The CBEEIS will measure the total economic contribution generated by
meetings, conferences, trade shows and incentive travel. The scope of the study
includes direct event-related spending, indirect impacts throughout the supply
chain, and induced effects resulting from income generated by business events
activity. In addition, the research will assess tourism activity generated by
out-of-town delegates, highlighting the broader role of business events in
destination economies.
Virginie De Visscher, Executive
Director, Business Events at Destination Canada, said: “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. 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.”
From an industry advocacy perspective, the study is positioned as a
strategic tool for decision-makers. Minto Schneider, Chair of Meetings Mean
Business Canada, noted: “This is more than just data – it’s about giving our
industry the tools it needs to thrive. 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.”
Following a competitive procurement process led by Destination Canada, the Conference Board of Canada has been selected to conduct the study. The organization brings extensive expertise in economic modelling, data analysis and tourism research, and will deliver what is described as the first modern, national baseline of the economic contribution of business events in Canada in more than a decade.
The study is supported by a broad coalition of partners from across the
country, including destination organizations, convention centres and industry
stakeholders at gold, silver, bronze and partner levels. Participating
organizations include Ottawa Tourism, Tourism
Montréal, Destination Toronto, Destination Vancouver, Calgary TELUS Convention
Centre, Vancouver Convention Centre, Québec City Business Destination, Tourism
Calgary and Air Canada, among
many others, reflecting wide industry alignment behind the initiative.
John C. Dunn, Chair of the MMBC Research
Committee, emphasized the importance of industry collaboration, stating: “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.”
The project will now move into the research design and stakeholder
engagement phase. Survey and tool development is scheduled to begin in the
first quarter of 2026, followed by national data collection in the second
quarter. Economic analysis and modelling will take place in the third quarter,
with the final report and executive summary expected to be released in late
2026 or early 2027 through the Canadian Tourism Data Collective platform.
Once completed, the CBEEIS is expected to provide destination marketing
organizations, venues and all levels of government with a robust evidence base
to support policy development, funding decisions and long-term planning, while
reinforcing Canada’s position within the global business events landscape.
Tags: John C. Dunn, MMBC Research Committee Virginie De Visscher, Destination Canada