The 2026 FIFA World Cup is here. Games are being played across North America, Toronto is one of the host cities, and yet a surprising number of Ontario Airbnbs are sitting empty. According to a recent Globe and Mail report, many short-term rentals in the province haven’t filled up the way hosts were hoping.
So what went wrong? And more importantly, what can you do about it right now?
The World Cup Wasn’t the Goldmine Everyone Expected
Look, the hype was real. When Toronto was announced as a host city, a lot of property owners saw dollar signs. Hosts raised their nightly rates significantly, banking on a flood of international visitors who’d pay anything to be close to the action.
The problem is that demand didn’t follow the pricing. A lot of travellers either booked hotels, stayed outside the city, or simply didn’t come in the numbers that were projected. And listings priced at three or four times their normal rate? They’re sitting empty.
This is a classic mistake, and it happens at nearly every major event. Hosts overcorrect on price without thinking about the guest’s perspective. Someone flying in from Portugal or Morocco is already spending thousands on flights and tickets. If your two-bedroom in Scarborough is listed at $1,200 a night, they’re probably going to find something else.
Ontario Homes Are Also Selling at a Loss
The Globe and Mail piece also flagged that more Ontario homes are selling at a loss right now, which adds another layer of context here. The broader real estate market is under pressure. Interest rates, slower sales, and longer days on market are squeezing property owners across the province.
For some hosts, that pressure is making the short-term rental income feel more necessary than ever. And for others, it’s raising the question of whether holding onto a property still makes sense.
Honestly, this is exactly the moment where having a smart rental strategy matters most. Whether you’re trying to maximize revenue from a single unit or figuring out how to position a property you might eventually sell, the decisions you make right now have real financial weight.
What Ontario Hosts Should Actually Do
Here’s the thing: the World Cup isn’t over yet, and summer isn’t either. There’s still time to course-correct.
If your listing is empty right now:
Drop your price to something competitive. Seriously. A night booked at $250 beats three empty nights at $700. Look at what comparable listings near you are actually getting booked at (not just listed at), and price to that.
Also check your minimum stay requirements. A lot of hosts set 3 or 4-night minimums for events, which actually cuts out a huge chunk of potential guests who are only attending one or two matches.
For the rest of summer:
The World Cup will end, but summer travel demand in Ontario is real and sustained. Muskoka, Prince Edward County, Niagara, the cottage regions, and yes, Toronto itself, all see strong July and August bookings. Don’t let a slow June spook you into pulling your listing or locking it up.
Mid-term rentals are also worth thinking about if you’re in a market where short-term demand is inconsistent. A 1 to 3 month booking gives you steady income without the turnover headache, and it tends to attract travelling professionals or families in transition who treat the property well.
Think about your listing quality, not just your price:
Photos, descriptions, response time, reviews. These are the things that actually convert views into bookings. If your listing hasn’t been updated in a year, this is a good time to look at it with fresh eyes. Does it show the space well? Does the description actually tell guests what’s nearby and why they’d want to stay there?
The Bigger Picture for Ontario Hosts
The World Cup vacancy story is a good reminder that major events don’t automatically equal major revenue. Strategy matters. Pricing matters. And understanding your local market, not just chasing the national headlines, makes a real difference.
Ontario short-term rental management isn’t just about listing a property and hoping for the best. It’s about knowing when to push rates, when to pull back, and how to stay booked through the quieter stretches between the big moments.
If your listing has been underperforming this spring or you’re not sure how to price it through the rest of summer, we’re happy to talk through it.
Reach out to Nurture and we’ll take a look at what’s going on with your property. No pressure, just a real conversation. We manage short-term rentals across Ontario at 18% with no long-term contracts, and we know these markets well.
You can also check out how our full-service management works if you’d rather hand off the whole thing and just watch the deposits come in.