Ottawa Tourism strategically aligns major association congresses with premier sporting events to maximise offering
Ottawa Tourism strategically aligns major association congresses with premier sporting events to maximise offering
TOHOLOGY, 4 March 2024

As part of its innovative approach to business events, major events, tourism and event hosting, Ottawa Tourism is further aligning its focus on major association congresses with leading sporting events. This close working partnership across two of the city’s major target markets aims to bring together diverse audiences, stakeholders, sponsors, and organisations, enhancing the city’s appeal, delivering more events and maximising the benefits for its partners.

Ottawa, well known across the industry for its success in attracting international association conferences in sectors including tech, life sciences and medical science, is using its tried and tested approach in the conference sector to win major sporting events, with recent examples including the Pacific Four Series Rugby and the upcoming 2025 IIHF World Junior Championship, and 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 support this focus, the Ottawa Tourism team will be showcasing the city’s high-end event infrastructure and ability to deliver long term event solutions at a series of events beyond the sector, including:

  • 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.

Ottawa Tourism's strategy of aligning association congresses with major sporting events represents a dynamic approach to tourism and event hosting. Bringing together varied audiences and stakeholders showcases its versatility as a host city, whilst maximising the potential benefits for partners and the community.


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