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Sport Tourism Strategy and New Tourism Website Launch Opportunities to Discover More of Mississauga

May 31, 2013

Residents and visitors will enjoy more sporting events and find even more ways to enjoy their stay in Mississauga with the launch of the City’s first Sport Tourism Strategy and a new, enhanced Discover Mississauga tourism website ( At its meeting on May 22, Mississauga Council endorsed the Sport Tourism Strategy and referred it to Budget Committee for consideration during the 2014 budget process.

“The Sport Tourism Strategy echoes the valuable input from the Sports Task Force and stakeholders we’ve engaged over the years,” said Mayor Hazel McCallion. “It also highlights the opportunities we have to help organizers of community sport events and tournaments hold events right here in Mississauga where we already have many outstanding facilities available.”

Following Council endorsement in March 2012, the City partnered with Mississauga Toronto West Tourism (MTWT) to develop a strategy to create a proactive and systematic approach to identifying and securing new sport events that support the City’s Strategic Plan goals of “Belong” and “Connect” as well as the objectives of its partners.

According to the staff report, the Sport Tourism Strategy is a multi-year strategic plan that provides recommendations designed to enhance the City’s existing sport tourism events and attract new sport events to Mississauga. The strategy is developed around four strategic areas and includes 17 recommendations as follows:

* Build leadership capacity to implement the Sport Tourism Strategy by dedicating staff and partner resources, and establishing a sports tourism subcommittee;
* Assess, acquire and deliver new high impact national and international events;
* Build on the community’s capacity to deliver well managed and sustainable events that maximize the community and economic benefits of sport tourism by providing online event planning tools, training and workshops; and
* Develop and implement “event friendly” policies, procedures and promotional programs as well as ways to provide grants and incentives with the financial support of tourism partners.

The recommendations are based on consultations with the sport and business communities, tourism stakeholders and the Mississauga Tourism Advisory Panel, a review of best practices and an assessment of Mississauga’s capacity to host events.

The new and enhanced Discover Mississauga tourism website will help residents and visitors quickly and easily access sporting events as well as information about shopping, dining and cultural events under the banners of Arts & Culture, Sports & Recreation and Parks & Natural Areas from a mobile device or tablet.

“The mobile capability of Discover Mississauga means that someone who arrives in our city at the airport will be able to simply touch an icon to link to locations where they can eat, stay and play during their visit,” said Ward 9 Councillor Pat Saito, chair of the Mississauga/Toronto West Tourism Advisory Board, who championed the redevelopment of the website as the key marketing tool of the joint tourism initiative. “Our new and comprehensive site is now an attractive and functional gateway for everyone in our city to experience all that Mississauga has to offer.”

As a benefit of MTWT membership, Mississauga businesses can be featured on Discover Mississauga website as well as in the printed Mississauga Visitor Guide. For more information about membership, contact Christopher Barry, Manager, Special Projects & Business Development at 647-202-3042 or The public can also submit events to be posted on the City’s Community Calendar free of charge by completing a request form on line on the City’s website at

For more information about the City’s Sports Tourism Strategy, contact Jason Klomp, Manager of Sport at 615-3200 ext.5345 or

As Canada's sixth largest city, Mississauga is home to 741,000 residents and 55,000 businesses, including 63 Fortune 500 companies with Canadian head offices or major divisional head offices. A diverse, progressive and award-winning municipality located on the shores of Lake Ontario in the heart of the Greater Toronto Area, Mississauga is "Leading Today for Tomorrow" by focussing on delivering services, implementing its Strategic Plan, delivering value for money and maintaining infrastructure.


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