A virtual briefing on Jan 30th, 2026 shared updates on Toronto’s Host City plans, business and community participation opportunities, new resources in the Community Activation Toolkit, and initiatives to maximize tourism impact.
Virtual Industry Briefing for FIFA World Cup 2026™
Toronto is one of 16 host cities for the FIFA World Cup 2026™, with six matches taking place in the city between June 12 and July 2, 2026. Representatives from Toronto’s FIFA Secretariat and the City of Toronto joined Destination Toronto for a one-hour virtual briefing on Jan 30, 2026. This followed a first industry briefing in July 2025.
The briefing covered updates on Toronto’s Host City preparations, the expected fan experience, transportation and access plans, and community participation opportunities. It also included information on Destination Toronto’s plans to support visitors in navigating the city and how we’ll be leveraging the tournament to support future growth in the visitor economy.
Watch a recording of the second virtual briefing below, and access the presentation deck, information on the city’s updated Community Activation Toolkit, along with other helpful links to help your business make the most of this once in a lifetime opportunity.
FIFA World Cup 2026™ Toronto Community Activation Toolkit
To support businesses and encourage citywide celebration, the City of Toronto updated the Community Activation Toolkit with new resources. Community Activation Toolkit 2.0 offers simple guidance on what you can and can’t do, plus ideas to help you activate responsibly and confidently.
Questions? Reach out anytime to fwc2026toronto@toronto.ca.
Your guide to planning and promoting FIFA World Cup 26™–inspired events and activations.
Share your Events and Content with Destination Toronto
Fans are building their visits around FIFA World Cup 2026™ matches and actively looking for things to do before, after, and in between. Destination Toronto is working to help businesses and organizations reach those audiences across the city.
Planned events and activations can be shared through Destination Toronto’s event calendar. In addition to the calendar, submitted events may appear on the FIFA Toronto website, DestinationToronto.com, and across visitor-facing channels including social, web articles, and itineraries.
Not an event? Themed menus, special installations, and time-limited experiences can be shared through Destination Toronto’s content submission form and may be considered for social, web, and media storytelling.
You can also submit your 2026 soccer-inspired events to our media team at media@destinationtoronto.com.
Public Viewing Parties
Organizations interested in hosting public viewing parties can learn more about licensing requirements and apply through the FIFA Public Viewing Portal. Public viewing licences are managed directly by FIFA, not the City of Toronto. Questions related to public viewing can be directed to publicviewing@fifa.org.
Toronto’s FIFA World Cup 2026™ Site and Ambassador
Information on ticketing, the game, the stadium, the legacy for the city and so much more is available on the Toronto FIFA World Cup 2026™ site. You can also follow the FIFA World Cup 2026 Toronto™ social channels to stay connected to the excitement: Instagram, X, and Facebook.
Canadian-American actor and comedian Will Arnett is Toronto’s FIFA World Cup 2026™ city ambassador, hyping the city with a sense of humour that can only be Toronto-born. An ambassador video featuring Will Arnett—alongside Toronto b-roll and a city sizzle reel—will air through rights-holding broadcasters to the billions of fans tuning in to watch the games.
Looking for resources from the first Virtual Industry Briefing on July 28, 2025? You can find the video here, and the presentations here.
How to Engage with Destination Toronto
Sign up for our Terminal 2 newsletter to receive updates from Destination Toronto on how businesses can prepare for the FIFA World Cup 2026™, including information about the final industry briefing in the lead-in to the tournament.
You can also join Destination Toronto membership for deeper engagement with Toronto’s visitor economy. Destination Toronto’s membership is free for Toronto-based businesses and helps businesses:
- Expand their reach with visitors and customers
- Gain opportunities to connect with industry peers across a broad network of tourism and hospitality businesses
- Access strategic insights, data and resources for growth
- Participate in industry events, marketing initiatives, and business development opportunities
More information will be added to this page as it becomes available.
