Overview of the Sports & Recreation Industry

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Sources: SportBC Annual Report 2021-2022, ViaSport BC

Sports help new Canadian citizens (those who have lived in Canada for at least three years and have attained Canadian citizenship) integrate into Canadian society.

‘Playing Together New Citizens, Sports & Belonging’ reports that:

• 69% of newcomers who play sports within the first 3 years believe it helps them learn about Canadian culture
• 53% of newcomers said integrating into society was an important or very important factor in their decision to participate in sports.
• 95% of new citizens surveyed agree that sports are an important part of Canadian culture
• sports can teach elements of Canadian culture not learned in books or online: jargon and slang, humour, how to handle conflict, acceptable behaviours or gestures
• sports provides opportunity to practice language skills, make new friends, learn more about Canadian society, enjoy meaningful social interactions, benefit from fewer cultural constraints than they did in their country of origin
• more meaningful social interactions occur in the stands and on the field than at work

Newcomers to Canada may need financial assistance to participate in sports; these initiatives may help:

• make subsidy information accessible by sharing it with all families when they register their kids.
• connect families with organizations that provide equipment, especially for activities requiring size specific equipment that needs to be replaced as the child grows.
• Contact local municipalities to see if subsidy programs available that allow residents in financial need to access recreational programs.
• offer free programs to newcomers when possible.
• offer a variety of programs at different price points to improve participation and reduce the elitist status of certain sports.
• have payment instalments to reduce the reluctance to participate if fees are high and are required to be paid up front.

All levels of government (federal, provincial and municipal) along with sports and recreation organizations such as the BC Recreation & Parks Association (BCRPA)  focus on teaching skills for health living and fostering physical literacy –(ability to master fundamental movement and sport skills that allows individuals to move confidently and with control in a wide range of physical activity situations). 

• provincial government of BC provides sport-related grant programs that encourage sport participation and healthy living, develop high-performance athletes, and improve of sport and recreation programs, e.g. BC Sport Participation Program, Coaching & Officiating Development Fund.
• BCRPA provides programs such as ‘Choose to Move’ and ‘ActiveAge’ that target inactive older adults 65 years of age and older (increases physical activity levels and strives to decrease social isolation, motivate and support the adoption of active lifestyles).

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Sport tourism in British Columbia is the fastest growing segment of the tourism industry. In 2019 domestic sports tourism was $598 million and international sports tourism was $1.120 million
Sport tourism can be a key to a community’s economic development both through the value of a sport as a tourism generator, and the potential to market other business and economic opportunities.
Across Canada, the sport tourism industry generated $7.4 billion in value in the calendar year 2019.

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