‘Surrey, Not Sorry’ slogan sells city to FIFA World Cup visitors
Published 4:05 pm Thursday, April 16, 2026
Surrey’s destination marketing organization has a new slogan for soccer fans to see: “Surrey, Not Sorry.”
The campaign, dubbed “as confident and unexpected as the city itself,” was announced by Discover Surrey on Thursday (April 16), two months ahead of the FIFA World Cup men’s soccer tournament and its seven matches at BC Place Stadium in Vancouver.
“For too long, Surrey has been the city that people pass through. That changes now,” a news release trumpets.
“It’s an open invitation to look past old assumptions and discover what Surrey has quietly been building all along: stunning natural spaces, a culinary scene that spans the globe, and connectivity that makes the whole region yours to explore.”
Promised is “bold video content, social storytelling and a dedicated campaign hub” at DiscoverSurreyBC.com/SNS.
During the World Cup, three Surrey Soccer Fan Zones will show all 104 matches on big screens, starting June 11 at Surrey Civic Plaza. Admission is free there and at two other Fan Zones, inside Cloverdale Agriplex (starting July 1) and at Softball City (South Surrey Athletic Park, July 14 start).
Ange Chew, executive director of Discover Surrey, says Surrey has “always had the goods — we just haven’t been loud enough about it. This campaign doesn’t ask people to give Surrey a chance. It challenges them to see it for what it really is.”
She said Surrey is “the smartest basecamp for World Cup visitors looking to experience everything Metro Vancouver has to offer, with a more accessible and affordable alternative to staying downtown.”