Canada ’ s previous CEO David Goldstein in July 2017 and July 2018 , CMW was keen to find out if the pandemic had changed the organisation ’ s strategic direction . Whistler provided the location for the perfect opportunity for a catch-up .

No fundamental change in strategy … On a structural level , the strategy of alignment at provincial , city and industry level to attract MICE business to Canada – ‘ a Team Canada ’ approach – has been continued since Marsha Walden took over from Goldstein as president and CEO in August 2020 . So , too , has North Star 22 , an agreement between 10 provinces , three territories and eight of Canada ’ s major cities , been continued , both on the leisure and business side . Destination Canada ’ s targeted sector approach , which was introduced five years ago , is also still very much in place – Sturk-Nadeau reiterating the overarching strategy of going after six key sectors for business events and conferences , namely the foundation sectors ( natural resources , agribusiness and advanced manufacturing ) as well as the more shiny sectors like life sciences , technology and finance / insurance .

“ Within those six sectors , we have a roadmap of Canada ,” Sturk-Nadeau says . “ We know which destinations are strong in every sector and where they lead , where they have an ecosystem that is based on the four pillars ( i . e . that they have the academics , the commerce – whether they are mature businesses or brand new start-ups – that they have government funding and that they have research centres ).”

… but a more fluid , focused approach Within the incentives strategy , there does appears , inevitably perhaps given Covid , to be a more fluid approach in terms of contingency and safety planning , and a more focused , tailored

and perhaps more nuanced strategy in terms of targeting potential clients : As Sturk-Nadeau explains : “ We have been able to identify 90 international agencies that have the majority of their clients sitting in the six sectors that I mentioned . Instead of just trying to say that we are going after everybody , we ’ re going to talk to the key person – the owner of that agency with 140 offices around the world .”

Sturk-Nadeau acknowledges that the government has made significant additional funding available for Destination Canada over the next two years , which it intends to allocate to winter business events and to support those cities and partners that have already invested heavily in international business . The funding is reportedly large enough to effectively double the organisation ’ s overall budget .

The increase in government funding has helped the Business Events team to fully integrate into Destination Canada , be more competitive in the market place , do more and take on more staff ( now 18 in total , having had to make lay-offs during the pandemic ). Five years ago it was a separate division called Business Events Canada , but over the last three years the team has been integrated into the organisation whose joint rationale is obviously to help promote as a brand the destination of Canada – be it leisure , trade or business events .

Fox Harbr summer programme In 2022 Destination Canada will be running both a summer incentives programme at the luxury five-star resort of Fox Harbr in Nova Scotia , as well as a winter programme whose location has yet to be decided . The dual incentives programme will become a regular annual event . As Sturk-Nadeau emphasises : “ Canada is a four-season destination ; we ’ ve got vibrant cities with interesting cultural and culinary experiences , alongside the wilderness luxury resorts and experiences .”

Above : Make

Happen ’ s Ben

Oakley

“ We know which destinations are strong in every sector and where they lead , where they have an ecosystem that is based on the four pillars of : having academics , commerce , government funding and research centres ”

Right : Mix in

the thrill of the

slopes with your

Canadian meeting

or incentive

Incentive Canada Winter 2021 programme ( Vancouver , Whistler )

Destination Canada ’ s first winter incentive programme showcased the full breadth of the country ’ s incentive / meetings offering for international organisers . From regional tourist boards ( Travel Manitoba ) to city tourist associations ( Québec City , St John ’ s ), to hotel chains ( Fairmont ), to ski resorts ( Whistler , Mont Tremblant ), to luxury resorts ( Fox Harbr ) and Arctic adventures ( Arctic Kingdom ), there was no shortage of exciting product to tempt .

Tourism Whistler ’ s conference sales manager , Marianne Corak , flagged the year-round attractions of the resort – its cultural appeal , its accessibility , and ultimately its ability to blend luxury and adventure . Nor has the resort been standing still during the pandemic – it has been opening restaurants , refurbishing its convention centre at a cost of CAD $ 3.5m and extending the gondola ride on Blackcomb mountain .

“ Whistler is a year-round mountain resort – it ’ s not just a ski resort ,” says Corak , who adds : “ We ’ re known for the winter , but we actually get a lot more groups in the summer because there ’ s so much to do for people who want to get out in the open air .”

Ben Oakley , from UK-based event organiser Make Happen , says that , in terms of an events destination , Whistler , “ ticks all the boxes ”. “ We saw , in a great way , the variety that Whistler offers . So , if you can ’ t go skiing , there are lots of other activities to do . The food and service were amazing , the hotel was really , really good , so it is definitely a destination that we are going to look at pushing in the New Year .,” he says .