How Canada is Using Meetings to Drive Economic Development
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 science, technology, engineering, and mathematics (STEM) sectors to differentiate the region in the global meetings marketplace.
This report, commissioned by Business Events Canada, explores how destinations in Canada are collaborating more strategically and leveraging local subject expertise, and serves a blueprint for destination organizations to rethink how to leverage their own local assets, earn more meetings business, and drive long-term economic value to their region.
In this report
- Case studies from 11 Canadian Destination Marketing & Management Organizations (DMMOs) on how they’re evolving their business events strategy
- Insights around the shifting needs of international meetings buyers and their decision-making process for selecting host destinations
- Strategies for destination organizations to communicate the long-term, often intangible benefits of business events to their local community