How Destination BC Is Getting Set For FIFA World Cup 2026

The countdown to FIFA World Cup 2026 is officially on, and British Columbia is gearing up for one of the biggest tourism moments in its history. With teams from Australia, Switzerland, Qatar, New Zealand, Egypt, Belgium—and of course, Canada—set to play in Vancouver, preparations are in full swing. From cinematic campaigns like Beautiful Seats to new province-wide travel packages designed for global fans, Destination BC is working to make sure visitors see far more than just the pitch.

We sat down with Kristen Learned, Specialist in Corporate Communications at Destination BC, to chat about the match schedule, how the province is showcasing its star power, and what this once-in-a-lifetime opportunity means for communities across BC. —Noa Nichol

With Australia, Switzerland, Qatar, New Zealand, Egypt, and Belgium all set to play in Vancouver, what kind of international energy are you expecting to ripple through the city and beyond?

We anticipate a vibrant wave of international energy that will be felt across Vancouver and throughout the province. Each team brings its own fans, stories, and spirit, creating an atmosphere that goes beyond the matches themselves. This is more than a sporting event. It’s a cultural moment. The diversity of nations playing here reflects British Columbia’s own global connections and multicultural makeup. As fans explore local neighbourhoods, attend cultural events, and travel beyond the city, we expect to see a powerful cross-cultural exchange that reinforces BC’s reputation as a welcoming and globally minded destination.

The new phase of the Beautiful Seats campaign is such a stunning concept—how does it invite fans to experience BC beyond the stadium walls?

Beautiful Seats connects the exhilaration of game day to the awe-inspiring beauty in BC. It’s an initiative designed to showcase the breadth of iconic BC travel experiences to international audiences, while creating long-term value for tourism industry partners and communities across the province.

The creative concept plays on the idea that while BC Place will host the beautiful game, the province also offers “beautiful seats” throughout its diverse landscapes: on rocks, boats, horseback, surfboards, or chairlifts. While millions of fans compete for seats inside stadiums, British Columbia offers a different kind of spectacle – one where the seats are found on mountaintops, along coastlines, in vineyards, forests, or Indigenous-led cultural experiences.

What also makes this campaign especially impactful is its agility. Just days after the official FIFA World Cup 2026™ match draw, Destination BC expanded Beautiful Seats to new international markets, quickly activating in countries like Australia, Switzerland, and Belgium to meet fan interest where it’s highest. This responsive approach ensures that fans are inspired from the outset to turn their ticket into a journey.

The response to your Beautiful Seats content call-out was massive—170 businesses and over 860 images! What does that level of engagement say about how ready BC is to shine on the world stage?

This incredible response reflects the pride and passion that tourism businesses and communities across BC have for the places they live. It shows how eager our industry is to be part of this global moment. From small towns to major cities, people are ready to showcase what makes each corner of the province so special. The assets we received were as diverse as the landscapes themselves – coastal views, alpine trails, vineyards, markets, you name it. It’s a reminder that the story of this place isn’t just told from a stadium. It’s told from everywhere.

With overnight visitor packages now launching through Discover Canada Tours and Entrée Canada, how are you making it easier for international fans to turn match trips into full BC adventures?

In partnership with Discover Canada Tours and Entrée Canada, Destination BC is connecting fans to newly launched travel packages designed to encourage extended stays and exploration across the province before, during, and after the matches. We’re working with these trusted tour operators to offer seamless, multi-day travel experiences that extend well beyond the city, for every type of traveller.

Featured on the Beautiful Seats FIFA World Cup 26™ page on SuperNaturalBC.com, the packages are being actively promoted to global audiences and cater to a range of travel motivators, durations, and budgets, making it easier for fans to turn their visit into an unforgettable journey in BC. Whether it’s a guided trip through the Canadian Rockies, a cultural visit to Indigenous-led experiences, or a culinary tour in the Okanagan, these packages make it easy for fans to build once-in-a-lifetime trips around the matches. It’s about turning a few hours in the stadium into several unforgettable days across the province.

From luxury travellers coming from Qatar to avid touring visitors from Switzerland and Australia—how are you tailoring BC’s experiences to match different global travel styles?

We know that visitors have different expectations and interests depending on where they’re coming from, and BC is ready to deliver. We’re connecting the right experiences to the right people at the right time, and ensuring they’re presented in a way that feels compelling for each audience segment. Through our in-market teams and global partnerships, we’re tailoring itineraries, travel content, and booking pathways to meet a wide range of preferences, from bespoke, high-end stays to self-guided road trips and eco-adventures.

