TIABC Voice of Tourism Newsletter – June 5, 2026

I remember standing at the edge of a dusty field in Tegucigalpa, Honduras, watching six little boys play soccer barefoot. They had fashioned a ball out of what looked like tightly wrapped plastic and duct tape. It was not perfectly round. It was not branded. It certainly was not regulation. Yet they passed it with precision and intensity, aiming for two makeshift nets that were, in their own way, remarkably accurate.

What struck me was not simply their athleticism. It was their focus. Their commitment. Their joy. It was obvious that this was not just a game. It was something bigger. A shared passion.

Later, at a national football match between archrival teams from San Pedro Sula and Tegucigalpa, I experienced that passion at full volume. Fireworks lit up the open-air stadium. Cannons fired into the sky. The roar of the crowd was unlike anything I had heard before. It was not just noise. It was collective energy.

That passion is not unique to Honduras. It exists in countries across the globe.

In fact, according to FIFA, approximately 5 billion people engaged with the 2022 FIFA World Cup in Qatar. The final alone reached a global audience of 1.5 billion viewers. To put that in perspective, the world’s population is roughly 8 billion. That means nearly 63 percent of the global population tuned in.

Compare that with other major sporting events. The Super Bowl attracts around 180 million viewers. The Stanley Cup Final reaches approximately 22 million, primarily Canadian fans. Impressive numbers, certainly, but nowhere near the scale of global football.

And in just one week, BC will welcome that global energy.

Before I go any further, I will acknowledge what some are thinking. The cost of hosting has exceeded original estimates. Tickets to actual games are expensive and out of reach for some. Matches are being played across North America, not just in one host country. Much of the attention here in BC is focused on Vancouver and the Lower Mainland. And yes, street closures are inconvenient.

Those are valid concerns.

However, there is also a broader picture worth considering.

The FIFA World Cup will shine a global spotlight on Vancouver and on BC. Billions of people will not only watch the matches. They will see the panoramic shots between plays. The skyline. The mountains. The waterfront. Science World dressed up as the Adidas Trionda and ready for its close-up. They will see the beauty that defines this province.

Beyond the broadcast audience, hundreds of thousands of visitors will travel here in person. They will stay in local hotels. They will eat in local restaurants. They will visit attractions, explore neighbourhoods, shop in stores, and experience BC beyond the stadium walls.

Tourism is not just about the event itself. It is about the ripple effect.

For those who are not attending a match, and even for those who are, there are countless ways to participate. The FIFA Fan Festival™ Vancouver will serve as the city’s official destination to watch the tournament live. The Festival will be held at the PNE grounds, featuring the new amphitheatre. Over 28 days, more than 70 matches will be broadcast across the festival grounds, accompanied by food, beverages, live music, and entertainment from Canadian and global artists. The festival will be free to enter, offering a range of attractions and viewing opportunities, with premium options available for those who choose.

Destination BC’s HOME PITCH activation will be the largest presence at the festival. This immersive 360-degree experience will showcase BC’s six tourism regions, landscapes, and Indigenous cultures, developed in partnership with Indigenous Tourism BC and BC’s Host Nations. It is an opportunity to present our province not just as a backdrop for sport, but as a destination rich in culture and story.

Importantly, the tournament energy extends well beyond Vancouver. Restaurants, bars, and venues across BC are hosting public match viewings and soccer-themed celebrations. The Province of BC has invested $1.7 million to support 32 municipalities, regional districts, and First Nations in hosting free local public events tied to the FIFA World Cup 2026. Additional watch parties and community events are also being hosted in towns and cities across BC, ensuring that the excitement of the tournament is shared province-wide.

The projected economic impact reflects that broader reach. The FIFA World Cup is expected to contribute more than $1.7 billion in total domestic economic output to British Columbia and add approximately 980 million dollars to provincial GDP. The tournament is projected to draw more than one million additional visitors, generating over one billion dollars in cumulative tourism revenue for the province between 2026 and 2031.

I acknowledge that there are analyses and statistics that challenge those projections. Economic forecasting around mega-events is never without debate. However, we do know from past global events, including the Olympics, that the long-term economic and reputational benefits for host regions can be significant. Infrastructure improvements, global brand recognition, and increased visitation often extend well beyond the closing ceremony.

Time will tell.

I think back to those boys on the dusty field in Tegucigalpa and the stadium roaring with collective pride. Sport has a way of connecting people in ways that transcend language and geography. The World Cup is not simply a tournament. It is a global gathering.

In a week, that gathering comes to our doorstep.

And while debates about cost and logistics will continue, so too will the opportunity to welcome the world, to showcase BC’s landscapes and communities, and to remind ourselves that tourism is, at its core, about shared experience.

Amber Papou, B.Ed, MBA, ICD.D

CEO, TIABC