About STC
Sport Tourism Canada is an organization founded through a partnership with the Canadian Tourism Commission with the goal to increase Canada’s capacity to attract and host sport tourism events.
SPORT TOURISM IS THE FASTEST GROWING SEGMENT OF THE TOURISM INDUSTRY
MISSION
We enhance Canada’s ability to attract and host premier sport tourism events.
Building Strategic Partnerships
Collaborating with key stakeholders, including governments, tourism agencies, and event organizers, to create a unified approach to attracting small to major sport events.
Providing Educational Resources
Offering industry news, up-for-bid opportunities, and resources that help local communities, venues, and event organizers develop the skills and knowledge needed to successfully host events.
Facilitating Networking Opportunities
Hosting Sport Event Congress for industry professionals to connect, share insights, and form partnerships, ensuring a strong, cohesive sport tourism network across the country.
Advocating for Policy and Investment
Working with government bodies and private sector partners to secure the necessary funding and infrastructure investments required to support our members.
Showcasing Canadian Success
Promoting Canada’s successful track record of hosting sporting events, helping to build the country’s reputation as a top destination for sport tourism.
Offering Business-to-Business Connections
Connecting event rights holders with potential host cities, venues, and service providers, ensuring that events are matched with the best possible resources and locations.
Promoting economic impact and the use of STEAM
Helping our members quantify the impact and importance of sport tourism events to the Canadian economy through the use of the Sport Tourism Economic Assessment Model (STEAM).
VISION
To make Canada the world’s premier destination for hosting sport events.
VALUES
Excellence
Striving for the highest standards in everything we do, continuously improving and innovating to achieve outstanding results.
Equity, Diversity, and Inclusion
Committing to fairness, embracing diverse perspectives, and ensuring that everyone has equal opportunities to participate and thrive.
Alignment
Ensuring that all actions and initiatives are consistent with our mission, vision, and goals, creating a cohesive and focused approach to achieving success.
Leadership
Inspiring and guiding others through proactive and visionary actions, setting the standard for excellence and integrity in the sport tourism industry.
Collaboration
Fostering strong partnerships and teamwork, working together across sectors and communities to achieve common goals and drive collective success.
What we offer
Economic Impact
Consulting Services
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FAQs
WHAT IS SPORT TOURISM?
Sport tourism is any activity in which people are attracted to a particular location as a sport event participant, an event spectator, or to attend sport attractions or business meetings.
WHO ARE THE MEMBERS OF THE STC? WHY SHOULD I BE A MEMBER?
STC’s members include municipalities from every province including major metropolitan areas and small communities across Canada. Many national, provincial and multi-sport organizations are also members as well as suppliers to the industry (hotels, event management companies, airlines, etc.). STC also has an international membership category. More information, including a list of STC’s members, membership categories and benefits can be found on the of the website.
IS THERE BENEFIT IN SMALLER COMMUNITIES JOINING STC OR DOES STC MAINLY SERVE LARGER MUNICIPALITIES?
The recent increase in activity in the sport tourism industry is a phenomenon that has been evident not only in major metropolitan areas, but in smaller communities across Canada as well. Although major international events such as the Olympic Games tend to receive most of the media profile, the critical mass of activity in sport tourism continues to occur at the community level. The programs and activities of STC are reflective of this reality as it continues to develop the tools necessary for communities of all sizes to become active in the industry at all levels.
HOW IS THE BOARD OF DIRECTORS ELECTED AND FOR HOW LONG?
Our Board of Directors is made up of 16 members, appointed annually at the Annual General Meeting.
HOW OFTEN DOES THE MEMBERSHIP GET TOGETHER?
The STC members gather annually at STC events and at the Annual General Meeting in March. Committee members may meet more regularly via conference or video calls.
WHAT IS SPORT EVENTS CONGRESS?
Sport Events Congress is Canada’s largest annual gathering of sport, tourism organizations, event management firms and other industry professionals. Delegates are treated to best-practices presentations, keynote speakers, networking socials and the business-to-business Sport Events Exchange, an events marketplace where national and multi-sport organizations have the opportunity to meet one-on-one with municipal representatives interested in hosting events in their communities. Sport attendees typically include event volunteers and staff, executive directors and CEO’s of national sport organizations, event managers & planners, marketing personnel and individuals responsible for partnership development. Municipal attendees include marketing personnel, city representatives, sport council staff and more!
What our members are saying…
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