In 2024, MMBC made significant strides to advance Canada’s business events sector. Here are some of the key milestones and the road ahead for 2025.

INTERNATIONAL CONVENTIONS ATTRACTION FUND (ICAF): In its 2024 Fall Economic Statement, the federal government has announced an additional $10 million in funding for the highly successful International Convention Attraction Fund (ICAF).

Released on December 16, the statement outlines that $5 million of the new funding will be allocated for the 2024–2025 fiscal year, with the remaining $5 million designated for 2025–2026.

Launched earlier this year by Destination Canada, ICAF is a three-year initiative designed to bolster Canada’s competitiveness in hosting international business events. So far, the program has supported 21 business events, generating a direct economic impact of $122.2 million for Canadian destinations.

“ICAF is proving to be a game-changer, empowering destinations across the country to successfully bid for and secure contracts to host international business events in Canada,” says MMBC Chair, Minto Schneider. “We’re thrilled that the federal government is acknowledging the program’s tremendous success by committing additional funding.”

Learn more about ICAF

TIAC TOURISM CONGRESS 2024: In early December, MMBC’s executive team and board of directors were well represented at Tourism Congress 2024 in Vancouver. During the “Navigating the Future” panel, Minto Schneider highlighted the growth potential of business events. MMBC met with the Parliamentary Tourism caucus, co-hosted a reception with Destination Vancouver, and co-sponsored the Business Event of the Year Award with FLOOR13 Inc.

Looking ahead: MMBC will continue to participate in Tourism Congress, a vital event for Canada’s tourism industry.

VISA PROCESSING: To better understand Canada’s visa processing issues, MMBC asked Member Supporters to share instances of lost bids, cancelled events and reduced attendance. During an October webinar, Immigration, Refugees and Citizenship Canada (IRCC) provided an update on visa processing.

Following the February reinstatement of visitor visa requirements for Mexican travellers, MMBC joined TIAC and the Canadian Destination Leadership Council in a letter to IRCC Minister Marc Miller, highlighting potential harm to Canada’s travel and hospitality sectors. MMBC also issued its own statement on the matter.

Read MMBC’s statement.

Looking Ahead: MMBC will continue advocating for faster visa approvals for qualified business event delegates while maintaining a strong relationship with IRCC and supporting sector-focused informational webinars.

PARLIAMENT HILL DAYS: MMBC was represented in Ottawa by Minto Schneider, Jeff Nearing, Krista LeClair and David Campbell. Over two days, the team participated in 45 meetings with Parliamentarians, including a session with the Parliamentary Tourism Caucus. Highlights included a private dinner with the Minister of Tourism and MMBC’s sponsorship of a well-attended Hill Days reception, where Minto spoke on behalf of MMBC.

Looking ahead: MMBC’s key messaging to federal decision makers is to extend the ICAF program; increase Destination Canada’s base funding; and add eligible countries to the Electronic Travel Authorization (eTA) program to ease congestion for visa approvals.

GLOBAL MEETINGS INDUSTRY DAY (GMID): In April, MMBC marked the annual international recognition of the business events sector by creating a free educational tool kit, including five videos, that can be used in presentations, on websites and on social media.

Looking ahead: Executive team members have connected with Kevin Hinton, Managing Director, Group Travel at US Travel and lead for Meetings Mean Business USA, about potential collaboration around GMID 2025.

NATIONAL TOURISM WEEK: For the very first time, TIAC devoted an entire day during National Tourism Week to raising awareness of the business events sector. MMBC created a communication tool kit and social media campaign, and in Ottawa, Minto Schneider and Laura Pallotta represented MMBC at National Tourism Week’s opening reception, attended by Prime Minister Trudeau and Minister of Tourism Soraya Martinez Ferrada.

Looking ahead: MMBC will continue to participate in face-to-face events that strengthen our relationships in Ottawa.

Download the TIAC-MMBC National Tourism Week fact sheet

EDUCATIONAL VISITS: On August 13, MP Kevin Vuong (Spadina–Fort York, Toronto) joined MMBC at the Canadian Meetings + Events Expo (CMEE) at the Metro Toronto Convention Centre. Accompanied by Minto Schneider and Grant Snider, MP Vuong toured the show and gained firsthand insight into the positive impact of business events.

Looking ahead: MMBC is connecting with convention centre leaders across Canada about inviting local politicians to business events during 2025.

Learn about the Educational Visits for Elected Officials program.

RESEARCH PROJECT: MMBC’s Research Committee moved ahead with the formation of an industry advisory committee for the new National Business Events Survey project. The committee is chaired by John C. Dunn of FLOOR13.

Looking forward: The advisory committee is working with Destination Canada and others to develop a Request For Proposals, and to raise funds to support the project.

STRATEGIC PARTNERSHIPS: MMBC is pursuing strategic partnerships with like-minded industry organizations:

TIAC (Tourism Industry Association of Canada)
Meetings Mean Business USA
GBTA (Global Business Travel Association)
ICCA (International Congress & Convention Association)
Hotel Association of Canada
Canadian Destination Leadership Council / Destinations International
Convention Centres of Canada

Looking Forward: MMBC will continue collaborating with industry groups to identify common goals and pursue mutually beneficial advocacy initiatives.

COMMUNICATIONS: The Department of Canadian Heritage has provided a grant of $3,687 towards the translation of MMBC’s communication tools from English to French. The initiative reflects the national scope of Meetings Mean business Canada as well as growing support for our coalition from the province of Quebec.

Looking forward: MMBC will expand the project to include the translation of Member Supporter sign-up and renewal materials.

MEMBER SUPPORTERS: MMBC hosted the premiere Member Update Call on January 29, to inform attendees of the latest advocacy work being done on behalf of the Canadian business events sector. Further update calls were held on May 2 and September 12.

Looking forward: Regular Member Update Calls will take place throughout 2025. Stay tuned for dates and times! The Membership Committee will continue its positive relationships and recruit new Member Supporters at the following levels: Platinum ($10,000); Gold ($5,000); Silver ($2,500); and Bronze ($1,000).