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Inspiring excellence; showcasing Alberta through World Cup events

The Government of Alberta is investing in sport tourism, and current and future athletes by supporting seven World Cup events in Alberta in the next two months.

More than 130 million viewers around the world will watch World Cup events broadcast from Calgary, Canmore, Nakiska and Lake Louise, leading up to the 2014 Olympic Games in Sochi. 

“Alberta is considered a leader in hosting world class events. It is part of our Olympic legacy that we have maintained and nurtured. The World Cup events offer a tremendous opportunity to showcase our beautiful province both nationally and internationally.”

- Dr. Richard Starke, Minister of Tourism, Parks and Recreation

“Visitors taking part in World Cup competition excitement will also experience the richness and diversity of Alberta’s sporting and volunteer culture. These events enrich Alberta athletes and serve to connect our towns and cities to the global community.”

- Heather Klimchuk, Minister of Culture

Sport tourism is one of the fastest growing segments of the tourism industry in Canada with approximately $3.6 billion in annual spending by domestic travellers (Statistics Canada 2010) . In 2011, four World Cup events in Alberta were estimated to have a combined economic impact of $10.6 million

The World Cup events are receiving:

  • $633,000 in Olympic Legacy funding;
  • $291,000 from Alberta Culture to World Cup alpine and skating events; and
  •  $110,000 from Tourism, Parks and Recreation to support festivals and events during World Cup races;
  • $100,000 from Tourism, Parks and Recreation to support the Men’s & Women’s World Cup Downhill and Super G in Lake Louise.

Investing in excellence

The Alberta Government, through the Active Alberta policy, is committed to supporting the hosting of sporting events to provide Alberta athletes and coaches with a home field advantage and the opportunity for youth to be inspired by their heroes. 

“Hosting world class sporting events in Alberta is great for our athletes and coaches as they head off to Sochi. Excellence in sport inspires our youth and the athletes in all of us.”

- Dr. Richard Starke, Minister of Tourism, Parks and Recreation

The IBSF World Cup Bobsleigh Skeleton is taking place at Canada Olympic Park Nov. 29 to 30 and the Audi FIS Ski World Cup men’s events are taking place at Lake Louise Nov. 30 to Dec. 1. The Nakiska Audi FIS Ski Cross World Cup, the International Paralympic Committee Nordic Skiing Alberta World Cup, the Lake Louise Snowboard Cross World Cup and 2014 FIS Freestyle Ski World Cup events take place throughout December and early January. 

Related information

Tourism Economic Impact Analysis

Alberta World Cup

Funding Details

Media inquiries