Canadian comeback
CMW CAUGHT UP WITH EXECUTIVE DIRECTOR , BUSINESS EVENTS CANADA , CHANTAL STURK-NADEAU , TO GAUGE CANADA ’ S CONFERENCE COMEBACK POST-COVID
D estination Canada ’ s executive director , Business Events Canada , Chantal Sturk-Nadeau says that , “ after two plus years of navigating the constant turns of Covid-19 , the future of our industry is once again looking bright .”
Sourcing and booking activity is the highest it has been since the pandemic began , she notes , and BE Canada is now seeing leads primarily come from three economic sectors : life sciences , finance and insurance , and technology . “ Leads are coming in from the corporate short-term segment ,” Sturk-Nadeau says , noting also a strong uptick from international associations and booking windows for associational business globally being shorter than they ’ ve ever been . So , what are the priorities now ? “ Throughout the pandemic , the Business Events team remained committed to telling powerful stories about the extraordinary experiences to reward top performers in Canada ,” says Sturk-Nadeau . “ We have highlighted Canada ’ s diverse destinations through content marketing , panel discussions and interviews , attendance at trade shows and more . These efforts have paid off and we have seen a surge in interest among international groups that want to host incentives in Canada . That said , we know it ’ s a dramatically different world , so , our focus is on aligning our offerings with the latest trends in the industry .”
Sturk-Nadeau says personalisation is key and notes her team conducted a deep dive analysis to gain a deeper understanding of target audiences
– from psychographics and demographics , to how they choose to spend their free time . “ We ’ re helping our clients create events and incentive programmes that are uniquely tailored to their audience ,” she says .
Products at the forefront The task is to shine a light on meeting and incentive destinations from coast to coast . An example being the Canadian Signature Incentive Experience Collection , which showcases over 250 travel experiences across Canada .
Sustainability and wellness are priority topics and developing and launching sustainable business event programmes is not optional anymore , Sturk-Nadeau notes . “ If our industry is to meet net zero targets by no later than 2050 , the entire supply chain must work in partnership to find and implement powerful solutions . Destination Canada ’ s Canadian Business Events Sustainability Plan will provide a national support arm to this supply chain and be the figurative rising tide that lifts all ships .”
Allowing attendees to have down time or curating a wellness component , like sunrise yoga , is becoming a must-have , she believes , with authentic experiences another key focus with travellers keen to be immersed in the local community . Examples of cultural experiences include Aurora Village , a secluded teepee camp located near Yellowknife , Northwest Territories . It is owned by an Indigenous family
. Meeting with purpose Sturk-Nadeau underlines that
“ If our industry is to meet net zero targets by no later than 2050 , the entire supply chain must work in partnership to find and implement powerful solutions ”
economic sector strategy remains a priority . “ We ’ ve identified six key sectors that Canada excels in which align with the government international trade priorities . By pursuing events across these sectors , we can align a conference ’ s focus with a hub or destination that has expertise in it . She notes priority is given to the corporations and associations that are ready to meet internationally and are searching for future host destinations .
The economic strategy is leveraging smart partnerships , including with Invest in Canada , Global Affairs Canada and other economic development agencies .
Flavour of recent events Recent successful events hosted across Canada have included the Ecological Society of America – choosing Montreal for their annual meeting in August 2022 , which attracted 4,000 attendees . While Collison 2022 , billed as ‘ North America ’ s fastest growing tech conference ’, attracted over 35,000 attendees to Toronto at the end of June .
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