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Destination Canada
Legacy and Impact Study
SUMMARY
#MEET4IMPACT, in collaboration with GainingEdge and Destination Canada, is currently engaged in a comprehensive study to explore the impact and lasting effects of business events throughout Canada. This ongoing study, spanning multiple years, focuses on examining the outcomes and intended impacts of 16 events held across Canada between 2018 and 2024. Its aim is to showcase the extended economic benefits of business events in terms of investment and growth within local communities. Through uncovering relationships and causal links, the study seeks to provide concrete evidence of the significant impact of business events on various stakeholders, including Canadian communities, event organizers, participants, and the broader business events industry.
THE PROJECT'S MISSION
The primary objective of the project is to illustrate the medium and long-term social, economic, and environmental advantages of business events for Canadian stakeholders, encompassing communities, event organizers, participants, and the industry at large.
METHODOLOGY
This study is grounded in the BE Impactful Framework, using each capital as a lens through which to see the positive social impact generated by business events across the country. Preliminary findings indicate that intellectual outcomes from event activities often have a profound impact on sectoral development by altering mindsets and practices within sectors, attracting new resources, and fostering innovation
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Key research themes:
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The nature of outcomes generated by events.
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The ripple effect of these outcomes and their influence on various sectors.
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Identification of activities serving as pivotal success factors, as well as barriers to success.
INITIAL FINDINGS
Preliminary findings indicate that intellectual outcomes from event activities often have a profound impact on sectoral development by altering mindsets and practices within sectors, attracting new resources, and fostering innovation. New research indicates business events can leave an extraordinary legacy by leveraging four key factors: government participation, external collaboration, destination marketing organization (DMO) involvement and pre-event activities are key to leaving a lasting event legacy.
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Business events can create a positive policy, financial and intellectual legacy that drives transformational impact:
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Political and financial factors have emerged as increasingly influential in sectoral development.
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Political influence shapes perceptions, advances projects, and aids in securing financial support, thereby elevating the sector's significance.
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Financial support, in turn, fuels sectoral projects and innovation.
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The social aspects of events facilitate stakeholder interactions, networking, knowledge sharing, and discussions about the sector's future.
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Our initial findings also suggest that fostering collaborations between industry and academia has positive implications for sectors (MACRO and IFTW), leading to advancements in research projects, the provision of grants, and the cultivation of connections among the next generation of professionals.