Millions of eyes are on Canada as the country hosts its first FIFA World Cup matches on home soil, but Tourism Minister Rechie Valdez says Ottawa is already looking beyond the tournament itself. 

The feds are betting that the month-long sporting event will catalyze new investment in business opportunities as Canada seeks to diversify its economy. 

“Tourism is one of Canada’s great economic success stories, it creates jobs, it supports business and it brings new revenue into communities right across our country,” Valdez said in an interview with iPolitics on Wednesday. 

The focus on legacy reflects a challenge that has followed major sporting events around the world. While World Cups and Olympic Games often generate billions in economic activity and attract millions of visitors, some host countries have struggled to translate that momentum into long-term growth.

Canada spent roughly over one billion dollars, including $473 million in funding from the federal government, to host the 13 matches, according to the latest Parliamentary Budget Office’s report.

Canada’s World Cup tournament is expected to generate as much as $3.8 billion in economic output for Canada, roughly $2 billion in GDP, according to FIFA.

Valdez said Ottawa’s approach is focused on ensuring the World Cup leaves behind more than packed stadium.

Earlier this month, the government announced that they will be investing in 700,000 local businesses in Toronto to provide support while fans are in town. 

The announcement also included support for Toronto Metropolitan University’s Future of Sport Lab and FIFA 2026 Legacy Incubation Hub, which would help Canadian sport-technology startups commercialize innovations and scale up business. 

Valdez said the government began seeing an opportunity as fewer Canadians travelled to the U.S. amid tensions, thanks to tariffs and comments on becoming the 51st state from President Donald Trump. 

“We saw an opportunity that says a lot of Canadians are no longer visiting down south,” Valdez said, pointing that as the prime minister secures trade agreements, they’re also promoting Canada through the country’s reputation in being “safe and welcoming.” 

Canada’s tourism revenue is expected to reach roughly $140 billion in 2026, according to Destination Canada. 

The agency also projects tourism revenues could grow to $216.3 billion annually by 2035. 

Asked about concerns that domestic travel remains expensive, particularly compared with overseas destinations, Valdez noted that the government is also working on making airfares more affordable for domestic travels. 

She added in the Spring Economic Update, the focus has been on investing in airports and streamlining tourism services. 

“Those investments into our airports will ultimately help ensure that we’re able to reduce the cost, as the volume of visitors come in,” she said. 

“When it comes to flights, we obviously are investing heavily in our investment center,” Valdez said, adding that the Alto high speed rail project will serve as a big component to connecting folks from cities across the country. 

In the longer term, she said Alto high speed rail network would also improve connectivity between major tourism hubs, support small business and help lower barriers to travel within Canada. 

“Tourism supports one in 10 Canadian jobs and I think people don’t realize that’s how much tourism contributes to our country – that’s five thousand communities across Canada where we’re driving economic activity,” Valdez said.