Toronto and province won big at World Cup: Report
· Toronto Sun
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It has been two months since the World Cup Round of 32 game between Croatia and Portugal at Toronto Stadium sent thousands flooding into the streets of the city in delirium.
In front of 43.036 paying patrons on July 2, Portugal earned a 2-1 win when Gonçalo Ramos secured the victory with a 94th-minute goal. Croatia appeared to have equalized in the 103rd minute, but a goal by Josko Gvardiol was ruled offside after an assistant referee review.
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Croatian fans were incredulous, showering the field with debris.
A new report by Destination Ontario, however, suggests that Toronto and Ontario were the real winners.
The study, dated Sept. 2, said that 92% of tournament attendees said they are likely to return to Ontario for leisure travel within the next two years, while 96% said they would return for another large international event.
Overall, Toronto hosted six games over 20 days. Aside from Canadian fans, the city hosted citizens from around the globe, including many rooting for competing nations that included Croatia, Portugal, Germany, Iraq, Senegal, Panama, Bosnia and Herzegovina and Côte d’Ivoire.
There were also surely thousands of attendees in Toronto who had zero vested interest in any of the teams; they just wanted to be part of the experience.
“The fan festival gave visitors from around the world the opportunity to experience Ontario’s energy, diversity and hospitality firsthand,” said Vincenza Ronaldi, president and CEO of Destination Ontario. “These findings show that those experiences leave a lasting impression. When visitors enjoy their time here, they don’t just take home great memories, they begin planning their next trip.”
Big-ticket experiences drive decision making
More than four in five visitors came to Toronto primarily because of the World Cup, according to survey respondents representing nine Canadian provinces, 25 U.S. states and 57 countries.
“The (World Cup) put Ontario on the world stage and highlighted the hospitality, diversity and energy that make our province a world-class destination,” said Natalie Pierre, parliamentary assistant to the minister of sport. “We are proud to have supported Toronto in hosting this historic event and look forward to building on its success.”
The report also said that 25% of overnight visitors travelled elsewhere in Ontario. The overnighters spent an average of $1,033 per person during their stay in the province, excluding match tickets and flights, and stayed nearly seven nights on average.
“More and more, big-ticket experiences like sporting events and concerts are driving decisions about where people choose to travel,” said Andrew Weir, president and CEO of Destination Toronto. “Toronto saw strong international visitation and spending in June. And while many of those travellers were here for the World Cup, it is clear they also explored more of the city and region and were inspired to return for a future trip.”
More than 350,000 people attended the FIFA fan festival over 23 event days. The event brought together 86 performers and 19 cultural acts.
And despite the handwringing about the cost to attend the Toronto games, spectators paying anywhere between $900 and $3,000 on the secondary ticket market, the report says approximately 250,000 fans attended the matches at Toronto Stadium, or an average of approximately 41,000 per game.
“These findings confirm that when visitors experience Ontario, they want to come back,” said Billy Denault, parliamentary assistant to the Minister of Tourism, Culture and Gaming. “Hosting the World Cup showcased our great province to the world, supported local businesses, and strengthened Ontario’s reputation as a world-class destination. That’s great news for the future of our tourism economy.”