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Tourism organizations offer enhanced sports experiences across southern Ontario

Press Release

From: Federal Economic Development Agency for Southern Ontario

July 26, 2024

Sports-related tourism is a major contributor to the Canadian economy, bringing millions of visitors to our country each year, with greater opportunities for local economies. Sports activities enhance community engagement and pride through events that attract diverse audiences and showcase all our communities have to offer.

Today, the Honourable Judy Sgro, Member of Parliament for Humber River–Black Creek, on behalf of the Honourable Filomena Tassi, Minister responsible for the Federal Economic Development Agency for Southern Ontario (FedDev Ontario), visited Sobeys Stadium in North York, home of the 2024 National Bank Open presented by Rogers. MP Sgro highlighted seven organizations that are enhancing sports tourism offerings across southern Ontario, with support of over $1.4 million through the Tourism Growth Program (TGP).

MP Sgro spoke about the work Tennis Canada is doing to expand the women’s National Bank Open presented by Rogers (NBO), taking place August 4-12, 2024, by executing its campaign, The Best of Tennis. Aimed at promoting the women’s game and attracting new audiences within and outside of Canada, this will result in positive impacts for the local economy. These activities are being supported with a $250,000-investment. See the backgrounder for information on the projects.

The Government of Canada is investing in tourism projects across the region and understands the key role sports tourism plays in this important sector. An increase in sports fans and tourists helps to strengthen local economies and communities, by bringing people together for the shared love of sport.

Quotes

“Sports tourism plays a vital role in boosting local economies by attracting visitors from all over, resulting in opportunities for growth across the region. Our government is happy to support sports organizations, like Tennis Canada, which are working hard to create exciting events and experiences across southern Ontario.”
– The Honourable Filomena Tassi, Minister responsible for the Federal Economic Development Agency for Southern Ontario

“Southern Ontario’s tourism sector is an incredibly important economic driver and provides jobs for Canadians from all walks of life. Through the Tourism Growth Program, the Government of Canada is supporting organizations like Tennis Canada. As we continue to invest in the sector, we will help bring more domestic and international visitors to the region to discover all that it has to offer.”
– The Honourable Soraya Martinez Ferrada, Minister of Tourism
“Each year thousands of sports enthusiasts come to Toronto to take part in the energy and excitement of Tennis Canada’s National Bank Open presented by Rogers. Ensuring key events like this one continue to attract local and international fans allows the tourism sector and local economy to thrive. Our government is proud to support organizations like Tennis Canada that are doing this important work.”
– The Honourable Judy Sgro, Member of Parliament for Humber River–Black Creek
“We are very grateful for the financial support given to us by the Government of Canada and FedDev Ontario via the Tourism Growth Program. This has allowed us to expand our reach to new audiences and, in turn, attract new fans to attend the National Bank Open presented by Rogers in Toronto. We are very proud of this year’s campaign, which emphasizes our continued focus on gender equity in the sport. We are sure it will expand our ability to attract tourism and, therefore, drive economic value.”
– Gavin Ziv, Chief Executive Officer, Tennis Canada

Quick facts

  • Founded in 1890, Tennis Canada is a national sports organization (NSO) with a mission to lead the growth, development and promotion of tennis in Canada. It is a member of the International Tennis Federation, the Canadian Olympic Committee, and the Canadian Paralympic Committee.
  • Tennis Canada owns and operates the Women’s Tennis Association (WTA) and Association of Tennis Professionals (ATP) Masters 1000 National Bank Open presented by Rogers events annually in Toronto and Montréal, which result in tens of millions of dollars in tourist spending. These events reach a combined 87 million viewers.
  • Canada hosts over 250,000 sports events annually ranging from professional events to multisport amateur games to local tournaments, and all of these provide economic benefits in the form of visitor spending.
  • A 2018 report shows that Canada’s sports tourism saw $6.8 billion in total spending. This includes $4.4 billion in spending by domestic visitors, as well as $2.5 billion by international visitors.
  • Canada’s regional development agencies are delivering the $108-million Tourism Growth Program, over three years, to support businesses and organizations to help diversify regional economies. These investments in tourism products and experiences will encourage visitation to and within Canada. In southern Ontario, FedDev Ontario is delivering over $30 million through the program.
  • Additional projects will be announced over the coming months. The next application intake for TGP funding will open in 2024.
  • Since 2015, the Government of Canada, through FedDev Ontario, has invested over $415 million in nearly 1,450 tourism-related businesses and organizations, estimated to have supported over 24,500 jobs.

Associated links

Contacts
Edward Hutchinson
Press Secretary
Office of the Minister responsible for the Federal Economic Development Agency for Southern Ontario
Edward.Hutchinson@feddevontario.gc.ca

FedDev Ontario
Media Relations
media@feddevontario.gc.ca

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