figure skaters

Sport Tourism About Sport Tourism

  • Jeremy Hick

    Sport Tourism Assistant
    Jeremy Hick 519-661-6396 Email
  • Zanth Jarvis

    Director of Sport Tourism
    Zanth Jarvis 519-661-6388 Email

Magnificent facilities, dedicated volunteers, and organizational expertise have all contributed to London becoming a destination of choice for sporting events. Home to over 383,000 people, London boasts an impressive resume of hosting sporting events from grassroots to major international events and everything in between.

2008 World Under 17 Hockey Challenge at Budweiser Gardens World Junior Hockey team celebration

Whether you're looking to host an event or are searching for sport related activities while in town, Sport Tourism London can help to ensure your event or trip is a memorable experience.

London has world-class venues and facilities to host a variety of different sports. When the competition ends, there's much to see and do including countless festivals and events, one-of-a-kind restaurants, family-friendly attractions, along with unique nature trails and cultural experiences.

2013 ISU World Figure Skating Championships at Budweiser Gardens Figure Skating

In 1997, the City of London approved a Sport Tourism initiative which is now directed by Tourism London. Sport Tourism is an economic development initiative involving municipalities, sport, and tourism partners. It involves any activity in which people are attracted to a particular location for a sporting event (participant, spectator, etc.) and the social/economic benefits produced as a result of this event. The sport tourism industry in Canada represents $5.2 billion in annual spending by domestic and international visitors, making it the fastest growing segment of the tourism industry. In 2013, London hosted the ISU World Figure Skating Championships, the largest ever event hosted in the city which had a total attendance of 62,395, and resulted in $42.6 million in economic activity in London according to the Canadian Sport Tourism Alliance.

Canada Games Aquatic Centre Aquatic Centre Pool

Along with the obvious economic gains, sport tourism can bring social benefits and civic pride to the community. Most of these benefits occur at the time of the event, however these events also leave lasting legacies on the community for many years. The Canada Games Aquatic Centre and the Western Fair Sports Centre upgrades are two examples of local infrastructure legacies through sport hosting.

London has hosted numerous major regional, national, and international sporting events in the past, and we are always working on what events we can bring to the city next. Contact us to find out how we can help you bring your event to London!  

2011 Tim Horton's Brier at Budwesier Gardens Curling Budweiser Gardens

To see a list of sports events coming to London in the near future (including event information and details on how to purchase tickets), check out our sports events page.

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We look forward to working with you to bring your event to the Forest City.

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