Tennis Canada Strategic Plan 2023–2027

Tennis Canada’s five-year strategic plan reasserts its ambitions for the growth and development of Canadian tennis and charts a roadmap that will enable the federation to achieve its goals and ensure sustained success for our sport.

The development of the strategic plan and identification of our priorities were guided by our mission, vision and values and by our renewed statement of intent that expresses why we exist. Tennis Canada’s strategic plan rests on six pillars derived from priorities determined by collaborators who dedicated their time, effort and passion to helping us set out the five-year plan:

Raise the bar on winning

Support Canada’s top players so they can join the world elite and expand the high-performance pipeline.

Lead equitable, safe and inclusive tennis

Attract more young players and families across Canada through tennis experiences that meet their needs and wants.

Accelerate capacity build

Provide broader access to year-round facilities to support communities and enable high-performance pipeline and participation growth.

Turbocharge the engine

Enhance the experience at the National Bank Open events, expand the tournament to 12 days, offer equal prize money, and drive revenue growth.

Be digital-first

Develop data and digital capacity to strengthen our brand, drive incremental revenue, and accelerate the attainment of our mission.

Deliver ancillary revenues

Expand resources through donors, public funding and new business development for our venues.