Canada’s sport tourism industry gathered in Mississauga, Ontario, for Sport Events Congress 2026 (SEC26), delivering three days of meaningful connections, knowledge sharing, and business development opportunities that continue to strengthen the sector nationwide.
The week began with a Welcome Reception that brought delegates together to reconnect, build new relationships, and set the tone for the days ahead, reinforcing the collaborative spirit that defines Canada’s sport tourism community.
Programming officially opened on March 10 with an Opening Plenary discussing the value of sport. National sports broadcaster and SEC26 host and MC Arash Madani moderated the conversation around proven approaches to building investment modules that deliver both impact and long-term legacy. Andrew Baker, Chief External Affairs Officer for the Canadian Olympic Committee, Marco Di Buono, President of Canadian Tire Jumpstart Charities, and Ted Scaldwell, Stakeholder Relations for Ontario’s Minister of Sport, provided a cross-sector approach to unlocking new pathways.
Day 1 also saw a behind-the-scenes look at the redevelopment process of the Sport Tourism Economic Assessment Module (STEAM), along with an exclusive preview of the rebuilt platform. Sport Tourism Canada’s Kimberley Beggs and Derek Mager led the discussion with the project’s partners, Tony Bonen and Greg Hermus from Signal 49 Research.
The second day kicked off with Madani’s keynote address on leadership and winning teams, ‘Lessons from the Locker Room’. The keynote ties together the parallels between the locker room and corporate boardroom.
A central feature of SEC26 was the Sport Events Exchange, hosted at the Paramount Fine Foods Centre. The Exchange once again served as a critical business driver for the industry, facilitating more than 1,100 pre-scheduled one-on-one meetings between destinations and event rights holders, helping to secure future events and drive economic impact for communities across Canada.
In addition to business development, SEC26 celebrated excellence within the industry at the PRESTIGE Awards Gala, recognizing the individuals, organizations, and events that continue to elevate sport tourism in Canada.
The three-day event also saw multiple breakout sessions, covering topics such as removing barriers to drive sector growth, how to turn a great event into lasting loyalty, how storytelling can lay the foundation for success for your organization, coordinating your approach for multi-event hosting, and how collaboration between organizations can help unlock larger events, amplify impact, and accelerate targeted facility investment.
The Congress concluded with a closing plenary highlighting 50 years since the 1976 Olympic Games, exploring what legacy truly means in today’s major event landscape. Andréanne Paquet from Tourisme Montréal, Tricia Smith of the Canadian Olympic Committee, Carla Qualtrough from the Invictus Games, Don Hardman from 2026 FIFA World Cup Canada, and Joseph Limare of the UCI Road World Championships shared their perspectives on how events can create value that lasts for decades.
SEC26 highlighted the momentum and resilience of the industry, bringing together leaders from across the country to share ideas, strengthen partnerships, and shape the future of sport tourism in Canada.
The sport tourism community now looks ahead to continuing these conversations and reconvening at SEC27 in Halifax, Nova Scotia.