Earlier this year, Skift and Business Events Canada (BEC) published a report How Canada Is Using Meetings to Drive Economic Development. In our recent webinar, we dove deeper into this report and explored how destinations are revamping their meetings strategy around regional subject expertise in advanced industries to stay competitive in the global marketplace.
The most progressive destinations worldwide are positioning themselves as thought leaders in specific advanced industries to engage meeting and event organizers active in those industries. Rather than selling a city based solely on its infrastructure, access and capacity, destination marketing and management organizations (DMMOs) are also promoting their most significant clusters in STEM sectors to differentiate the region in the global meetings marketplace.
This type of sector expertise strategy is not necessarily new, but it has scaled exponentially in cities around the world in the last couple of years.
BEC launched just such a knowledge-based, business event development strategy in 2017 to leverage the wealth of industry and academic leaders across the country in seven priority sectors: Aerospace Technologies, Agriculture and Agri-food Manufacturing, Clean Tech, Advanced Manufacturing, Life Sciences, Information and Communications Technology (ICT), and Natural Resources.
BEC also matched specific cities with one or more of those sectors. As such, BEC performs as the tip of the spear to connect potential international clients in advanced industries with individual Canadian cities.