Cheering on England with VisitBritain, as sports tourism booms

TORONTO — There were big cheers and ultimately a happy ending for English soccer fans and friends of VisitBritain at a watch party yesterday for the England vs. Croatia match.

Hosted by the British Consul General in Toronto, Fouzia Younis, and VisitBritain, the party took over the top floor of Toronto’s long-time Annex alehouse, the Duke of York.

The fun afternoon – capped by England’s win – was all about celebrating connection through sport and the World Cup, said Younis.

Travel to the UK from Canada “is booming,” Younis told Travelweek. “Our goal for 2026 from Canada is 1 million, and anything over that would be amazing.”

The UK’s Electronic Travel Authorization (ETA) came into effect for visitors from 85 countries, including Canada, on Feb. 25. While travellers to Europe are experiencing issues with the EU’s EES (Entry/Exit System), the rollout of the UK’s ETA has been relatively smooth, said Younis. “There’s been the dual national issue, I know there’s a few people having difficulties with that, but on the whole it’s going well.”

She pointed to WestJet’s new flights to Cardiff and Glasgow as further proof that demand is strong. Carriers serving routes between Canada and the UK include Air Canada, WestJet, Air Transat, Virgin Atlantic and British Airways. “Lift is steady. The airlines tell us their UK flights are full,” said Younis.

She added: “It’s brilliant to see sports tourism so popular. We’re hoping that a legacy from FIFA 2026 is loads more fans interested in the game.”

Lead image caption: Cathy Stapells, Director, Canada for VisitBritain and British Consul General in Toronto, Fouzia Younis






Get travel news right to your inbox!