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 primary 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 for strategic targeting as a DMO.  This partnership approach bears fruit, particularly as many major sporting events have associated conferences or supplier and stakeholder events.  Now is the perfect time to expand on a strategy 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 continue developing relationships and seeking new opportunities with international sports 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, focusing on Canada’s $7.4 billion sport tourism industry.

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