For Marc Sison, the vice-president of Central and Northern Europe at tour operator Goway Travel, Norway kept coming up in conversations with clients as the tournament unfolded. “We thought the World Cup enlightened a lot of our clients that might not ever have heard of some of these destinations,” said Sison, who is based in Toronto. But the World Cup lets millions of people get acquainted with lesser known countries like Norway, Cape Verde or Morocco and their people in real time. For sustainable tourism, Horrigmo wants to encourage people to visit Norway year-round, rather than concentrating their trips in the summer. Kucey says the World Cup may have helped drive that growth, and with Morocco set to co-host the World Cup in 2030, she expects visitor numbers to continue climbing.