Edmonton tourism on revival mode, thanks to important sporting events

Published on : Saturday, December 25, 2021

In 2021, an aim on drawing important sporting events to Edmonton has helped the tourism sector of the city to bounce back considerably.

This year, in Edmonton, three important events have a projected direct economic impact of $73 million alone, a 356 per cent rise from the $16 million generated from few events hosted last year.

Traci Bednard, the newly-appointed Explore Edmonton Corporation CEO, explained that as the city revives from the damaging impact of the pandemic, sporting events can play a crucial role in offering trickle down support to the economy Edmonton, comprising hotels, small businesses and restaurants.

“They’ve supported a lot of small businesses. The impacts of tourism create jobs and allow hotels, restaurants and shop owners to benefit from this kind of sporting event,” she said in an interview with Postmedia. Traci also observed that the success of Edmonton’s capacity to arrange important events is through a partnership with several organizations associated in event attraction.

“Having that collective approach to be able to attract those key events and then also produce them in a way that’s exceptional will really continue our legacy of excellence in sports events.”

In November, two FIFA World Cup qualifying games was hosted at Commonwealth Stadium. It contributed roughly $30 million to the economy of the city, Bednard said, including 12,000 hotel rooms booked each night. Hosting the upcoming IIHF World Junior Hockey Championships, Bednard is projecting $30-million investment in the economy and the World Rugby Sevens Series in the summer provided $13 million. Explore Edmonton from sport and cultural events in 2021, is projecting $88.5 million in direct economic impact in total. Not only do the major sporting events provide an economic impact on their own, Bednard also mentioned that they put Edmonton on the sports map and lure smaller community tournaments.

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