A new Flight Centre Canada survey – conducted by YouGov – being released just before the 2026 FIFA World Cup reveals 80% of Gen Z and millennial Canadians are interested in travelling beyond their home province for a live event this year. Though caution is high amid rising costs and global uncertainty, many see once-in-a-lifetime events as worth the spend, citing the value of making core memories with friends and family.
When asked what makes travelling for a game or concert worthwhile, zillennial Canadians said:
- Creating lasting memories (64%)
- Spending meaningful time with loved ones (63%)
- Enjoying the atmosphere and excitement of a live crowd (49%)
- Being part of a shared moment (34%)
- Supporting a team, player or athlete in-person (33%)
Amra Durakovic, Head of Communications at Flight Centre Canada, said: “It’s not just about what happens on the field or the stage. It’s about the people, the place and the shared experience. I recently flew to Pittsburgh for the NFL Draft alongside 320,000 fans — a record for the city. There’s something electric about experiencing a destination during a major event. It makes you feel part of something bigger, while discovering a place you might not otherwise visit.”
The preferences of zillennials are driving growth in the sports tourism complex in particular, which accounted for 10% of global tourism spending in 2025 and is projected to reach US$1.3 trillion by 2032. In 2026, zillennial sports fans are most interested in watching soccer (39%) live, followed by football (36%), basketball (33%) and hockey (32%).
With the FIFA World Cup coming to Canada this year, desire to see a live match is at an all-time high with 92% of zillennial soccer fans wanting to travel to a game. Eight in 10 (82%) hope to be part of the moment on home turf and many are open to travelling abroad with 48% considering a trip to the U.S. and 31% to Mexico. Affordability and access are emerging as key factors shaping how Canadians plan to participate.
Flight Centre bookings for this summer reflect a similar trend with domestic travel up more than 17% year over year. Mexico bookings are also up 6%, while U.S. travel is beginning to stabilize — up nearly 2%. Specifically, there are pockets of growth in key event-driven destinations including California and Texas, both FIFA World Cup 2026 host regions.
Even as external pressures — from pricing to global volatility — shape travel decisions, demand for shared, live experiences remains resilient. It now becomes an opportunity for the travel industry and sports organizations to deliver more accessible ways to participate through a range of price points, packages and travel options.
Go to www.flightcentre.ca for more.
