More than a million visitors are expected in Vancouver when the city hosts seven matches at BC Place, including Australia’s opening game of the tournament on June 14.
The financial rewards are expected to be felt across the province for the next five years.
“This is going to be a spotlight that we as a destination have never, ever experienced before,” said Meredith Moll, Destination BC’s Director of Partner and Market Development at a special ‘Welcome the Socceroos’ lunch attended by Traveltalk.
“Tourism plays such an important role to the economic performance of the province.
“We’re here to leverage that opportunity and to support our partners and do whatever we can to make sure our visitors have an amazing time.”
The chance to host the Socceroos has been particularly welcomed.
“When Australia was announced we were throwing a party,” said Ms Moll. “Australia has always been such an important market for us and we are just so excited to be hosting your first match.”
Ms Moll added that she hoped the Aussie fans would take the opportunity to explore everything that British Columbia has to offer.
“We know Vancouver is the gateway to the country for you, so we looked at what we could do to spread out that love across the province.
“We want all these Australian eyes to see the city, our stadium and our beautiful destination, but we also want them to get out and see everything else, like our beautiful mountains and all our other experiences that are unlike any other.”
The organisation has created the ‘Beautiful Seats’ campaign, inviting visitors from around the world to experience the province beyond the football stadium.
Ticket demand for the Vancouver fixtures has been described as “unprecedented” and volunteer applications have made the city one of the most popular destinations for international volunteers, suggesting a lively atmosphere in and around the stadium and fan zones.
What sets Vancouver apart is a hosting model built around partnership with local First Nations.
The Province of British Columbia, City of Vancouver and the Musqueam, Squamish and Tsleil Waututh Nations have signed a historic agreement to co-host and plan the event, with the nations described as integral at every level from fan programming to storytelling.
Ms Moll says the Indigenous experience is “really something we are very proud of” and will be on full display, with host nations leading the fan festival vision alongside Destination Vancouver, Destination Canada and Destination BC.
The focal point for fans without match tickets will be the FIFA Fan Festival at Hastings Park, also known as the PNE, where a new amphitheatre with views over Burrard Inlet and the North Shore mountains will act as a main viewing zone.
The venue, which will become a legacy piece for British Columbia’s arts and events scene, will screen games, host live music and offer food, entertainment and interactive experiences throughout the tournament. Entry will be free but ticketed to manage capacity.
For Australian agents, the event offers clear packaging opportunities. Clients heading to Vancouver for matches can pair game days with time in ski resorts, coastal communities, wine regions or wilderness areas, travelling by road, rail, coach or small group tour.
Australia is already BC’s largest overseas market by visitor numbers, with 2025 arrivals tracking above 2024 and a strong four season pattern of travel.
