The City of Brampton’s first-ever Sport Tourism Strategy has been endorsed by City Council, marking a key milestone in establishing Brampton as a premier destination for sport event hosting in Ontario and across Canada.
“Brampton’s Sport Tourism Strategy is a reflection of our community – vibrant, diverse and full of potential. From kabaddi to cricket, youth and women in sport, our city has the opportunity to celebrate sport in ways that are culturally meaningful and inclusive. This strategy prioritizes youth engagement, community pride and health and wellness, while opening doors for new partnerships and participation across generations.”
– Rowena Santos, Regional Councillor, Wards 1 and 5; Chair, Community Services Section, City of Brampton
Building on the Brampton Tourism Strategy approved in 2021, this newly endorsed Sport Tourism Strategy lays out a clear, intentional roadmap for harnessing the power of sport tourism to boost Brampton’s economy, engage local communities and inspire youth participation. Developed in partnership with Sport Tourism Canada, Toa Consulting and The Data Jungle, the strategy outlines a vision, five key goals and 66 actionable tactics to support Brampton’s growing ambitions in the sport tourism sector.
Sport tourism is the fastest-growing segment of the global tourism industry and Brampton is already a proven player, generating more than $20 million annually in economic impact and booking over 25,000 hotel room nights through more than 30 sporting events each year. The Strategy identifies a bold vision to grow this momentum, focusing on:
- Validating Brampton’s sport tourism vision by prioritizing 18 high-potential sports
- Becoming Canada’s hub for culturally significant sport events, reflecting Brampton’s diversity
- Strengthening existing sport franchises, such as the Brampton Steelheads and Brampton Honey Badgers
- Establishing Brampton as a provincial and national training and event hub
- Operationalizing a participant-first model, aligning departments and partners around measurable outcomes
Research conducted for the strategy included stakeholder workshops and engagement, accommodations and venue analysis, environmental scan and a sport tourism readiness assessment.
Learn about Brampton’s tourism efforts by visiting: www.brampton.ca/tourism.
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“Sport is deeply rooted in Brampton’s identity, and our new Sport Tourism Strategy reflects our ambition to lead the way in sport hosting. With world-class facilities, strong community engagement and one of the youngest and most diverse populations in the country, Brampton is ready to welcome the world. This strategy is an investment in our economy, our youth and our city’s future as a major destination for sport.”
– Patrick Brown, Mayor, City of Brampton
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