Ottawa, ON
February 2, 2026
Sport Tourism Canada Partners with
Signal49 Research to Redevelop STEAM Tool
Sport Tourism Canada (STC) is the national leader in sport tourism development and economic impact measurement, with members and partners in communities across the country. STC has announced a landmark investment and partnership with Signal49 Research (formerly operating as The Conference Board of Canada) to redevelop its industry-leading Sport Tourism Economic Assessment Model (STEAM).
Through this redevelopment project, STC and Signal49 Research will undertake a complete, ground-up rebuild of both the online and STEAMPRO versions of STEAM, introducing a revolutionary, data-driven system designed to set a new national benchmark in economic impact analysis. The new STEAM tool will enable the STC members across Canada to accurately reflect the incredible impact Sport Tourism has on local communities.
Enhancements include a full reconstruction of the backend engine, replacing legacy software with cutting-edge technology and a modern, maintainable codebase. This will ensure that STEAM reports are powered by the most current and reliable Canadian economic data and statistics available. The new model will also feature expanded city-level coverage across 152 Canadian communities, enhanced reporting capabilities, and a fully redesigned, intuitive interface that delivers a streamlined user experience. Together, these advancements will ensure that STEAM continues to set the gold standard for sport tourism economic analysis in Canada.
“Signal49 Research is proud to once again partner with Sport Tourism Canada to help Canadians gain a deeper understanding of the significant local economic impact generated by hundreds of sporting events across the country,” said Tony Bonen, Executive Director, Signal49 Research. “Leveraging decades of expertise in economic impact analysis and tourism, Signal49 is excited to enhance and modernize an already highly successful tool with STEAM—ensuring it continues to deliver valuable insights for communities nationwide.”
Together with Integra Design Studio Inc., we built a user experience that’s seamless, dynamic, and truly exceptional. “Designing the new STEAM UI/UX was all about raising the bar. Something that not only looks great but transforms how users engage with the STEAM model. From rethinking the information architecture to redesigning every interface element, elevating the brand visuals, and introducing a full reporting experience. This overhaul marks a significant step forward in clarity, usability, and impact” said Kimberley Beggs, Business Development + Membership Experience Lead with STC.
The redevelopment work is already underway, with the new versions expected to launch at Sport Events Congress in March 2026. Once complete, users can expect a faster, more intuitive platform delivering powerful city-specific insights, customizable event types, streamlined reporting, and more, all designed to help the sport tourism sector measure impact, plan strategically, and advocate effectively.
“Partnering with Signal49 and Integra Design brings a new level of rigour and credibility to the STEAM redevelopment,” said Sheena McCrate, Chief Executive Officer of STC. “This initiative ensures that the Canadian sport tourism industry continues to have access to world-class tools for demonstrating the power of sport events in driving economic and social benefits.”
About Sport Tourism Canada:
Sport Tourism Canada is a member-based, capacity building, not-for-profit organization that promotes sport tourism as a grassroots economic and social development initiative at the community level, servicing over 100 municipalities, 90 national and provincial sport, multi-sport and major games organizations and other industry partners. We aim to increase Canada’s capacity to attract and host sport tourism events by: establishing Canada as a preferred sport tourism destination; enhancing the image and profile of the sport tourism industry; facilitating networking, educational and communication opportunities; developing and facilitating access to industry tools; building investment in sport tourism from public and private sectors and coordinating research and data collection of activity within the sport tourism industry.