Ottawa reports 50% surge in international association enquiries as long-term strategy pays off
Fifteen years of relationship-building, sector expertise and international partnerships are ensuring Canada’s capital converts interest into future business
As the city celebrates winning URSI GASS 2032, Ottawa Tourism has reported a 50% increase in international association enquiries across the last year, as organisations take a fresh look at destinations that best match their priorities, budgets and appetite for risk.
The figure was revealed by Ottawa Tourism at IMEX America, alongside the Rogers Centre Ottawa, which this year marks 15 years since opening. The partners said the rise reflects a wider change in conversations with associations, as well as the outcome of 15 years of investment in research, international activity and long-term relationships.
Stephanie Seguin, Vice President, Sales, Business and Major Events at Ottawa Tourism, said: “We are having more conversations with associations that are looking carefully at how a destination will work for their delegates, their budgets and their wider objectives. A 50% increase is significant, but the important point is that Ottawa was ready for that interest. We have spent 15 years finding the right organisations, understanding their sectors and staying in touch, sometimes for many years before a bid is ready.”
A particularly strong example is Ottawa’s successful bid to host the International Union of Radio Science General Assembly and Scientific Symposium in 2032 (URSI GASS). The opportunity was first identified in 2013, by the time the congress arrives in 2032, 19 years will have passed since that lead was first identified, showing the patience often needed to win major international association business.
Prof. David G. Michelson, President of the Canadian National Committee of the International Union of Radio Science, said: “International congresses of this scale depend on the commitment of their national communities. 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 organizing committee and brought together the scientific backing and national support needed to make a compelling case for Canada, and as we presented the bid to URSI Council. We are delighted that the URSI Council has awarded the 2032 General Assembly and Scientific Symposium to Canada and look forward to welcoming colleagues from around the world to Ottawa. Because URSI is an international scientific union whose members are countries, we intend to take full advantage of Ottawa’s role as a G7 capital to make this a particularly impactful event.”
Ottawa said the changing geopolitical and economic climate is influencing destination decisions, but cautioned against attributing every enquiry to a single factor. Discussions with associations increasingly include the welcome delegates can expect, ease of access, cost, organisational values and the relevance of a destination’s local expertise.
Canada’s capital has built its approach around the sectors in which the city has credible strength, including software, information and communications technology, cybersecurity, engineering, life sciences, defence and security. Ottawa Tourism connects organisers with experts across government, academia and industry so that a congress can draw on the people and organisations already shaping work in its field.
Ottawa has also maintained an international association strategy that is unusual for a city of its size. Dedicated research, sustained activity in international markets and specialist association communications help the city identify opportunities early, understand the people behind them and maintain contact over long decision cycles.
Carly Grace, Vice President of Sales at Rogers Centre Ottawa, said: ” Our 15th anniversary is an opportunity to reflect on what a sustained partnership can achieve. Organisers want confidence in the venue, the city and the people supporting them. When those pieces come together, first-time events can become advocates for Ottawa and create opportunities for further business in the same sector.”
That local work is reinforced by Destination Canada through the International Convention Attraction Fund. The fund strengthens eligible Canadian bids for high-value international conferences and supports events that align with national economic priorities and deliver measurable benefits for host communities.
Ottawa’s recent success in securing the International Institute of Municipal Clerks Annual Conference for 2029 shows that partnership in practice. Supported by ICAF, the conference is expected to bring around 1,000 delegates, generate 2,991 room nights and deliver an estimated CAD $2.8 million in economic impact.
Evidence from recent events is helping Ottawa address assumptions about bringing international delegates to Canada. These include the benefits of direct air services from London Heathrow, London Gatwick and Paris, more than 6,000 hotel rooms in the downtown area and a compact, walkable centre supporting straightforward event planning. For many international organisers, the Canadian dollar also allows budgets to stretch further.
Seguin concluded: “Association decisions are rarely won in a single conversation. The 50% rise in enquiries gives us momentum, but our focus remains the same: identify the right opportunities, build genuine relationships and show how Ottawa can help an association achieve what matters to its members. That is how the next 15 years of business will be built.”
