Ottawa, Canada's capital city, has reported a 50 per cent rise in international association enquiries over the past year, as Canada attracts events relocating from the United States amid concerns over US diversity, equity and inclusion (DEI) policies.
Ottawa Tourism announced the increase at IMEX America, attributing the growth to changing destination priorities and 15 years of investment in international market research, sector expertise and long-term relationships with association organisers.
Stephanie Seguin, vice-president of sales, business and major events at Ottawa Tourism, said the city had spent 15 years identifying prospective associations, understanding their sectors and maintaining contact over lengthy decision-making periods.
A recent example is Ottawa’s successful bid to host the International Union of Radio Science General Assembly and Scientific Symposium (URSI GASS) in 2032. The opportunity was first identified in 2013, meaning 19 years will have elapsed between initial identification and the event.
Prof. David G. Michelson, president of the Canadian National Committee of the International Union of Radio Science, said: “The Canadian National Committee greatly appreciates the strong support that we received from Ottawa Tourism and its partners throughout the bid process as we assembled the local organising committee and brought together the scientific backing and national support needed to make a compelling case for Canada.”
He added that the committee was “delighted that the URSI Council has awarded the 2032 General Assembly and Scientific Symposium to Canada” and looked forward to welcoming international colleagues to Ottawa.
Ottawa Tourism said geopolitical and economic conditions were influencing destination decisions, with organisers increasingly considering delegate experience, accessibility, costs and organisational values. It cautioned, however, against attributing the increase in enquiries to any single factor.
The city focuses on sectors including information and communications technology, cybersecurity, engineering, life sciences, defence and security. Ottawa Tourism connects conference organisers with experts in government, academia and industry to help events engage with organisations working in their respective fields.
The strategy is supported by Destination Canada’s International Convention Attraction Fund (ICAF), which helps eligible bids for international conferences expected to deliver economic benefits and align with national priorities.
One recent success is the International Institute of Municipal Clerks Annual Conference, secured for Ottawa in 2029 with ICAF support. The event is expected to attract around 1,000 delegates, generate 2,991 hotel room nights and deliver an estimated C$2.8 million in economic impact.
Ottawa Tourism also cites the city’s international air connections, more than 6,000 downtown hotel rooms and walkable centre as factors supporting its appeal to organisers. The exchange rate may also help some international events manage costs.
Rogers Centre Ottawa, which is marking 15 years since opening, is a key partner in the city’s business events strategy. Carly Grace, vice-president of sales at the venue, said sustained collaboration could help build organiser confidence and encourage repeat business.
Ottawa Tourism said it would continue targeting associations whose priorities align with the city’s expertise, with the aim of converting increased enquiries into confirmed events and future business.
