About Sport Tourism London | London, Ontario

Canada Life Place • London, Ontario
Magnificent facilities, dedicated volunteers, and organizational expertise have all contributed to London becoming premier destination for sporting events.

Home to over 422,000 people, London boasts an impressive resume of hosting sporting events from grassroots to major international events and everything in between. 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.

2020 Continental Cup of Curling • London, Ontario
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 and economic benefits produced as a result of this event. In 1997, the City of London approved a Sport Tourism initiative which is now directed by Tourism London, who's mission is to drive sport tourism in London through bidding and hosting events, while also support local sport organizations in their event hosting efforts.

The sport tourism industry in Canada represents over $6.8 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 over 62,000, and resulted in $42.6 million in economic activity in London according to the Canadian Sport Tourism Alliance (now Sport Tourism Canada).