TIABC Voice of Tourism Newsletter – July 11, 2025

At the AC/DC concert a few months ago, I ran into soccer legend Bobby Lenarduzzi who folks of my vintage (i.e. baby boomer) would recognize as one of Canada’s most popular players. He suited up for the Vancouver Whitecaps & 86ers, but also for Canada in the 1984 Los Angeles Olympics and in the FIFA World Cup in Mexico in 1986. I’ve known Bobby for decades dating back to my days as a sportscaster.

I peppered him with questions about the upcoming FIFA World Cup and what it means to British Columbia and to Canada to be among the hosts. Clearly he’s a big supporter and appreciates the many benefits of the games.

As preparations ramp up, the Province, City of Vancouver and PAVCO recently updated estimates on costs and revenues and noted that hosting seven matches here will generate more than one million additional out-of-province visitors between 2026 and 2031, adding upwards of $1 billion in additional visitor spending. Over this same period more than 18,000 jobs could be generated. Moreover, the report stated that studies show that first- time visitors to BC are likely to return four times during their lifetime.

FIFA’s own economic impact assessment, which covers the period June 2023 to August 2026, estimates that preparing for and hosting the tournament could contribute $1.7 billion in economic benefits for BC including a $980 million increase to GDP and $610 million in labour income. Both reports show impressive numbers but to this point they are only estimates.

Like Bobby, I am a big supporter of massive spectacles like the World Cup and was quoted in the provincial report as saying, “We’re gearing up to leverage the opportunities for BC’s tourism sector. Welcoming fans and visitors from around the globe before, during and after the tournament means real benefits for local tourism businesses and the skilled professionals who power our vibrant industry. We’re looking forward to showcasing unforgettable BC experiences and inspiring visitors to keep returning.”

Yet as bullish as I am about the event, it is also my job to draw attention to issues that I hear about from tourism operators and other stakeholders. For example, there are concerns around ease of travel (e.g. congestion) and border security, not only for visitors that require a visa but even for Canadians and Americans travelling between our two countries in light of President Trump’s tightening of the border. Will there be enough hotel rooms to accommodate tens of thousands of World Cup visitors, as well as other guests? How will the tournament affect the business events, group tour and cruise markets that rely heavily on downtown accommodation in the summer? As tour operators and other businesses shift their focus to Alberta or elsewhere during that time, will there be a lasting impact on BC?

While I’m not convinced that we’ll lose some of our existing business forever, one major Toronto-based tour operator I spoke with this week hinted that it is conceivable especially if their Calgary programs during World Cup prove to be popular and profitable.

Fortunately some of these challenges are being addressed by the BC Tourism Football Club – BCTFC – (DBC, BCDMOA, DVAN, TACS, ITBC & City of Vancouver) whose mandate is to increase destination awareness and visitation, boost geographic and season visitor dispersion, and ensure economic and cultural benefits for communities. However, not all the aforementioned problems are the responsibility of BCTFC, hence the reason TIABC is in the process of discerning where or how we get involved.

When the World Cup draw takes place in a few months, it will be interesting to learn which matches and teams will play at BC Place given that will also help dictate our advocacy role on files such as border security and visas. More to come as our Policy Committee monitors World Cup related matters in the months ahead.

Bobby Lenarduzzi’s soccer career is both long and decorated as a player, coach, builder, and executive. He’s still part of the Vancouver Whitecaps family but more notably shares the distinction of being inducted into both the Canadian and U.S. National Soccer Halls of Fame.

Those of a younger vintage (i.e. millennial), may not know him for his athletic accomplishments but on the other hand might recognize the Lenarduzzi name. His daughter Sunny (who was a keynote speaker at the 2020 BC Tourism Industry Conference) is an entrepreneur, influencer, and broadcaster who is arguably more popular and famous than her father ever was.

Walt Judas

CEO, TIABC