On behalf of Sport Tourism Canada (STC), thank you for your continued support and dedication to growing sport tourism in Canada. Your partnership remains vital to our shared success. We’re pleased to share several key updates that reflect both the investments we are making and the thoughtful decisions guiding our approach to membership.
Investing in the Future: Renewing STEAM
We’re making strategic investments to modernize the Sport Tourism Economic Assessment Model (STEAM). This renewal will enhance the model’s capabilities to reflect today’s event landscape and provide even more valuable insights to members and stakeholders. This work directly responds to the evolving needs of our community and reinforces STEAM’s role as a trusted planning and evaluation tool.
National Advocacy on Your Behalf
STC continues to engage with the federal government through ongoing discussions with both the Minister of Sport and the Minister of Tourism. These conversations focus on recognizing sport tourism as an economic driver and ensuring the industry’s needs are represented in national policy and recovery plans. Advocacy is central to our mission—and we are committed to elevating your voice.
Navigating a Critical Turning Point Together
We recognize that the sport tourism sector is at a pivotal moment. Our National and Provincial Sport Organization partners are experiencing significant financial pressures. In response, STC will not be increasing membership fees for NSOs or PSOs. This decision reflects our commitment to supporting these partners during a challenging time.
Membership Rate Adjustments for 2026
To ensure STC’s long-term sustainability while keeping fees reasonable, we are implementing a modest 3% rate increase for the following membership categories:
- Municipalities / Destination Marketing Organizations
- Affiliate Members
- Associate Members
- Education Members
These small, incremental increases are designed to be manageable for members while supporting continued investment in tools, advocacy, and member services. We’ve attached a summary of STC’s membership rates since our inception in 2000 to provide context. Our goal is to avoid surprising members with a significant jump, and instead apply gradual changes that reflect the value of STC.