Canada
Canada’ s sectoral method bringing event success to the northern expanses
THEO REILLY TAKES THE TEMPERATURE OF THE EVENTS LANDSCAPE IN THE GREAT WHITE NORTH. WITH AN ESTABLISHED METHOD OF USING SECTOR EXPERTISE, AND SOME OF THE WORLD’ S MOST STRIKING LANDSCAPES, CANADA HAS AN INTERESTING SET OF CARDS TO PLAY FROM IN THE MAJOR EVENTS GAME.
D ifferent destinations adopt
different strategies to win in the events world. Some leverage their natural beauty, some opt for long-term legacy, others lean on their cutting-edge infrastructure. The Canadian method is driven by its specialist sectors. Toronto pursues finance events, Montréal goes after AI conferences, Vancouver hunts for sustainability meetings. Regional
hubs have developed their own particular ecosystems, and Canada’ s events industry takes advantage of them.
More than that, the country sits on some of the most stunning, wild landscapes in the northern hemisphere. With these USPs, the country has a clear call-to-action. But the industry is not without its challenges – challenges arising from distance and climate. What’ s the current temperature of the
Above: Virginie de Visscher
Left: Calgary
Canadian events market? How are they making use of their extensive USPs to reel in international events?
The sector method Canada is a huge country – the second largest in the world. This immensity has helped create industry‘ clusters’ – energy in Alberta, tech in Toronto, government in Ottawa, agriculture on the prairies. The sheer distances between major centres( Toronto to Vancouver is 2,100 miles) mean industries have developed distinct ecosystems rather than becoming variations on a similar theme. These ecosystems have informed national tourism oganisation and CVB Destination Canada’ s bidding strategy. It tells CMW it has identified six key industries to target – life sciences, natural resources, finance and insurance, advanced manufacturing, agribusiness and digital industries.“ Every destination in Canada offers something unique for business events,” CEO Virginie De Visscher says.“ Destination Canada works to create sector specific communications,” she adds,“ to help fuel the pipeline of events”. The broad specialisations of Canada’ s Big Four cities are: Toronto – finance Montréal – AI Vancouver – tech Ottawa – government This sector method even applies to second-tier cities.“ Saskatoon is world-renowned for its infectious disease research,” De Visscher says,“ while Winnipeg shines for precision agriculture – and is home to the Canadian Malting Barley Technical Centre.”
New builds? Canada has been busy expanding its event infrastructure. In June 2024, Calgary reopened a majorly expanded BMO Centre, with a 100,000sqft outdoor plaza, two large ballrooms, 38 meeting rooms and over 100,000sqft of exhibition space added. This year, Marriott
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