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 Citys first Sport Tourism Strategy and a
new, enhanced Discover Mississauga tourism website (www.discovermississauga.ca). 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 weve 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
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 Citys 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 Citys 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 communitys 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
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 Mississaugas 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 firstname.lastname@example.org. The public
can also submit events to be posted on the Citys Community Calendar free of charge by
completing a request form on line on the Citys website at www.mississauga.ca.
For more information about the Citys Sports Tourism Strategy, contact Jason Klomp,
Manager of Sport at 615-3200 ext.5345 or Jason.email@example.com.
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.
Senior Communications Advisor, Community Services
Phone: 905-615-3200 x5051