New Study To Measure Business Events Impacts

Destination Canada Business Events (DCBE) has commissioned a legacy impact study for Canada’s business events industry.

“There’s no denying the powerful tourism benefits that business events bring to a destination — but their impact extends well beyond that. For instance, [events] can open the door to transformative collaborations, unlock trade and investment opportunities, spur innovation and attract top-notch talent from around the world,” DCBE said in a statement.

“While there’s plenty of anecdotal evidence on this, we’ve lacked concrete data to prove the long-term outcomes of business events.”

The multi-year study, which is being led by #Meet4Impact and Gaining Edge, will evaluate the impact of several past conferences in the six key economic sectors that Canada excels in: life sciences, natural resources, finance and insurance, advanced manufacturing, agribusiness and technology.

DCBE advised destinations and other partners that the initiative will help build “on our economic sector strategy [and] will once again position our country as a true trailblazer in the global business events landscape.”

Laura Pallotta, Chair of Meetings Mean Business Canada, welcomed the news. 

“Business events matter because they are a catalyst for collaboration, investment and high-value jobs and are an opportunity to leverage Canada’s key economic sectors to a global audience,” Pallotta said. “We’re delighted to support this important research initiative, which will demonstrate the value of business events and ultimately help attract future events to Canada.”