Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and Səlilwətaɬ (Tsleil Waututh), (Vancouver, BC) – July 13, 2026: Hundreds of football fans gathered in some of Canada’s most spectacular landscapes for Destination Canada’s Natural Watch Parties – a first-of-its-kind FIFA World Cup experience that transformed the great outdoors into the best seat in the house. 

Hosted in Vancouver, Toronto, Ottawa, and Halifax, the free events screened select matches in iconic settings. Fans paddled across Lake Ontario to the Toronto Islands, gathered along Halifax’s historic waterfront, cheered on Canada beside the Rideau Canal, and watched from 1220 m (4,000 feet) above sea level on the summit of Grouse Mountain.

The series reimagined traditional watch parties as immersive travel experiences, bringing fans from around the world together with local fans in some of Canada's most spectacular settings. More than places to watch football, they showcased a side of Canada many visitors don’t expect – where extraordinary landscapes, welcoming communities, and outdoor adventure are part of everyday life. 

“Only in Canada could a World Cup watch party involve canoeing to the Toronto Islands or cheering atop a mountain overlooking the Pacific Ocean,” said Gloria Loree, Senior Vice-President, Marketing Strategy and Chief Marketing Officer, Destination Canada. “The Natural Watch Parties invited people from around the world to discover Canada’s landscapes, communities, and welcoming spirit in perhaps a new way – but it sure seems natural to us. The response has been incredible, with extensive international media coverage showcasing the excitement these watch parties created.”

Chris Stark, a well-known British broadcaster, hosted the Vancouver Natural Watch Party at the top of Grouse Mountain. “I have never seen a football match in an environment like this,” he said. “It’s a once-in-a-lifetime experience on top of this mountain in stunning Vancouver – which, by the way, is one of the most beautiful places I have ever seen.”

“The FIFA World Cup 2026™ has given Canadians memories we will cherish for generations,” said the Honourable Adam van Koeverden, Secretary of State (Sport) and Canada’s FIFA Sherpa. “Throughout this tournament, what we’ve known has become clear to the entire world – Canada is a great sport-hosting country that shows up for fans on and off the pitch. Destination Canada delivered exceptional fan experiences that embodied the very best of what our country has to offer. From paddling to the Toronto Islands to gathering at natural watch parties across the country, Canadians and visitors experienced the excitement of the tournament while discovering our landscapes, our hospitality and our love of the game.”

Every Natural Watch Party reached capacity, attracting Canadians and visitors, with shared passion and interest, to an exciting and celebratory atmosphere unlike anywhere else. The events drew attention from international broadcasters and global creators, putting communities in Canada in the global spotlight through coverage in Germany, France, the United Kingdom, Australia, China, across Canada and many other countries. This visibility comes at an important time, as Canada's overseas tourism markets are forecast to grow by 9.8% annually through 2035, helping diversify visitor demand across markets, seasons, and source countries. 

As the official national tourism partner for the FIFA World Cup 2026™, Destination Canada is leveraging global interest in the tournament to position Canada as a world-class destination in key international markets. The FIFA World Cup is expected to attract more than one million visitors and contribute $2 billion to Canada's economy. Overall tourism revenue is projected to reach $140.9 billion in 2026 – a 6% increase over the previous year – and $216.3 billion by 2035, creating lasting benefits for communities across the country.

As the World Cup continues, fans are invited to keep celebrating the beautiful game across Canada. Learn more at www.destinationcanada.com. 

For more information, please contact:

Ekaterina Korneeva, Destination Canada, korneeva.ekaterina@destinationcanada.com

Bojana Duric, Tartanbond, bojana.duric@tartanbond.com

Media assets available:

Canada Media Toolkit for FIFA World Cup 2026™ | Destination Canada

• Natural Watch Parties assets from Vancouver, Toronto, Ottawa and Halifax:
  • Video clips (rights-free)
  • Images (Photo credit: Destination Canada)
• B-roll (FIFA approved and rights free for domestic and global usage)

• Canada Story Packages

About Destination Canada

Destination Canada is Canada’s national tourism organization, promoting the country globally to drive sustainable growth across the visitor economy and strengthen Canada’s competitiveness as a travel destination.

We work with partners nationwide to drive demand through leisure marketing in nine key geographic markets — Australia, China, France, Germany, Japan, Mexico, South Korea, the United Kingdom (UK), and the US. Canada’s compelling new brand platform – underscored by the tagline ‘Canada, naturally’ – sets the expectation that travel in Canada will be real and authentic.

Our global Business Events program competitively positions Canada as a host for major international meetings and conventions.

Additionally, we provide leading research and market intelligence to guide decisions and shape destination development across the country.

Destination Canada’s activities convert public dollars into fast returns, creating jobs, GDP and tax revenues almost immediately. In 2025, tourism generated $133 billion in visitor spending, supporting over 280,000 businesses in 5,000 communities. With revenues projected to grow to $177B by 2030, tourism is a key economic driver and one of Canada’s top service exports, with the potential to contribute 9-10% to Canada’s $300B trade diversification goal.

Destination Canada is a Crown corporation wholly owned by the Government of Canada.