Ottawa Tourism pairs major association congresses with premier sporting events to enhance its offerings

Monday, March 4, 2024

In its progressive approach to business events, major events, tourism, and event hosting, Ottawa Tourism is expanding its focus to encompass major association congresses and leading sporting events. By forging strong partnerships in two of the city’s key target markets, Ottawa Tourism aims to unite diverse audiences, stakeholders, sponsors, and organizations, thereby enhancing the city’s appeal, attracting more events, and maximizing benefits for its partners.

Renowned for its prowess in attracting international association conferences in sectors like tech, life sciences, and medical science, Ottawa is leveraging its proven strategies to secure major sporting events. Recent successes include hosting the Pacific Four Series Rugby and the forthcoming 2025 IIHF World Junior Championship, alongside 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 emphasize this focus, the Ottawa Tourism team will spotlight the city’s top-tier event infrastructure and its capacity to provide enduring event solutions at a series of events spanning beyond the sector. These include:

– Sport Accord in Birmingham, UK, where Ottawa Tourism will nurture existing relationships and explore fresh 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, with a specific focus on Canada’s $7.4 billion sport tourism industry.

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

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