While some of the match draws tap into our existing key markets – for example, Australia – the drawn countries also open the door to new emerging markets for BC, which we’re still learning more about. Qatar, for example, is not an existing key market, but as a high-yield, luxury market, it presents a great opportunity for tourism operators who specialize in that space. Switzerland is a key touring market, with similar travel behaviours and motivators to other existing/established key markets like Germany. The beauty of BC is that it can deliver all of this across the spectrum of preferences, often in the same day.

There’s already huge excitement around the possibility of Egypt’s Mohamed Salah playing in Vancouver. How does star power like this amplify BC’s visibility worldwide?

Athletes like Mohamed Salah have global fan bases that transcend sport. If he plays in Vancouver, it has the potential to turn millions of eyes toward our city and province. But it’s not just about fame. It’s about what that spotlight reveals. When international media and fans follow a star player to BC, they also discover the landscapes, cultures, and communities that define us. Star power brings attention. What BC does with it creates legacy.

With potential knockout-stage matchups involving teams like Italy or Portugal, how are you preparing for sudden surges in global attention and visitor demand?

Our preparations include flexible marketing campaigns, coordinated visitor servicing, and active partnerships with the tourism industry across the province. As the tournament evolves, so do our plans. We’re working with the Province, DMOs, cities, Visitor Centres, and our industry partners to ensure real-time responsiveness. That includes multilingual resources, updated travel information, and event-ready connectivity. We’re also supporting local businesses so they can welcome international guests with confidence. While the world is watching, BC will be ready.

The “Same Day Game Day” workshops sound like a smart solution for crowds and accommodation pressures—how will nearby communities benefit from this strategy?

Same Day Game Day is about sharing both opportunity and impact. This transportation workshop will explore how to help communities within a few hours of Vancouver prepare to welcome visitors on match days, whether as overnight guests or day-trippers. That means more bookings for local restaurants, accommodations, and experiences. It also encourages visitors to discover places they might not have otherwise explored. It’s a sustainable way to extend benefits beyond the city core and is our way of showing fans from around the world that staying outside Metro Vancouver is both easy and enjoyable. With strong partnerships in place with transportation options, visitors can stay an hour or two away, travel in for the match, and return to their accommodation the same day without worry.

The workshops focus on transportation first. By bringing transportation agencies and destination organizations together, we can map out what services already exist and where adjustments will help fans travel smoothly after evening matches. This gives communities confidence in what they can promote and helps ensure visitors do not miss connections or leave early.

The best part is the collaboration it creates. Same Day Game Day is a simple idea that brings partners together in new ways, building relationships that will support the tournament now and future regional projects long after the World Cup.

You’re actively hosting international media and rolling out FIFA-themed global events—what kind of stories about BC are resonating most with global audiences so far?

Over the past year, we have been actively hosting media and broadcasters, and this work will continue in the months leading up to the games. In our global markets, we are also hosting FIFA-themed events and desk-side media meetings to strengthen relationships and expand coverage opportunities. To support this outreach, we’ve developed a comprehensive FIFA press kit to generate media coverage that highlights both Vancouver and destinations throughout the rest of the province.

The stories resonating most are those that go beyond the stadium to showcase the distinct elements of BC that make this province so special. Specifically, media are excited about:

• Indigenous cultural experiences and how the tournament is taking place on the territories of the Three Host First Nations (Musqueam Indian Band, Squamish Nation and Tsleil-Waututh Nation)
• Wildlife-focused stories, such as grizzly bear viewing in the Great Bear Rainforest or whale watching in the Salish Sea
• Access to nature from downtown Vancouver, including Stanley Park, Grouse Mountain, and the Sea to Sky Corridor
• Multicultural communities and global flavours, from the Punjabi Market to MICHELIN-starred dining
• Post-match road trips, like the Rainforest to Rockies route

The blend of nature, culture, and sport – rooted in place and people – is what sets BC apart. International media are drawn to that combination.

Looking beyond the final whistle of 2026, what lasting tourism legacy do you hope the World Cup leaves for Vancouver and the entire province of British Columbia?

We want to see long-term benefits that reach beyond the tournament. When visitors leave BC with stories to tell and memories to share, they become ambassadors for everything the province has to offer. We want the world to see BC as a warm, welcoming, and inclusive destination, one that celebrates community and culture, and makes it easy for every kind of traveller to feel at home. Whether someone comes for sport, nature, food, or culture, our goal is that they leave feeling inspired to return. That is the kind of legacy that lasts well beyond a final whistle. The World Cup is a moment in time. What we build from it will shape the next decade of tourism in BC.