Major Sporting and Association Events Merge in Ottawa

Ottawa Tourism Unites Conferences and Sports in Unique Strategy

Ottawa Tourism is setting a new standard in the business events and tourism sector. The organization is now focusing on merging major association congresses with key sporting events. This innovative strategy aims to unite diverse groups including audiences, stakeholders, and sponsors, thereby enhancing Ottawa’s charm. By doing so, the city anticipates delivering an increased number of events and maximizing partner benefits.

Known for its prowess in hosting international conferences, Ottawa is extending its expertise to secure major sporting events. The city has successfully attracted events such as the Pacific Four Series Rugby and is gearing up for the 2025 IIHF World Junior Championship, and Rugby Internationals. Ottawa’s approach in the conference sector is proving fruitful in the sports event arena as well.

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 bolster this strategy, Ottawa Tourism plans to promote the city’s premium event infrastructure and its capability for long-term event solutions.

  • Sport Accord in Birmingham, UK, where Ottawa Tourism will be continuing the growth of relationships and seeking new opportunities with international sport federations.
  • SportsPro Live in London, UK, where Ottawa’s Mayor will be part of the speaking panel, just a couple of days after completing the London Marathon, as part of an international trade mission to the UK’s capital city.
  • Sport Event Congress, Winnipeg, Canada, where Ottawa will be a part of the event bringing together national sport organisations, municipalities, and suppliers, with a focus on Canada’s $7.4 billion sport tourism industry.

Additionally, Ottawa will participate in the Sport Event Congress in Winnipeg, Canada. This event focuses on the $7.4 billion sport tourism industry, bringing together national sport organizations and suppliers. Ottawa Tourism’s innovative approach to integrating association congresses with sporting events is a testament to its dynamic strategy in tourism and event hosting. By merging varied audiences and stakeholders, Ottawa showcases its versatility and aims to maximize benefits for all partners involved.

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