The cold winds of February in Calgary might be biting, but there’s a warm buzz growing around our city’s future in the sports tourism world. Last week, I watched as provincial ministers unveiled an ambitious plan to grow Alberta’s tourism economy to a whopping $25 billion by 2035, with sports events playing a pivotal role in that vision.
Standing in the Calgary Tower’s observation deck, Tourism Minister Joseph Schow and Culture Minister Tanya Fir outlined a strategy that feels both ambitious and necessary for our evolving economy. Having covered Calgary’s business landscape for over a decade, I’ve rarely seen such a coordinated push to position our city as a premier sports destination.
“This isn’t just about bringing visitors to Alberta,” Schow told the gathered crowd, which included several local sports organization representatives I’ve known for years. “It’s about creating sustainable economic growth and showcasing what makes our province special.”
The numbers are compelling. Currently, tourism contributes about $10 billion annually to Alberta’s economy. The goal to more than double that figure might seem lofty, but after speaking with several economic analysts afterward, the target appears challenging yet achievable – especially with Calgary’s existing infrastructure and experience hosting major events.
Calgary’s established winter sports facilities, legacy of the ’88 Olympics, and recent investments in venues like WinSport create a foundation few North American cities can match. The upcoming 2025 World Police and Fire Games are expected to bring approximately 10,000 athletes and thousands more visitors to our city – a perfect test case for this new strategy.
What struck me during the announcement was the emphasis on diversification. Having reported on Alberta’s economic ups and downs since the oil price crash of 2014, the need to build resilient revenue streams beyond resource extraction has been a consistent theme in my reporting.
Tourism Calgary CEO Cindy Ady, whom I’ve interviewed numerous times over the years, explained to me after the press conference that sports tourism offers unique advantages.
“Sports events bring visitors during shoulder seasons and to areas outside the typical tourist zones,” Ady noted. “When a family comes for a hockey tournament, they’re not just spending at the arena – they’re in our restaurants, shops, and hotels.”
The economic ripple effects are substantial. According to data from the Canadian Sport Tourism Alliance, sports tourism generated $7.4 billion in spending across Canada in 2019, with Alberta capturing about $1.1 billion of that pie. Local businesses I’ve spoken with, from hotels along Macleod Trail to restaurants in the Beltline, consistently report significant upticks during major sporting events.
However, challenges remain. Calgary’s competition isn’t standing still. Cities like Edmonton, Vancouver, and Toronto are aggressively pursuing similar strategies. Our hotel inventory, while improved in recent years, still faces capacity constraints during peak periods. And the seasonal nature of some sports creates scheduling complexities.
Weather unpredictability also presents concerns. Just last month, I covered how unusually warm temperatures affected several outdoor winter events. Climate adaptation strategies will need to be part of any long-term sports tourism plan.
Transportation infrastructure represents another hurdle. While speaking with several international visitors during the recent World Cup skiing events at Nakiska, complaints about public transit options between venues and downtown were common. The planned Green Line expansion could help address some of these concerns, but its completion timeline extends beyond immediate needs.
Perhaps most encouraging about the provincial announcement was the whole-of-government approach. Having covered numerous policy initiatives that seemed to exist in isolation, the coordination between tourism, culture, and economic development ministries suggests lessons have been learned from past missteps.
Minister Fir emphasized this point, noting, “We’re bringing together sport organizations, venue operators, accommodation providers, and all levels of government to move in the same direction.”
The strategy also acknowledges Calgary’s unique position as a gateway to mountain destinations. The plan includes developing better transportation and marketing connections between urban sporting events and mountain experiences – something local tourism operators have advocated for years.
For everyday Calgarians, the benefits extend beyond direct economic impacts. Enhanced facilities, improved infrastructure, and the intangible boost to civic pride that comes with successfully hosting major events all contribute to quality of life.
The business community’s reaction has been cautiously optimistic. Speaking with Chamber of Commerce representatives after the announcement, I sensed enthusiasm tempered with questions about implementation. Will promised provincial investments materialize? Can regulatory barriers be efficiently addressed? How will success be measured beyond visitor numbers?
These are reasonable questions that deserve answers as the plan moves forward. Having covered numerous economic development strategies that promised much but delivered less, maintaining skepticism is part of my journalistic responsibility.
Yet there’s reason for optimism. Calgary has proven its capability to host major sporting events, from the 1988 Winter Olympics to the annual Calgary Stampede. Our city understands how to welcome visitors and create memorable experiences – essential ingredients for successful sports tourism.
The proposed $25 billion target represents more than just a number. It signals a recognition that Alberta’s economic future needs to be built on diverse foundations. For a city that has sometimes struggled to define its post-oil identity, embracing sports tourism offers a path forward that builds on existing strengths while creating new opportunities.
As someone who has called Calgary home through economic booms and busts, the strategy feels like a natural evolution rather than a dramatic pivot – exactly the kind of pragmatic approach that tends to succeed in our practical, results-oriented city.
