Grand events, whether in sports or other fields, have a unique ability to attract tourists to a destination in a way that surpasses the allure of Instagram feeds or glossy travel brochures.

However, with the 2026 World Cup just under seven weeks away from its kickoff, there are growing concerns that one of the three host countries is squandering a golden opportunity to draw future tourists westward.

Football enthusiasts heading to the United States for the 78 matches scheduled there have expressed frustration over being “fleeced” by exorbitant price hikes on everything from hotel stays to travel expenses.

Recently, it came to light that a half-hour train journey from New York’s Penn Station to New Jersey’s MetLife Stadium will set travelers back £111 ($150) for a round trip ticket—11 times the standard fare.

Adding to the challenge, Airbnb, a major player in the vacation rental market, remains barred from operating in New York City due to stringent regulations on short-term rentals, making it difficult for visiting fans to find affordable lodging.

Shop window: 78 matches will take place across 11 US cities when the World Cup kicks off this summer but tourism figures to America are down (President Trump pictured after drawing the US during the FIFA World Cup 2026 Official Draw in December)

The United States, with its 11 host cities, should be on the cusp of experiencing a lucrative tourist surge, poised to benefit from the global audience’s keen interest.

However, despite President Trump’s claims that he has ‘done more for American tourism than anyone’, the latest visitor figures tell a different story. 

Last year, despite global travel increasing, those heading to the US was down by four million, a 5.5 per cent dip on 2024, with visitor spending falling 4.6 per cent.

CEO of the World Travel & Tourism Council, Gloria Guevara, reflected on the figures last week, saying America was now at a ‘crossroads’ when it comes to encouraging overseas visitors, and urging the country to ‘change perception and position the US as a welcoming destination’.

The World Travel & Tourism Council has suggested the US needs to be more ‘welcoming’ to tourists, after overseas visitor figures slid in 2025

The good news for those who can’t quite stomach a slice of apple pie but still fancy a North American adventure? 

Canada is an impressive super sub, serving up all the fun of a US summer holiday – from A-lister hideaways to breathtaking natural beauty and big culture cities – with a warmer welcome. 

Destination Canada told the Daily Mail this week that the country’s tourist industry is already in the midst of a purple patch, with the overseas market growing at 9.8 per cent annually – nearly double the pace of the US.

And it’s still reasonable to fly across the Pond this summer…here’s three east coast Canadian places you shouldn’t miss:

TORONTO    

Green spaces, a high-tech skyline and culture in spades, Toronto is an eight hour flight from the UK

Forget those comparisons with the Big Apple, Toronto is an impressive summer metropolis in its own right. On the northwestern shore of Lake Ontario, the city looks out across a string of 15 tiny isles, some of which make for ideal day-tripping on sunny days. 

There’s fascinating cultural attractions too; tick off the Royal Ontario Museum – home to 18 million pieces of art, the Hockey Hall of Fame and the Aga Khan Museum. Explore the city’s global menu in Little Tokyo, Portugal Village and Little Poland. 

Where to stay: The waterfront Westin Harbour Castle makes the most of those lake views. Doubles from around £279, marriott.com. Flights with AirTransat from £489 to Toronto, airtransat.com 

MUSKOKA 

An easy two-hour drive north from Toronto on Highway 400, Muskoka is home to 1,500 lakes – as well as soaring pine forests, cranberry farms and a scattering of cute towns.

If The Hamptons have long been the summer retreat of choice for US-based celebrities and well-heeled mere mortals, then Muskoka has been quietly wooing them north in recent years.

High profile Muskoka fans include Justin and Hayley Bieber, who usually holiday around Lake Rousseau

Known as ‘Cottage Country’, because the lion’s share of accommodation is self-catering, Muskoka has long been a favourite getaway for Torontonians seeking nature

When Beckham met Elvis: Victoria Beckham shared a snap of her husband with son Cruz and Elvis actor Austin Butler helping move a fallen tree during a stay in Ontario in 2023

Justin and Hayley Bieber are regulars, usually staying around Lake Rousseau, one of the big three lakes. 

Cindy Crawford spends every summer on the private island estate she owns with husband Rande Gerber and Goldie Hawn and Kurt Russell, Earl Spencer and Steven Spielberg have all visited or owned homes in the region.

In 2023, Victoria Beckham posted a photo on Instagram of husband David holding a fallen tree aloft on a rural road; next to him was actor Austin Butler, who played Elvis Presley in Baz Luhrmann’s 2022 blockbuster. 

Posh penned: ‘Did u ever think u would see Elvis and Beckham lifting a tree? Helping the community in Muskoka.’

Where to stay: A week’s stay for four people in a two-bedroom villa in Bracebridge costs from £537pp, base on June flights, visit jaynescottages.com 

NIAGARA-ON-THE LAKE   

Canada’s most visited attraction, Niagara Falls – compromising the thunderous curtains of water that are Horseshoe Falls, American Falls, and Bridal Veil Falls – remains Ontario’s must-do. 

Of course it’s touristy – you’ll share your view with some of the 50,000 visitors that come here daily (up to 30,000 also visit the US side), but none of that matters when you’re getting drenched by spray. Take the poncho and watch Mother Nature unleash – some 757,500 gallons fall every second. 

Oh so pretty: Niagara-on-the-Lake is the perfect chaser to a day at Niagara Falls…and is regularly voted ‘Canada’s prettiest town’

Where to stay? The serene town of Niagara-on-the-Lake is just a half-an-hour’s drive north but a world away. Clustered around Queen Street, a couple of blocks from the Lake Ontario waterfront, are cute hotels, homey stores and comfort-food restaurants galore. 

Regularly voted ‘Canada’s Prettiest Town’, these 19th-century streets are perfect for ambling around, with summer sees clouds of flowers dressing up the Victorian architecture.

The elegant Pillar and Post Hotel & Spa, a few blocks back from Queen Street, once hosted our own late Queen – you can spy a photo of Elizabeth and Prince Philip during their royal tour in 1973 hanging in the lobby. 

Where to stay: Doubles at The Pillar and Post Inn from £260, vintage-hotels.com