The value of Canada’s business events industry to the economy is being researched in a groundbreaking new study, part of a partnership between Destination Canada and Meetings Mean Business Canada (MMBC)
The Canadian Business Events Economic Impact Study (CBEEIS) will measure the total economic impact of business events in Canada, such as meetings, conferences, trade shows, and incentive travel. This includes direct spending to host events, indirect effects across the supply chain, and additional spending driven by earnings from event-related activities.
“The launch of the Canadian Business Events Economic Impact Study marks a transformative moment for our industry. For the first time, Destination Canada and our partners are establishing a unified, comprehensive baseline to accurately measure and advocate for the immense value business events bring to our national economy,” says Virginie De Visscher, Executive Director, Business Events, Destination Canada. “Our commitment to ongoing data-driven measurement ensures that Canada’s business events sector will be recognized, valued, and primed for sustainable growth well into the future.”
The study will also identify tourism activities generated by out-of-town business event attendees and highlight their role in unlocking the full economic potential of business events.
“This is more than just data – it’s about giving our industry the tools it needs to thrive,” said Minto Schneider, Chair, Meetings Mean Business Canada. “With the new study underway, our industry leaders and policymakers will have the insight they need to advocate for investment, support job creation, and unlock new opportunities in every region of the country.”
Along with MMBC and Destination Canada, the Canadian Business Events Economic Impact Study is being supported by the generous participation of partner destinations and convention centres from across Canada.
“We are incredibly grateful to all of our partners who have helped bring this important project to life,” said John C. Dunn, Chair of the MMBC Research Committee. “Their commitment underscores how vital it is to clearly understand the true value business events bring to communities across Canada. As we move forward, I encourage more destinations and organizations to engage with this study and invest in this critical research – because the better our data, the stronger our ability to advocate, grow, and lead on the global stage.”
The final report will offer stakeholders – including destination marketing organizations, venues, and all levels of government – a robust evidence base to guide policy, funding, and future planning.
Topics From This Article to Explore
