Stratford Sport Tourism Strategy

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Collage of photos showing baseball diamonds, curling rinks, tennis courts, soccer field, hockey net


The City of Stratford has partnered with investStratford and Destination Stratford to develop a comprehensive Sport Tourism Strategy that will help to strengthen Stratford's appeal as a sport hosting destination, and maximize the benefits of our tourism economy.

The project will:

  • determine the economic impact, size and scope of existing sport tourism opportunities,
  • develop an inventory of capital assets (infrastructure) and human assets (volunteer groups, local sport associations),
  • explore the potential to expand the impact of existing opportunities,
  • identify new areas for growth.

Consultation with local citizens and stakeholder groups is a critical element in the development of a Sport Tourism Strategy, and much of that engagement will happen here.

Engage with us by using the question-and-answer, idea board and survey tools below. The survey will be open until October 4.

And check out the Lifecyle information at right, which lists our upcoming in-person engagement opportunities, including a public open house on October 12 (https://calendly.com/destinate-group/public-town-hall-session, and stakeholder workshops on October 12 and 13.




This project is funded by the Government of Canada through the Federal Economic Development Agency for Southern Ontario.

Logo of Federal Economic Development Agency for Southern Ontario

Collage of photos showing baseball diamonds, curling rinks, tennis courts, soccer field, hockey net


The City of Stratford has partnered with investStratford and Destination Stratford to develop a comprehensive Sport Tourism Strategy that will help to strengthen Stratford's appeal as a sport hosting destination, and maximize the benefits of our tourism economy.

The project will:

  • determine the economic impact, size and scope of existing sport tourism opportunities,
  • develop an inventory of capital assets (infrastructure) and human assets (volunteer groups, local sport associations),
  • explore the potential to expand the impact of existing opportunities,
  • identify new areas for growth.

Consultation with local citizens and stakeholder groups is a critical element in the development of a Sport Tourism Strategy, and much of that engagement will happen here.

Engage with us by using the question-and-answer, idea board and survey tools below. The survey will be open until October 4.

And check out the Lifecyle information at right, which lists our upcoming in-person engagement opportunities, including a public open house on October 12 (https://calendly.com/destinate-group/public-town-hall-session, and stakeholder workshops on October 12 and 13.




This project is funded by the Government of Canada through the Federal Economic Development Agency for Southern Ontario.

Logo of Federal Economic Development Agency for Southern Ontario

As Us a Question

Do you have a question about the creation of a Sport Tourism Strategy for the City of Stratford?
Ask us, and we'll do our best to answer it.

Questions and responses will be posted here for everyone to see.

(Please note that your username will appear with your question. If you would rather contact us privately, please reach out using the Who's Listening link on the right side of this page)

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    Can I get more information on the workshops and the public session? Thanks.

    Alan asked 2 months ago

    Thank you for your question. The public town hall session will be held on October 12 from 7-8:30 p.m. in the Tim Taylor Lounge at the Stratford Rotary Complex, 353 McCarthy Road. This public session is an opportunity to educate the community about the potential value of the Sport Tourism industry, what it may mean for Stratford, and establish some common understanding and language with the wider community. It is also a chance to understand any concerns the community may have, and receive additional input that may help inform the Strategy.

    The stakeholder workshop focus groups will be held October 12 and 13, with participants invited based on the stakeholder survey submissions.

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    Would members of the Stratford Minor Sports council get preferential treatment for facility use? How does a sport become a member of the Stratford Minor Sports council? What (other) benefits are there in being a member?

    Danny asked 2 months ago

    This project won’t rank or prioritize specific association/organization users of facilities or bookings. The capacity of all existing facilities for existing activities as a whole is part of the background, and the report will make recommendations for growing capacity. To learn more about the Minor Sports Council, please reach out to our Community Services Director at dstlouis@stratford.ca, who will be able to connect you to a representative from that organization.

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    Is there a Stratford Sports Council involved in this effort?

    Alan asked 2 months ago

    Thanks for your question. More than 30 local sports agencies are being engaged in this effort. The various local sports organizations that make up the Stratford Minor Sports Council are included.

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    What are your plans for accommodations? As someone who has participated and planned sporting events in the Spring and Summer months, accommodations are always the issue. Teams spend a lot ( not all) their tourism dollars in other locales.

    DanG asked 2 months ago

    Thanks for your question and comment. One outcome of the Sport Tourism Strategy is to identify sport hosting opportunities that fit properly within our existing infrastructure and seasonal accommodation capacity limits.

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    Will the strategy involve all sports in stratford (ie will you consider hosting tournaments for any sport) or just hockey and baseball?

    Lynn asked 3 months ago

    Thank you for your question. The strategy will not be limited to just hockey and baseball, but will consider other sports as well.

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    To clarify for some of us in the industry, is this in place of the "five-year tourism strategy and action plan for the city" promised in 2020?

    Jennifer Birmingham asked 3 months ago

    The Stratford Sport Tourism Strategy project is a new initiative focusing specifically on Sport Tourism opportunities for our community. Project updates are also available at https://visitstratford.ca/sporttourism

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    Why pursue a Sports Tourism Strategy? What is the goal?

    Jennifer Birmingham asked 3 months ago

    City Council identified the development of a Sport Tourism Strategy as a Strategic Initiative for this term with the following intentions:

    • Cataloguing current events and tournaments
    • Maximizing technology
    • Generating spillover impact on our local economy
    • Optimizing the availability and capacity of facilities
    • Increasing the flexibility of uses within/at facilities 


    Additionally, the Sport Tourism Strategy project aims to:

    • determine the economic impact, and the size and scope of existing sport tourism opportunities – including an inventory of capital assets (infrastructure) and human assets (volunteer groups, local sport associations)
    • explore the potential to expand those existing opportunities and to identify new areas for growth, complete with financial and socio-community impacts, effects and outcomes
    • consider and recommend technology tools that link sport bookings to tourism assets, amplifying the visitor experience with local retail, food/beverage and accommodation providers
    • provide a needs analysis for growth and potential funding opportunities
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    Will any sport be considered for hosting or just those that belong to Stratford Minor Sports - which is difficult to join

    oc3anz11 asked 3 months ago

    Hello and thank you for your question. Any sport is invited to participate in developing the Sport Tourism Strategy.

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    Who are the stakeholders? What will the workshops entail?

    Jennifer Birmingham asked 3 months ago

    Thanks for your questions. This project will draw feedback from stakeholders including sport groups in the city and region, as well as those who provide tourism-related services (accommodations, food and beverage, etc.) Stakeholders will be invited to join focus group discussions (workshops), which will feature a mix of exercises, questions/answers and open conversation. A public open house is also scheduled, and more details will be announced shortly.

Page last updated: 14 Nov 2022, 01:09 PM