A FIFA World Cup-themed ad from Tourism Nanaimo pitching a more relaxing climate (Image Credit: Tourism Nanaimo)

By Ian Holmes

the world game

Tourism Nanaimo hopes to score FIFA World Cup spillover boost

Mar 23, 2026 | 5:29 AM

NANAIMO — While the Harbour City is removed from the FIFA World Cup spotlight, Nanaimo’s proximity positions the region to benefit, declared Tourism Nanaimo’s chief executive officer.

Vancouver’s seven games between June 13 and July 7 means more than 350,000 spectators are expected to be in attendance at BC Place.

Tourism Nanaimo head Carly Pereboom stated there will be opportunities for Nanaimo hotel operators, pointing to Lower Mainland residents, including non-soccer fans looking to avoid congestion, as well as elevated hotel prices.

“We’re definitely in market and going to be working with the province, with Destination British Columbia on that effort and with the transportation partners to really showcase how easy it is to come to Nanaimo,” Pereboom told NanaimoNewsNOW.

Pereboom is providing industry stakeholders updates regarding traveller trends associated with the largest sporting event in the world.

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She noted Nanaimo’s strength is a calm, accessible alternative across the water from Vancouver, not as a substitute host city.

Pereboom reported last week that downtown Vancouver nightly hotel rooms were priced at between $858 and $900 a night during FIFA World Cup match days.

As a result, Pereboom relayed Vancouver hotels have recently noticed shifting demand to surrounding markets such as Burnaby and Richmond due to elevated prices.

Tourism Nanaimo has an active advertising campaign in Vancouver in place prior to a FIFA World Cup imposed ads ban during the tournament.

Multiple travel options offering direct between Nanaimo and downtown Vancouver position the mid-Island favourably during the World Cup, Pereboom stated.

“I mean you’re dropped from waterfront to the Stadium District at that point and it’s going to be easier to get into that area by foot. We’re firing on all cylinders at this point, there’s a lot going on.”

While Nanaimo Hospitality Association chair Sirri Ashwak reported their members have not noticed increased FIFA World Cup related bookings, he would not be surprised to see some changes once the games are underway.

Pereboom said Tourism Nanaimo hopes FIFA World Cup related travel will complement the Beyond Van Goh exhibit at the Vancouver Island Conference Centre (July 18 to Aug 29) to inject more people in the mid-Island region this summer.

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