Canadian winter incentives tale that is open all seasons
SIMON GEORGE REPORTS FROM DESTINATION CANADA ’ S INAUGURAL WINTER INCENTIVE PROGRAMME AND FINDS AN INCENTIVE STRATEGY IN STRUCTURAL AND SEASONAL ALIGNMENT
D estination Canada , in December , hosted the first winter programme of its flagship B2B event , Incentive Canada . The event , hosted in both Vancouver and Whistler showcased Canada ’ s incentive / meetings offering to international organisers . The five-day programme ( 4-8 December ) brought together 15 partners from Destination Canada and 20 incentive buyers from the US , UK and Europe for a series of intensive B2B meetings at the Fairmont Hotel in Whistler , and allowed them to discover , first hand , what makes Canada such a vibrant , exciting winter destination for meetings .
Never a dull moment The action-packed programme enabled attendees to embark on a series of exciting adventures and to experience winter in British Columbia at its most scenic . A short drive from Vancouver gave everybody the opportunity to cross the Capilano suspension bridge and explore the rainforest at its eco park adorned with Christmas lights . For the skiers among the group , no-one was going to pass up the opportunity of finding out why Whistler-Blackcomb is regarded as a world-class skiing resort . Nor would anybody turn down the chance to hop on a snowmobile and explore the backcountry in the Callaghan valley or venture deep into the forest on snowshoes , courtesy of adventure company Canadian Wilderness Adventures .
Alternatively , relaxing and re-energising in a Scandinavian spa when it ’ s snowing outside would prove pure indulgence , as would sampling delicious local cuisine , learning about indigenous culture ( Squamish people ) in the Whistler region and , for those still with some energy left , enjoying the local après ski scene .
As the pandemic ebbs and flows , there is sense of optimism that life may be flowing somewhere closer to normal in the coming year , although Covid has had a major effect on Canada ’ s events industry . Consult Destination Canada ’ s 2020 annual report and it is impossible to overlook the sobering statistic that in 2020 , nearly all events ( almost 3,500 ) in Canada were cancelled due to the pandemic , as well as some planned as far out as 2024 .
That Destination Canada was able to stage its inaugural winter incentive programme , which was put together in
Left : Vancouver can be the launch point of many incentive journeys into Canada ’ s great outdoors Below : Capilano suspension bridge a mere 11 weeks , having been forced to cancel its 2020 planned programme , suggests light at the end of the tunnel for physical events .
Among both buyers and suppliers at the event there was a palpable sense of excitement at being able to meet face to face again to do business , to get away from Zoom calls – a sense of optimism mixed with relief that Chantal Sturk-Nadeau , executive director , Business Events , Destination Canada , encapsulated in her opening message to the programme : “ Canada is open for business , and we couldn ’ t be more thrilled to welcome our partners back and shine a global spotlight on the incredible opportunities and experiences that Canada has to offer year round .”
She told CMW : “ At the end of the day , everybody wants to reconnect with people . And that ’ s what incentives , team-building , business events are all about . It ’ s professional learning – about people , about your profession and hopefully rewarding some of those that have been doing a lot of work in the past 24 months with experiences that are unique , that are outdoors and that feel safe in a welcoming environment .”
Having interviewed Destination
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