Sport Tourism Canada’s STEAMPRO economic impact assessment reveals that the 2025 Montana’s Canadian Curling Trials generated $42.4 million in overall economic activity for Nova Scotia, highlighting the event’s strength as a high-performing national sport tourism driver.
Held in Halifax from November 22-30, 2025, the Trials brought together Canada’s top men’s and women’s curling teams as they competed for the opportunity to represent the country on the international stage. Over nine days of competition, fans packed the venue for round-robin play and playoff matchups, creating a high-energy championship atmosphere that carried throughout the city and into the surrounding fan experiences.
The Trials attracted highly engaged visitors from across Canada and beyond, with nearly all out-of-town attendees staying overnight in Halifax. This is an indicator of the event’s ability to drive sustained visitation and spending across accommodations, restaurants, transportation, retail, and entertainment. In addition, nearly one-quarter of visitors extended their trip before or after the Trials, increasing time spent in Halifax and other parts of Nova Scotia and broadening the event’s overall economic reach.
Beyond immediate economic outcomes, the Trials created lasting destination value. The vast majority of attendees indicated they are likely to return to Halifax in the future, reflecting a strong visitor experience and reinforcing the city’s growing reputation as a host for major national sporting events.
“The 2025 Montana’s Canadian Curling Trials were more than a championship event — they were a powerful demonstration of the impact sport can have on a community,” said Nolan Thiessen, Chief Executive Officer of Curling Canada. “To see the Trials generate $42.4 million in economic activity for Nova Scotia speaks to the strength of our partnerships, the commitment of the host committee to help make this event what it was and the passion of our curling fans. Halifax’s exceptional ability to host at the highest level was proven again with the Trials. We are proud that this event not only showcased Canada’s top athletes on the road to the Games but also delivered meaningful and lasting benefits for the province.”
“From the beginning, our goal in bringing the Montana’s Canadian Curling Trials to Halifax was to strengthen the curling community, introduce the sport to new fans, and create a lasting impact for our region,” said Vice Chairs Rob Belliveau, Hugh Avery, Theresa Breen and Danny Christianson. “It’s incredibly rewarding to see those goals realized — both in the community legacy and in the measurable economic benefits the event delivered.”
“The Canadian Curling Trials exemplify how a well-executed national championship can deliver strong tourism outcomes,” said Derek Mager, Sport Tourism Canada’s Senior Consultant and Program Manager of Economic Impact, who analyzed the data and prepared the report. “High overnight visitation, extended stays, and strong return intent are clear indicators of the event’s value to Halifax and Nova Scotia.”
Are you interested in using primary data collected from event attendees at your event? Work with an STC Economic Impact Consultant to analyze the actual economic impact of your event in a specific Canadian community. Contact Sport Tourism Canada today to learn more.