Next summer, the FIFA World Cup will land in Canada for the first time, turning Toronto and Vancouver into global stages. Millions will be watching, and hundreds of thousands will be here: in the streets, in hotels, in your restaurants, shops, and visitor experiences.
For tourism operators and local businesses, this isn’t just a spike in traffic. It’s a once-in-a-generation chance to reach an international audience, shape first impressions, and turn real-world moments into global visibility. The brands that are ready—linguistically, culturally, strategically—will be the ones that truly stand out.
While the countdown is on, there’s still time to prepare. Here are a few ways to start.
Beyond the game: A bigger journey for visitors
FIFA ticket sales open in September. When fans start booking, they’re not just looking for game-day logistics—they’re planning extended stays and multi-city itineraries to explore more of what Canada has to offer.
For Toronto and Vancouver, this is an obvious opportunity. But surrounding destinations—from Quebec’s historic streets and culinary scenes to Banff’s iconic mountain landscapes—stand to benefit too. The question is: when travellers start searching, will they find you? Will they understand what you offer and feel like it’s meant for them?
Global visibility starts with inclusive communication
Many international visitors don’t speak English or French as a first language. They rely on digital tools, social media, and signage to make decisions quickly and confidently. That’s where multilingual communication makes all the difference.
Tourism operators and businesses should consider:
- Multilingual landing pages that explain what you offer, how to book, and why to visit
- Translated signage, menus, venue info, or guides that help people feel welcome
- Search and display ads with multilingual creative to improve click-throughs
- Social media campaigns that reach audiences on the platforms they actually use
For example, RedNote is a major source of travel inspiration for Chinese travellers—think of it as a cross between Instagram, Pinterest and TripAdvisor. Many Canadian destinations and local businesses now use the platform to connect directly with Chinese-speaking tourists, either through official accounts or by partnering with trusted local influencers (KOLs).
Hospitality is about connection, not just convenience
Creating a globally welcoming experience doesn’t have to mean a massive investment. In fact, small touches—like a translated menu or a campaign tagline adapted into key visitor languages—can build real trust.
For guests navigating an unfamiliar country, those details matter. They show that your business has thought about them. That kind of recognition turns a transaction into a memory, and in the age of social sharing, one positive experience can ripple far beyond your physical storefront.
Equip your team to welcome the world
Customer-facing staff are the human face of your business. If they feel prepared and supported, your guests will too.
Offering basic multilingual training, cultural awareness sessions, or even having quick-reference language cards on hand can make a meaningful difference. LAT can also provide customized workshops and webinars to help teams better understand international audiences and learn how to communicate with empathy, confidence and cultural fluency.
It’s one more way to show that your brand is truly global-ready.
Playing it smart: Creative marketing without crossing legal lines
Not every business will be an official FIFA partner, but that doesn’t mean you can’t join the conversation.
Local cafes, wineries, boutiques and tour operators can still tap into the excitement of the World Cup, as long as they stay mindful of trademark restrictions and avoid unauthorized use of logos or branding.
Get creative:
- Design limited-edition items inspired by participating countries or football fan culture
- Offer themed tasting menus or cultural programming tied to global flavours
- Host multilingual watch parties, fan gatherings or community events
- Run campaigns that speak to the spirit of the game without claiming affiliation
The goal is to be globally relevant without crossing legal lines. Respect the IP, but don’t be afraid to celebrate the moment in your own brand voice.
How LAT can help
At LAT Multilingual, we help Canadian businesses and tourism operators prepare for major international moments, from everyday campaigns to global events like the Vancouver 2010 Winter Olympics.
Whether you need high-quality translations, multilingual campaign strategy or help reaching international travellers on the right platforms, our team is ready to support you.
Let’s make sure the world hears your story—in their language. Get in touch with us today and explore how we can help you stand out during FIFA 2026 and beyond.
