Ottawa Tourism expands focus to include major sporting events and association congresses

Tuesday, March 5, 2024

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Ottawa Tourism is broadening its focus to include major association congresses and leading sporting events, as part of its progressive approach to business events, tourism, and event hosting. By forming strong partnerships in key markets, Ottawa Tourism aims to bring together diverse audiences, stakeholders, sponsors, and organizations, enhancing the city’s appeal, attracting more events, and maximizing benefits for its partners.

Known for its success in attracting international association conferences in sectors like tech, life sciences, and medical science, Ottawa is now applying its strategies to secure major sporting events. Recent accomplishments include hosting the Pacific Four Series Rugby and the upcoming 2025 IIHF World Junior Championship, along with Rugby Internationals.

Lesley Pincombe, Vice President, Meetings & Major Events, Ottawa Tourism said: “There is far greater synergy than many people realise between the organisation of association conferences and major sporting events. In general, they both have long lead times, city-wide impact, long-term legacy and a high-profile, making them the ideal combination when it comes to strategic targeting as a DMO. We have seen this partnership approach already bear fruit, particularly as so many of the major sporting events have associated conferences or supplier and stakeholder events of note. Now, is the perfect time for us to expand on a strategy that is already working for us, and we look forward to seeing its success.”

To highlight this focus, the Ottawa Tourism team will showcase the city’s top-tier event infrastructure and its ability to offer lasting event solutions at a series of events that extend beyond the sector. These include:

Sport Accord in Birmingham, UK, where Ottawa Tourism will cultivate existing relationships and explore new opportunities with international sport federations.
SportsPro Live in London, UK, where Ottawa’s Mayor will join the speaking panel shortly after completing the London Marathon, as part of an international trade mission to the UK’s capital.
Sport Event Congress in Winnipeg, Canada, where Ottawa will participate in the gathering of national sport organizations, municipalities, and suppliers, focusing on Canada’s $7.4 billion sport tourism industry.

Ottawa Tourism’s strategic alignment of association congresses with major sporting events demonstrates a proactive approach to tourism and event hosting. By bringing together diverse audiences and stakeholders, it showcases the city’s versatility as a host destination, maximizing potential benefits for partners and the community.

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