Transat from £489.
Muskoka: Cottage Country for Celebrities
A two-hour drive north of Toronto, Muskoka features 1,500 lakes, pine forests, cranberry farms, and charming towns. Known as "Cottage Country," it has attracted celebrities like Justin and Hailey Bieber, Cindy Crawford, and Steven Spielberg. In 2023, Victoria Beckham posted a photo of David Beckham and actor Austin Butler lifting a fallen tree, captioning it: "Did you ever think you would see Elvis and Beckham lifting a tree?"
Where to stay: A week for four in a two-bedroom villa in Bracebridge from £537 per person, including June flights.
Niagara-on-the-Lake: Prettiest Town in Canada
Niagara Falls remains Ontario's top attraction, with 757,500 gallons of water cascading every second. For a serene escape, Niagara-on-the-Lake, a 30-minute drive north, offers 19th-century streets, boutique hotels, and comfort food. The Pillar and Post Hotel & Spa once hosted Queen Elizabeth II and Prince Philip.
Where to stay: Doubles at The Pillar and Post Inn from £260 per night.
