Sport tourism is one of the fastest-growing segments of the tourism industry in Canada. Communities across the country, from small towns to major cities, are recognizing the economic, social, and cultural value that hosting sport events can bring. Whether it’s a regional youth tournament, a national championship, or an international multi-sport event, sport tourism has the power to increase local spending and spark long-term community development.
If you’re new to the sector – or simply a new member of Sport Tourism Canada (STC) – you may be wondering where to begin. The good news is you don’t have to start from scratch. STC has been leading the way in the sport tourism space for 25 years and offers a suite of tools, resources, and networking opportunities to help newcomers succeed.
To help get you started, STC has compiled this list of the top three essential STC tools to help you succeed in your role.
- STEAM: Sport Tourism Economic Assessment Model
STEAM is STC’s predictive economic impact model. It helps you estimate how much money an event could generate for your local economy. This includes things like visitor spending, tax revenue, and jobs.
It’s a self-serve tool, available to STC Members. You add details about your event (location, projected attendance, event type, etc.), and the model combines that with standardized visitor spending data and Statistics Canada inputs. The result is a pre-event projection that shows the potential economic value of hosting that event in your community.
STEAM is designed to give you numbers that are credible and defendable. This is especially useful when you need to present to decision-makers or build out a bid strategy. Sport events cost money and time to host. STEAM helps you answer the “Is it worth it?” question before you commit.
Whether you’re looking to:
- Back up a funding request
- Show the value of an event to stakeholders
- Decide which events are worth pursuing
- Align your events with broader tourism goals
It’s especially helpful for communities that are newer to sport tourism or don’t have the internal resources to build out detailed economic models on their own.
STC Tip: Looking for an in-depth and technical analysis to measure the actual economic impact of a sport event that was held in Canada? STC’s team of economic impact consultants delivers a fee-for-service product, STEAMPRO, which utilizes spectator surveys to collect primary data from event attendees at your sport event to gather information about participant activity and event expenditures to produce an economic impact assessment in terms of total output, GDP, jobs, employment and taxes. A comparison of the tools is available here. Interested in learning more or receiving a quote? Contact STC today!
- Up for Bid
If you’re looking to bring more sport events to your community, one of the most practical tools available to STC members is Up for Bid. This resource connects destinations with sport organizations that are actively seeking hosts for upcoming events. Instead of relying on word of mouth or scattered email outreach, it brings everything into one place, giving members a clear view of what’s available and how to get involved.
Simply put: sport organizations submit Request for Proposals (RFPs), and STC shares them with its national network of potential host communities. That visibility means better matches between events and destinations, and in many cases, stronger and more competitive bids. For destinations, it offers an efficient way to identify events that align with their facilities, goals, and capacity. For rights holders, it’s an easy way to get their RFP in front of the right audience.
STC Tip: STC Members also have access to numerous templates to assist in the RFP process. This includes a Bid Evaluation Model, an RFP Template and Scoring Sheet, and much more.
Many members have expressed to STC that Up for Bid is one of the most valued services STC provides. It helps communities build out their event calendars in a strategic way and gives sport organizations confidence that their events are being considered by qualified, engaged partners.
To submit an RFP, sport organizations simply fill out the submission form (located at the bottom of the page) and email their documents to STC’s communications team.
The list of Up for Bid RFPs is available to everyone, but to gain access to RFP bid documents, you must be an active STC member.
- STC Member Directory
If you’re a member of STC, being part of the STC Member Directory is one of the easiest and most effective ways to raise your profile within the sport tourism community. The directory brings together destinations, sport organizations, rights holders, suppliers, and partners in one place, making it easier for members to connect, collaborate, and explore new opportunities.
STC has recently enhanced this offering with a refreshed Directory Listing Page designed to showcase your organization or destination more prominently than ever. You now have the ability to include a banner image, up to six additional photos, and custom captions. This gives your listing a real, visual impact and makes it easier for others to learn who you are and what you do.
STC Tip: Is your organization listed in the STC Member Directory in black? That means STC doesn’t yet have a Directory Profile submission! Fill out the form now to showcase your organization or destination.
Submitting your listing is quick and easy, and it’s an important step in making the most of your STC membership. Whether you’re looking to host events, build relationships, or simply be more visible to others in the network, a complete directory listing helps you stand out.
Make sure you’re logged in to the Members Only portal to get started or reach out to [email protected] with any questions.
These three tools, STEAM, Up for Bid, and the STC Member Directory, are just the beginning of what STC offers. Whether you’re new to the industry, building your first event strategy, or looking to expand your hosting capabilities, STC is here to support your success every step of the way. If you’re not yet making the most of your membership – or if you’re not yet a member – now’s the time to explore these tools and see what’s possible.